Music station 40 Principales and Coronita join forces to save the beaches

40 Principales and 40viajes.com have teamed up with Coronita to help with the campaign Save the Beach, aimed at raising awareness about the degradation and destruction of our beaches.

This environmental initiative encourages internet users to participate in an online competition, www.coronitasavethebeach.org, whereby they send in videos and photos of beaches in peril and then vote which beach to save this summer. The closing date is mid-July and the hope is to have a Blue Flag flying on the selected beach before the end of the summer season.

Some of the funds to be used cleaning up the coast will come from the sale of limited-issue beach bags, designed exclusively for the campaign by Custo Barcelona, and made from organic canvass. There will also be a series of fund-raising events: on August 14, for example, 40 Principales will throw a concert on the beach at Salou (Tarragona), featuring  Pau Donés (of the band Jarabe de Palo) among others.

The initiative is part of a European-wide campaign, organized by Coronita, the beverage company owned by Grupo Modelo, and the project has already been successfully launched in London, Berlin and Milan.

40 Principales and 40viajes.com are thrilled to be involved. "It's an innovative environmental project," says Raúl Rodríguez, director general of SER, adding that it's one that is in keeping with previous initiatives carried out by the broadcaster.

Over the past few months the broadcaster has planted trees in Leganés, Llobregat and Cáceres, with the support of bands such as  Revólver, Estopa and La Oreja de Van Gogh. And the annual 40 Principales Awards are held in aid of charitable causes.