Annual And Corporate Responsibility Report 2017

7.3.2. Awareness initiatives Atresmedia has been working for more than a decade on initiatives with a deep social impact from two fronts: raising social awareness thanks to its outreach as a media broadcaster; and action articulated through its six own projects, each of which aspires to solve a social problem or issue: road safety with Ponle Freno (2008); the environment with Hazte Eco (2010) (for more information, see Environmental awareness ) ; a healthy life with Objetivo Bienestar (March 2014); defending cultural invention and intellectual property with Crea Cultura (September 2014); support for scientific research and preventive medicine and healthcare with Constantes y Vitales (October 2014); and fighting against gender-based violence alongside Tolerancia Cero (November 2015). Following the launch of Ponle Freno, every step we take is a reflection of Atresmedia’s commitment to society and the community: the aim is for every initiative of ours to bring about some kind of transformation, meaning real change that has a direct and positive impact on society. Atresmedia strongly believes that the media has the power to transform society for the better. This conviction was institutionalised in 2014, when the Group created Compromiso Atresmedia (Atresmedia Commitment) , an umbrella platform under which the Group carries out all its corporate responsibility projects and showcases them through television, radio and its digital platforms. To ensure the Group practises what it preaches, all these initiatives are also reflected internally through actions to promote road safety, healthy habits and environmental awareness among Group employees. In 2017, Atresmedia’s television channels dedicated a total of 1,599 broadcasts to promoting and raising awareness of its Atresmedia Commitment brand. Together these showings attracted 34,053,000 viewers, covering 80% of the Spanish population. SPOTS Antena 3 272 laSexta 421 Neox 171 Nova 223 Mega 248 Atreseries 264 Total 1,599 Cumulative audience (thousands) 34,053 Coverage (%) 80 GRPs 836 7. OUR CONTRIBUTION  | 137 | ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017