As a company committed to diversity, Atresmedia works to normalise the presence of people with disabilities in its different formats, as well as in its advertising communications, to give voice to their reality and achieve their full inclusion in society. At the same time, it makes its staff aware of the reality of this group through different awareness-raising initiatives and corporate volunteering activities.
1. Contents and formats
Atresmedia is committed to the normalisation of disability by giving space to this group through its most recognised entertainment programmes, as well as in its fiction series and films. Thus, to the extent that the storyline of the series or programme allows it, it undertakes to study the inclusion of plots and/or content related to issues of social impact, such as the normalisation of disability and the promotion of diversity and equality, among others.
2. Advertising communications
Atresmedia has a plan to broadcast advertising campaigns free of charge for social entities that meet certain requirements. With this initiative, the Group disseminates the work of numerous foundations and associations that serve people with disabilities by broadcasting their advertising spots on all Atresmedia television channels, radio stations and digital platforms. These free campaigns have enabled them to increase their number of members, as well as their capacity to raise awareness and disseminate information on the social problems they work on.
3. Internal awareness
The Atresmedia Corporate Volunteer Programme has included, since its inception in 2007, volunteering activities with people with disabilities aimed at collaborating to improve the quality of life of this collective and to bring their reality closer to Atresmedia employees.
In addition, with internal initiatives such as the 'Know their Reality' project, Atresmedia employees can see first-hand the barriers and difficulties that people with disabilities encounter every day. More than 200 employees have been made aware thanks to this programme.