Page 96 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report
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96
OUR CHANNELS
“12 MESES” IS 12YEARS OLD
In 2012 the initiative “12 meses, 12 causas” completed
12 years supporting and promoting solidarity initiatives
of social awareness and carrying out campaigns in favour
of the least fortunate. More than 100 causes have been
supported over those years which have brought 45
awards and recognitions, such as the Gold Medal of the
Cruz Roja, the Unicef Award and various awards from the
Institute for Women among others.
In these first 12 years “12 meses” has fought against
domestic violence, cancer, drug addiction, school bullying,
pirate copying, has encouraged reading, sport, music,
healthy living, proper eating, gender equality, careful
driving, a healthy sex life; it has given support to the elderly,
children, those living with Alzheimer’s disease, women
suffering from abuse, people discriminated against among
many other initiatives. Throughout this time “12 meses”
has grown and developed with the needs of society,
appealing to the conscience of the public with positive
messages with a view to changing attitudes.
In 2012 the calendar has ceased to set a timetable for
“12 meses” in terms of the number of causes to be
supported, the programme having gone on to develop
far-reaching initiatives with tangible results, centring its
efforts on large-scale projects such as the following:
Awareness campaign in association with the National
Transplant Organisation in which Mediaset España has
opened all of its channels of communication with the
public in order to contribute to encouraging a culture of
organ donation, increase the number of donors in Spain
and act as a spokesman for the priority needs of the
National Transplant Organisation.
The initiative has had the involvement of the most
well-known faces of Mediaset España appearing in the
institutional spots as well as publicity co-operation and
support from the news and current affairs programmes
of Cuatro and Telecinco.
The campaign has also had a presence on the internet
by way of the website
featuring necessary information for potential donors by
way of an FAQ section and the possibility of ordering
an organ donor’s card issued by the National Transplant
Organisation online.
“Eres perfecto para otros” set out with the double
objective of encouraging potential donors, helping them
to take the important decision of asking for a donor’s card
from the National Transplant Organisation, and helping
them to see the importance of informing their family of
their wishes, whose authorisation is essential when the
time comes.
The efficient work of solidarity of “Eres perfecto para
otros”, for which Mediaset España was given the
distinction of “Medio de Comunicación más Solidario” at
the Solidarity Awards of the Insurance Industry, received
various awards in 2012 such as the Special Iris Award
of the ATV, the Award for Best Social Project or Action
of PUBLIFESTIVAL, the “Calidad de Vida” Award of the
Asociación Andaluza de Trasplantados Hepáticos, the
Social Integration Award of the Asociación de Personas
con Discapacidad de la Provincia de Albacete (AMIAB),
the ALCER Award for work promoting organ donation
and transplants and the “Los Mejores de PR” Award of
the internet portal PR Noticias for the best corporate
social responsibility initiative on television.
WORKINGTHROUGH ALL OF OUR CHANNELS
12YEARS
MORE THAN 100 CAUSES
ESTIMATED COMMERCIALVALUE
OF THE INSTITUTIONAL SPOTS
BROADCAST: 14 MILLION€
45 AWARDS AND RECOGNITIONS
