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CORPORATE RESPONSIBILITY REPORT 2011
Collaborations through all our channels
The Mediaset Group’s collaboration in relation to social
issues is based on the following key campaigns:
“12 meses, 12 causas” (“12 months, 12 good causes”), the
largest community support project ever undertaken by a
media company in Spain, and which has received extensive
acknowledgement,celebrates its 12th anniversary in January
2012. From its very beginnings, “12 meses, 12 causas” was
able to infuse its spirit intoTelecinco presenters and actors -
who readily lent their image to the initiatives being launched
or became supporters - and into its fictional programmes
and series, which always addressed through their content
the issues involved in each of the good causes supported.
This initiative is adaptable to emerging social needs, as can
be seen from its backing of the Spanish cucumber and
its consumption, or the campaign in favour of national
tourism. The group’s various channels also featured ad
hoc adaptations of this initiative aimed at specific targets.
Examples of this are: Boing, which promoted initiatives
aimed specifically at children; Divinity, which supported
initiatives targeted at female viewers;Telecinco.es; and even
Telecinco Cinema, which is also to participate through its
own projects in the publicizing of some of the good causes
supported.
Following the crisis affecting the consumption of
Spanish cucumbers, which began in Germany, the
presenters and journalists of Mediaset España were
keen to suppor t the Spanish cucumber last summer
by sharing their cucumber recipes and being
photographed with Spanish cucumbers, as par t
of the
“¡Estamos contigo, pepino!”
(“We´re with
you, cucumber!”) campaign. This initiative, which
was star ted off by Telecinco.es, was subsequently
extended to include all the other group channels
as par t of the “12 meses, 12 causas” project. This
was done through bumpers featuring famous
faces such as those of Mercedes Milá, Ana Rosa
Quintana, Jorge Javier Vázquez, Concha García
Campoy, Tania Llasera, Christian Gálvez, Emma
García, David Cantero, JJ. Santos, Pedro Piqueras,
Juan Pedro Valentín, Màxim Huer ta, Joaquín Prat
and Ramón Fuentes.
In the Summer “12 meses, 12 causas” launched its
“España, sin ir más lejos”
(“Spain: go no further”)
campaign to suport the national tourism industry.
This campaign was given 360º coverage on television,
on the Internet and through social networks. The
campaign was supported by Telecinco, Cuatro
and Divinity through a series of graphic elements
which were developed ad hoc for each of these
channels, inspired by the art of Spanish painter Joan
Miró, which is also present in the official image of
the Spanish Tourism office. These visual elements
appeared on screen at different times, collaboration
being received from news and other programmes
through reports, competitions and special features
which highlighted the delights of tourism in Spain.
Internet, the official Telecinco web pages, Cuatro
and Divinity, and their Facebook andTwitter profiles,
were all instrumental in putting together the
photographs received from viewers. With all the
material available, Mediaset España developed an
on-line guide by autonomous regional communities,
based on a virtual map with users’ suggestions.