Page 65 - rsc_eng

Corporate Responsibility 2010

65

EL PODER DE LA GENTE (“PEOPLE POWER”), a social network based on solidarity where good ideas can be developed and projected outwards

In 2010, Telecinco’s social initiatives were determined not by the number of months in the year but by all the many individual ideas which could be implemented. For this, we enlisted the support of some of Telecinco´s most famous communicators, persons noted for their capacity for getting their message across to viewers: Pilar Rubio (watch video ), Jesús Vázquez (watch video ), Cristian Gálvez (watch video ), Sara Carbonero (watch video ), Mercedes Milá (watch video ) and Ana Rosa Quintana (watch video ). All these persons lent their image and voice to an institutional campaign made up of a total of six spots – one featuring each of these presenters -, the idea being to foster the spirit of the project among Telecinco and La Siete views by means of concepts such as “You can change things”, “Let your idea inspire others” and “You win, I win”, among others.

The fnancial downturn has formed, throughout 2010, a new social order in which concepts such as consumption, need, solidarity and happiness have taken on new meaning. Society’s values have changed and people’s sense of inventiveness has become heightened, enabling them to take charge of their future and get on with their lives. Telecinco is aware that thousands of good ideas come to nothing because they lack projection, that their impact remains small when it could have been big, that strength comes from togetherness and that this strength must come from people; it has therefore presented society with a challenge, appealing to people’s imaginations, encouraging them not to close their eyes to what is happening around them; in short, giving the people the foor.

Throught 2010, EL PODER DE LA GENTE (www. elpoderdelagente.es)webpagehas been theplatform conceived as a social network which anyone can join to form part of the project. By making full use of the tools made available by new technologies, Telecinco

has given all people the opportunity to make known their socially-inspired ideas, to fnd out about other people’s ideas, to discuss them, to vote on them, to come together in supporting them, and, inspired by the diferent proposals presented, to implement similar ideas in their own particular communities.

TheELPODERDELAGENTE initiativehas alsoenjoyed international projection, through the inclusion of pages and groups in social networks such Facebook, where it has almost 11,000 fans , and Twitter.

Telecinco received almost 900 ideas in 2010; it chose a series of these to be presented through various institutional spots whereby it has presented a variety of ideas to homes all over Spain, the aim being to inspire those who might wish to undertake similar socially-inspired projects.