06. cOmmITmEnT TO SOcIETy AnnUAL REPORT 2011 PRISA against climate change PRISA collaborates with the WWF, the international conservation organization, to promote the year’s biggest mass participation event, Earth Hour, which has been held since 2008. For the second consecutive year PRISA, as official media partner, launched a major operation to support the WWF awareness campaign Earth Hour, which mobilized all companies in all the countries where we operate on both sides of the Atlantic. The financial value of editorial coverage and advertising provided was estimated as being worth more than 11 million euros. With the ultimate aim of committing governments to act against climate change, PRISA supported the symbolic worldwide “lights out” initiative, which took place across 103 countries in 2010. The lights were turned off at the same time on buildings and monuments such the Brandenburg Gate in Berlin, the Eiffel Tower in Paris, the Peace museum in Hiroshima, the Empire State Building in new york and the world’s tallest building, the Burj Khalifa in Dubai. PRISA also participated as a media partner in the second edition of the Global Sports Forum, held from march 8- 10 in Barcelona, a kind of Davos for the sports world, which brought together over 70 speakers from 50 countries. The debates revolved around four themes: sustainable development, the digital age of new media and social networks, the new world map which sees major sporting events being held in developing countries and the integration of young people. Speakers included former athletes and sportspeople such as El Guerruj, Jonah Lomu and Iñaki Urdangarín and leading figures from the world of sports such as Juan Antonio Samaranch, Jaime Lissavetzky, Albert Soler and Issa Hayatou, FIFA vice-president. Another initiative was our participation as sponsors for the congress challenges Facing the Spanish Digital content Industry jointly organized by ASImELEc (currently AEmETIc) and the ministry of culture, which aimed to create, encourage and promote valid mechanisms for the development and empowerment of the IcT sector within the national economy. In addition, PRISA is a trustee of the Foundation ProcnIc, the most important corporate sponsorship’ initiative in Spain in recent years in terms of financial aid provided to the national cardiovascular Research center and the large group of companies involved. Canal+ Ad campaign starring by Blind People 95