MediaSet has renewed its initiative with the media this Wednesday to mark a yearlong program titled “12 Months, 12 Reasons,” celebrating 25 years by reaffirming its core purpose. The project will pursue a different objective every month, and presenters including Carlos Franganillo, Ana Rosa Quintana, Marta Flich, Ion Aramendía, and others will participate.
The event took place at the New Communication Forum inside the Gran Círculo Casino in Madrid. Alessandro Salem, CEO of the group, stated: “We closed our 25th anniversary with this project and feel a duty to emphasize social communication as a tool for public discourse.”
“Choosing the cases to highlight this year was not easy, given the times of change and challenge society faces. The selection rested on five pillars: protecting children, respecting and caring for the elderly, safeguarding health, supporting people at risk of social exclusion, and ensuring accessibility,” he noted.
Salem also touched on Mediaset’s path back to leadership: “It has been a busy year with substantial work. A key challenge remains news.” He added that the renewal of Informativos Telecinco aims to tell the news in a way that brings it closer to people, while stressing that a media outlet’s credibility hinges on a strong news department. He emphasized the importance of a trustworthy newsroom as a measure of reliability.
Javier Bardají, CEO of Atresmedia, offered remarks of respect for Salem, noting competition exists but without tension. He acknowledged Mediaset’s interest in radio and conceded that the current market path is highly complex, requiring careful study and adaptation.
Ana Rosa Quintana also attended, drawing attention to Salem’s leadership. Quintana described him as bold and intelligent, working with a clear vision to instill a televised soul. She remarked that such a transformation takes time and that the team around him is pushing hard to realize it.
’12 Months, 12 Reasons’ for 2024
January: Awareness and social purpose
The January agenda centers on awareness through an advertisement that presents the campaign’s guiding principles: improving personal well‑being, environmental care, promoting an inclusive society, and supporting the most disadvantaged as a core mission.
February: Tribute with Marta Flich
The February campaign emphasizes respect, aiming to educate young people on appropriate mobile use while providing resources for responsible technology behaviors. Marta Flich serves as ambassador, collaborating with FAD Juventud, an NGO dedicated to improving youth well‑being by analyzing, acting, and shaping policies affecting young people’s development.
March: Child protection with Santi Acosta
Protecting children from violence is essential for their development, health, and future opportunities. In times of conflict and humanitarian emergencies, children are especially vulnerable to abuse, trafficking, and exploitation. Santi Acosta will chair this cause alongside Plan International, an NGO defending children’s rights and girls’ equality across more than 80 countries, striving for a world free from fear and discrimination.
April: Cancer prevention with Ion Aramendi
Cancer remains a leading cause of death globally. The Spanish Association Against Cancer (AECC) aims to push oncological research beyond 70% survival by 2030, with the campaign featuring Ion Aramendi as a speaker in April to advocate for progress.
May: School bullying with Lara Álvarez
Bullying carries serious consequences for students. The campaign highlights the role of witnesses in stopping abuse and emphasizes community action, with Lara Álvarez as ambassador and collaboration with the ANAR Foundation, which supports children and adolescents in distress.
June: Organ donation with Carlos Franganillo
World trends show Spain leading international organ donation, thanks to the National Organization for Transplantation. Together with this body, the program will stress family conversations about donation, easing future decisions and offering new chances to others.
July: Respect and care for the elderly with Beatriz Archidona
Older adults are central to society, yet aging carries stigma. This month honors seniors alongside foundations that champion their dignity, recognizing the unique value they bring to families and communities.
August: ALS awareness with Joaquín Prat
ALS remains a degenerative condition with limited treatment options. The campaign, aided by Causas and the Luzón Foundation, aims to raise visibility and support research, with Joaquín Prat backing this cause of solidarity.
September: Caring for an Alzheimer’s caregiver with Carlos Sobera
Alzheimer’s reshapes lives for patients and caregivers alike. The partnership with CEAFA and the Reina Sofía Foundation centers on supporting caregivers and those affected by the disease.
October: Mental health with Ángeles Blanco
One in four people will face a mental health challenge at some point. In honor of World Mental Health Day, the campaign will underscore the importance of access to care and supportive measures for those living with mental health conditions and their families, led by Ángeles Blanco.
November: Food collection with Ana Rosa Quintana
Many in the country face food insecurity despite employment. Through the Big World Food Collection, aligned with 54 food banks under FESBAL, the initiative helps 1.3 million people access food; Quintana serves as ambassador for this effort.
December: Accessibility with Ana Terradillos
Accessibility means ensuring environments, processes, goods, and services allow all people to participate autonomously. The effort, supported by CERMI, aligns with Ana Terradillos to advance accessibility for individuals with disabilities in all forms.