Page 98 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report
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98
OUR CHANNELS
Aware of the great power of social communication given
to it by its leadership in the Spanish audiovisual sector
and of the need to appeal for solidarity at a time at
which many people are in tremendously difficult financial
position, Mediaset España reached a co-operation
agreement with Cruz Roja Española for which it put its
communication powers at the service of this institution
in order to encourage co-operation with the Flag Day
event held in Madrid, Guadalajara and Andalusia on 10
October last the takings from which went for the first
time in their entirety to Spanish families in situations of
extreme vulnerability due to the economic crisis.
Programmes produced in-house byTelecinco and Cuatro
and their news programmes dedicated part of their
content and reports during the days prior to the event
to making viewers aware of the need to help in such a
delicate socio-economic situation and of the social work
carried out by Cruz Roja Española by way of its numerous
solidarity campaigns. Despite the difficult financial position
many people find themselves in the campaign on Mediaset
España helped Cruz Roja increase its takings by 50%
compared to the previous year.
“Alas verdes”: the environment always
present on “12 meses”
“12 meses” put in motion in the summer of 2012 a
new awareness campaign to protect the environment
inviting viewers to become its essential participants: the
“Ángeles Verdes”. By way of this campaign undertaken in
association with Fundación Entorno, the leader in Spain
in sustainable business development, Mediaset España
has again sought to make the public aware that the sum
of small daily acts to preserve the environment brings
about general benefit and also means savings for the
domestic economy, something to be borne in mind in
the current situation. Reducing electricity consumption,
making effective use of water,
recycling what you throw away,
finding new uses for used clothing
and maintaining your surroundings
were some of the ideas proposed
by the campaign in order to earn
the symbolic green wings given to
those who take most care for their
environment.
Using the slogan “If I win, the planet
wins” Mediaset España launched
three institutional spots featuring
well-known faces from its channels
which were broadcast by all of the channels of the Group.
The news programmes of Telecinco and Cuatro and
the in-house production programmes of both channels
also offered reports on what can be done to preserve
the environment and save money while the website
offered advice on how to become a
“green angel”, with access to the tool for attaining green
wings by way of a Facebook application to personalise
your image and share it in the principal social networks.
Christmas campaign
“Quiero dar lo mejor de mi”
The Christmas campaign “Quiero dar lo mejor de mí”,
an initiative in which Mediaset España joined forces
last Christmas with Mensajeros de la Paz to encourage
the public to take part in the assistance projects of the
organisation to help children, the elderly, families and
people affected by the economic crisis in Spain - groups
which now represent 20% of the population which lives
under the poverty line -, raised 78,643 euros from the
65,536 SMS received.
