121 Social Responsibility and Sustainability Report 2017 | PRISA In Colombia, our stations ran projects and acti-vities, aimed not only at listeners, customers and advertisers, but also to get employees involved in social causes. In the year that brought peace to Colombia, Ca-racol Radio acted not only as a media outlet but as peacemaker itself by providing full support and cooperation for this event of global importance: news programs, analysis, open mics, participation in forums, campaigns and national government projects such as the National Peace Prize, among others. Caracol Radio and its spoken-word and music sta-tions ran internal campaigns to raise awareness among employees on the importance of protec-ting natural resources, and promoting water, ener-gy, paper and cardboard conservation. It has also worked with various government organizations and nonprofit entities on child protection campaigns, as well as initiatives on respect for diversity and gen-der, and health promotion, education and culture. Throughout the year, W Radio has led several cha-ritable campaigns and partnerships with a range of organizations and companies in the country. These included the traditional fundraising for residents of Chocó, one of the country’s most disadvantaged regions. As well as supporting educational institutions, as in previous years, Tropicana, Oxígeno, Radioac-ktiva and LOS40 teamed up for their traditional Christmas concerts and collected gifts for children in need. In Mexico, through the initiative LOS40 Solida-rios, reforestation initiatives were conducted in the metropolitan area of Guadalajara over a wee-kend. And family values were promoted among young people through the short film competi-tion, LOS40 en corto. Support was also given to the protocol Amber Alert, which is activated immediately after the disappearance of a child or adolescent. The station also supported cam-paigns to fight breast cancer and against gender violence, as well as the nationwide collection for Mexican Red Cross. In Argentina, Continental, LOS40 and their web platforms supported the WWF’s Earth Hour, the biggest global campaign in defense of the envi-ronment. Continental also lent its support to the campaign “Argentina Vision 2020”, run by the NGO Bisblick, which grants scholarships to young people with high potential and low income. All year round, LOS40 and its social media ran the cam-paign LOS40 Solidarios, aimed at promoting and garnering support for the activities of a wide range of NGOs and charities. In Chile, participation was encouraged in a wide range of activities throughout the year. A partner-ship was signed with the foundation Desafío Le-vantemos Chile, dedicated to rebuilding schools and areas affected by natural disasters, and caring for low-income sectors. In addition, commitment to social causes has been maintained through agreements with América Solidaria, which seeks to eradicate poverty on the continent, and Tele-ton (a telethon event), the annual campaign for the construction and support of the Children’s Reha-bilitation Institutes (IRI), which treat children with motor disabilities. There was also support, via on-air mentions or online banners, for: campaigns for the protection of the environment (Earth Hour); ci-tizenship (Educación 2020, Crece Chile, Bomberos de Chile Servicio País, América Solidaria, Techo); children (Protectora de la Infancia, Patronato Ma-dre Hijo, Fundación San José, Leche para Haití); and health (Teletón, Pequeño Cottolengo, Fun-dación Paréntesis, Fundación Debra Niños Piel de Cristal, Fundación Arturo López Pérez, Coani-quem, Coanil). In Panama, the initiative of giving airtime to NGOs was continued. In addition, every week a group of low-income children was invited to the LOS40 stand located in the children’s theme park Diverci-ty. With regards to content, a section called “Good News” was added to the Radio Panama news, hi-ghlighting the positive events of the day. Similar-ly, the “Lo Positivo” was added to Ya Párate, the LOS40 morning show, with the aim of providing educational content in a fun way, and with the co-llaboration of young entrepreneurs from Ayudinga. The LOS40 team also made presentations at ma-jor universities in Panama, offering their knowledge and experience on topical issues such as The im-pact of radio on social networks.
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