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Tolerancia Cero: zero tolerance for abuse,
the power of working together
In 2015, to coincide with the International Day for the Elimination of Violence against
Women,
Antena 3 Noticias
and the Mutua Madrileña Foundation launched the
Tolerancia
cero
initiative, aimed at raising awareness about domestic violence, encouraging women to
report it and using education to address this social problem.
Antena 3
provided coverage for the campaign through its media organisations. It broadcast
television spots, radio adverts on all of its stations and the initiative also appeared on all of
the
Group
's websites and social media. Through its factual programmes,
Antena 3
also used
all its power of communication to raise awareness among the population, broadcasting
pieces and reports relating to the problem of domestic violence.
The campaign's essential features were to encourage the victims or those around them to
report incidents, to draw attention to situations of sexist control among younger people,
connecting with adolescents for this, and to raise awareness about the damage that these
patterns of violence cause to children.
Encouraging
complaints
Rejection of abuse
Prevention
among young
people
The importance of this initiative is clear when we look at figures such as the number of
calls received during 2015 by the telephone number 016, for victims of abuse, which is the
highest since 2008.
During 2015,
Tolerancia cero
had a strong on-line presence through a specific website
aimed at both the general public - with breaking news, reports, spots, campaigns, etc. -
and the victims of domestic violence - with different guidelines for action, protection and
the detection of abuse. The initiative also has a profile on Twitter, @ToleranciaCero, and
Facebook, facebook.com/ToleranciaCeroA3/ as an essential part of active listening.
ATRESMEDIA
| ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2015 |
SOCIETY
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