Annual And Corporate Responsibility Report 2017

7.3.2.5. Tolerancia Cero in 2017 More information at: http://compromiso. atresmedia.com/tolerancia-cero/ In 2017, Antena 3 Noticias and Fundación Mutua Madrileña joined forced on occasion of the international day for the elimination of violence against women to give new impetus to the Tolerancia Cero (Zero Tolerance) campaign. So far the initiative has focused on raising public awareness of four key concerns relating to domestic violence: social rejection of the abuser, everyday male chauvinism, educating children on how to maintain healthy relationships and launching the ‘Ya NO’ videoclip. SPOTS Antena 3 245 Nova 198 Mega 222 Atreseries 229 Total 894 Hours 5,1 Cumulative audience (thousands) 32,369 Coverage (%) 76.1 Actual GRPs 772 Adverts broadcast 420 No. of microsite news items 200 No. of mentions on social network pages 400 No. of reports and/or coverage on news programmes 70 % of the population acknowledging the value of the initiative 86% No. of bloggers who follow one or other company milestone 10 No. of well-known faces supporting the cause 40 Other key actions in 2017 Campaign to ensure social rejection of abusers. Campaign against common everyday expressions of male chauvinism. Child education to help prevent violent conduct down the line. Ya NO videoclip. The funds raised from videoclip downloads were given to Fundación Ana Bella, which provides support to female victims of gender-based violence. | 146 |  7. OUR CONTRIBUTION ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017