Page 96 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report
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From its launch to the preparation date of this report,
“Eres perfecto para otros” has been supported by leading
Mediaset España presenters such as Ana Rosa Quintana,
Pedro Piqueras, Sara Carbonero, Jorge Javier Vázquez,
Jesús Vázquez, J.J. Santos, Tania Llasera and Samanta Villar,
and has generated 212,000 new requests for the “Soy
donante” card in physical or electronic form.
“Eres perfecto para otros”, which has been applauded
by society and distinguished by important awards
from associations, institutions, festivals and media such
as ALCER (national federation for kidney disease
patients), Publifestival and ATV; in 2013 the campaign
was recognised by the National Federation of Kidney
Disease Patients and Kidney Transplant Patients through
the Carlos Margarit Award for Mediaset España’s
humanitarian work.
Increase public awareness of stroke
symptoms, a new objective
of Mediaset España
During 2013 “12 Meses” initiated a new campaign to
build awareness of the importance of the early detection
of strokes, a serious brain disorder the aftereffects of
which can be considerably reduced if treated in time by
doctors. In order to transmit this message to society, the
awareness campaign“Para vencer el ictus todos contamos.
¡Detectarlo a tiempo es vital!” (Let’s beat strokes together.
Early detection is vital!) was launched in 2013 during
“Brain week” and ran from 30 September to 11 October,
with María Teresa Campos as the main presenter. The
presenter of “¡Qué tiempo tan feliz!” lent her voice to
animated spots created by the reputable illustrator and
comic author Paco Roca (author of the comic on which
the feature film “Arrugas”, the winner of two Goya
Awards in 2012, was based), to transmit the importance
of knowing how to identify the main symptoms of the
disease and the need to request medical assistance as
soon as possible.
Once again,Mediaset España devoted all its resources and
communication potential to disseminate this message by
screening the spots on its channels, as well as interviews
and reports in news and in-house programmes. “12
Meses” also installed information points in 44 hospitals
and 96 health centres, and promoted the “Autobús del
cerebro” (Brain bus) route in different Spanish cities
during which diagnostic tests were performed free of
charge to build awareness of active prevention of this
type of disorders. Additionally, the official website of
“12 Meses”
launched, in collaboration
with the Spanish Neurology Society, the website
ccontaining practical information
on strokes.
Mediaset España stepped up its involvement in the
campaign during “World Stroke Day” through interviews
(including celebrities who have had strokes such as the
cyclist Alberto Contador and the filmmaker José Luis
Cuerda), reports and prevention messages.
“Antes de guardar la toalla, limpia tu metro
de playa”, a special environmental initiative
by “12 Meses”
In the summer, “12 Meses” initiated a special action
to build awareness among millions of national and
international visitors who use Spanish beaches every
year.With the slogan “Antes de guardar la toalla, limpia tu
metro de playa” (Before putting away your towel, clean
your metre of beach) and tireless contributions from
Mercedes Milá, this sustainability and environmental
protection initiative was launched to convince the
population of the impor tance of their help in keeping
Spain’s coastline clean.
Mediaset España’s channels broadcast an animated spot
starring a mascot in the form of a towel to express the
campaign’s central message.This action was included in
different programmes and news content; the star ting
point was the island of Menorca, an example of clean,
well-preserved beaches and an absolute benchmark
destination for international tourism, which celebrated
the 20th anniversar y of its recognition as a UNESCO
Natural Biosphere Reserve in 2013. Reusable net
bags were handed out at different points of the island
in order to incentivise the collection of rubbish by
