Page 94 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report
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Mediaset España’s solidarity initiative, a social responsibility
benchmark in communication media after 12 years’
work, focused on the launch of new campaigns in 2013
to increase citizen awareness of healthy lifestyles, sport,
sustainability, caring for the environment and prevention
of disorders such as strokes; it also implemented new
actions to promote the recognised and applauded organ
donation campaign “Eres perfecto para otros” (You’re
perfect for others) launched in 2012.
As part of the initiative’s new approach, founded on
the promotion of causes that are tangible, have a high
social impact and bring quantifiable results, actions were
initiated to encourage the use of bicycles and also of
Spain’s “Vías Verdes” (railway lines turned into routes
that are particularly appropriate for cyclotourism); to
increase awareness of becoming organ donors through
the mobile app “Soy donante” (I’m a donor); and to
build awareness of the need for the early detection of
symptoms that could result in strokes and to receive fast
medical assistance to avoid its aftereffects. Additionally,
“12 Meses” (12 months) once again became involved in
environmental protection, which forms part of the DNA
of Mediaset España’s social initiative, through a special
action designed to persuade the general public to keep
Spanish beaches clean.
“12 Meses” deployed its capacity to harness citizen
collaboration for solidarity projects, as in previous years,
by sponsoring the people’s race Carrera Popular San
Filippo to raise funds for research into the children’s
illness of the same name.
As is common practice since “12 Meses” was launched,
its initiatives and actions attracted the involvement
and support of Mediaset España’s news programmes
and in-house programmes, as well as many presenters,
including Mercedes Milá, María Teresa Campos, Emma
García, Marta Fernández, Nico Abad, Miguel Ángel Oliver,
Marta Reyero, Paz Padilla and Pedro García Aguado.
“12 Meses” encourages the use of bicycles
through the campaign “Sobre ruedas la vida
me gusta más”
Continuing to stimulate awareness of the importance of
healthy living and that cycling is one of the most beneficial
activities, in 2013 “12 Meses” launched the promotional
action “Sobre ruedas la vida me gusta más” (On wheels I
like life more) to encourage the use of bicycles, in which
Mercedes Milá played one of the main roles.
By screening a new institutional spot starring the
Mediaset España presenter, the initiative began in April,
combining three actions: sponsorship of “La sonrisa
verdadera” (The genuine smile), an adventure to exceed
personal limits on a bicycle, undertaken by a blind
cyclist and his brother ; promotion of the “Vías Verdes”
(Green Routes), a project launched by the Spanish
Railways Foundation that has transformed around 2,000
kilometres of former railway lines into tourist routes
designed specially for bicycles; and advice from the
specialist Willy Mulonia, an Italian who in 2011 decided
to change his daily routine to put his bicycle at the centre
of his personal and professional life.
Two months later, Mediaset España decided to extend
and improve the campaign by launching a second phase,
including the production of two new spots starring four
different presenters: Miguel Ángel Oliver, Marta Reyero,
Paz Padilla and Pedro García Aguado.This cycling initiative
also became involved in the promotion of Spain’s green
routes through programmes and news content screened
by Telecinco and Cuatro, reactivating the company’s
campaign in support of domestic tourism “España, sin
ir más lejos” (Spain, no further) created in the summer
of 2011 to promote tourism within Spain and the
“Spain Brand”. “12 Meses” designed information sheets
on 10 routes downloadable from
and launched a freepost campaign based on exclusive
illustrations created for the spots by the group of artists
“La fábrica de pepinos by Boa Mistura”.
“12 MESES”, A SOCIAL RESPONSIBILITY BENCHMARK IN
COMMUNICATION MEDIA
