Page 95 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

CORPORATE RESPONSIBILITY REPORT 2013
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Mercedes Milá, who is known to enjoy cyclotourism,
demonstrated once again her support for cycling and social
causes by participating in the Mongolia Bike Challenge, a
demanding international race through the Asian country
in which 108 cyclists completed 900 kilometres in seven
tough stages at the end of August 2013.
As part of the campaign to promote the use of bicycles,
Mediaset España and“12 Meses”sponsored the European
Mobility Week in September, screening a day of inclusive
sports activities in which Mercedes Milá and Miguel
Ángel Oliver took part. In this new initiative, in which
“12 Meses” sought to build young students’ awareness
of mobility difficulties encountered by disabled people,
Mediaset España organised a 6.5 km cyclotourism route
in the Madrid Río area, installing an adapted sports zone
in association with Fundación También. Around 500
children aged 11 and 12 from 13 schools took part in
this event together with paralympic sportspeople.
Mediaset España received a special distinction for this
initiative by “12 Meses” in Taiwan’s Awards for Excellence
in Sport and Technology.
Mediaset España and the National Transplant
Organisation (ONT) launched the app
“Soy Donante” during the campaign
“Eres perfecto para otros”
Following the huge success of and recognition received by
the campaign “Eres perfecto para otros” (You’re perfect
for others) to encourage organ donation, in 2013 “12
Meses” launched the “Soy donante” (I’m a donor) app
for mobile devices. Designed in association with the ONT,
the app allows users to request and carry with them
the electronic card attesting to the decision to donate
their organs, creating a new medium for the decisive and
necessary donations dialogue.
The launch of the app, which allows users to share the
electronic card and access ONT news and publications,
was accompanied by a new institutional spot screened
by Mediaset España’s channels, starring the presenters
Emma García, Marta Fernández and Nico Abad; it was
also promoted in programmes and news content, which
again contributed actively to support the new app and
disseminate the ONT’s main messages.