02. PRISA, A GLOBAL GROUP ANNUAL REPORT 2011 campaign against climate change organized by the WWF, Earth Hour, on March 27. The initiative involved all the group’s companies in all countries where the group operates. It was the largest mass public event that PRISA supported as media partner in 2010, and one that the Group has been supporting since 2009. As a crucial news and cultural player in the Spanish and Portuguese-speaking worlds, the Group will continue to support the initiative in the future in keeping with our commitment to raising awareness in this area. The initiative in 2010 mobilized more than 125 countries (37 more than in 2009) in 4,211 cities worldwide in order to show that collective action can effectively lobby governments to act against climate change. All of PRISA’s media outlets in all those countries where it operates were involved in the awareness campaign: television, radio, press and internet. The campaign took place throughout March by means of a countdown on Unión Radio’s stations, on programs on Cuatro and Digital+, in El País and Cinco Días, on all the group’s web pages and through Santillana, thus helping to spread the word that we still have time to prevent climate change. PRISA involved all its employees through in-company initiatives and designed web page on the corporate site with the slogan: PRISA against climate change. The day following the event (March 28) El País thanked all its readers for supporting the campaign on behalf of PRISA. The cost of running the campaign through editorial coverage and the donation of advertising space was valued at over 11 million euros across all the group’s media outlets. to transform it into a platform encompassing all in-company units and thus facilitating internal communications. For the first time, the Group has a collaborative work space that works as a channel keeping employees up to date on company news and allowing them to participate at a more personal level in the day-to-day activity of all the different business units of the Group. It’s a flexible model that has become an obligatory port of call for all the Group’s companies and to which they have direct access. A working group has been set up at the Corporate Center, made up of intranet managers from each of the companies with the aim of collaborating to identify potential synergies and to take advantage of opportunities in the area of internal communication. Responsible communication Over the past year, progress has been made in the plan for the management of indicators and for responsible communication. This has shown us the way forward. Noteworthy achievements include: a. New management of Communications: In 2010, PRISA’s Department of Communication embarked upon a series of changes to modernize the management of Group communications, strategically focused on employing the most advanced technologies to position PRISA as a consumeroriented company and on facilitating the Group’s expansion in international markets, particularly the US, Brazil and Mexico. This shared project, led by the Directorate of Corporate Communication, made up of the communications directors from all the Group’s business units, aims to integrate PRISA’s commitments as a socially responsible Group with its commercial operations and its relations with stakeholders as well as social and environmental issues. b. To set up internal and external channels of communication in the area of Social Responsibility: The corporate web site, prisa.com, has a special section on social responsibility that The SomosPRISA initiative Another noteworthy initiative in 2010 in the area of corporate social responsibility was the ongoing success of SomosPRISA, a project in the area of internal communication aimed at fostering company culture and a sense of belonging. The first phase involved launching a new corporate intranet. The Communications Department is now working on rolling out the intranet across all of the Group’s business units in order 20