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STARTED IN 2021
CONCLUDED
Adolescents (ages 13-19)
Young people (ages 20-35)
Digital Wellness
Digital Engagement and Media Literacy
Digital Empowerment
Spain
logo Efecto MIL

Fundación Atresmedia is the corporate foundation of the Atresmedia Group, the leading Media Group in Spain that covers all areas of the audiovisual sector. As such, Atresmedia feels a social responsibility to support and promote information and media literacy. Thus, they founded Fundación Atresmedia in 2005. The foundation runs a number of projects for children and young people that encourage critical thinking and creativity. As part of these projects, they provide workshops and trainings, offer scholarships and award prizes. 

One such project is Efecto Mil whose primary objective is to promote proper use of social media by nurturing creativity, innovation, and media literacy skills. To promote participation, the project collaborates with schools and universities, encouraging students to contribute. Within Effecto Mil, young people aged 16 to 25 are encouraged to create videos and talk about information and media literacy by discussing pertinent topics like cyberbullying, social media addiction et cetera.

Participants are guided through a video submission process that runs from December to mid-February. They register on the Efecto Mil website, where they access tutorials and guidelines for video creation and can connect with the project team for assistance. After submission, the videos go through two evaluation rounds, with a young jury under 25 conducting the initial review and a more senior jury overseeing the final round. The top 10 video creators receive 20 hours of hybrid training, encompassing social media, marketing, production, and media and information literacy. The winning team receives a prize worth €3,000 and a chance to participate in an experience at Atresmedia such as attending a film shoot or taking part in a studio recording.
Impact measurement focuses on follower and view counts, with participants encouraged to promote their content on personal social media channels. Efecto Mil provides a valuable platform for young people to develop their skills, engage with professionals, and showcase their creativity while enhancing media literacy.

Schools have successfully integrated Efecto Mil into classrooms, with some having made it a compulsory activity for teaching information and media literacy. The initiative's future goals include expanding its reach to more educational institutions.

In the 2023 edition, 474 young people registered and 275 videos were submitted.

The dissemination campaign carried out by the Atresmedia Foundation through social networks has reached 7.1 million views among young people.

37 entities have collaborated in the dissemination: universities, creativity schools, youth information networks.

The 10 finalist videos have been disseminated in social networks by their creators, reaching more than 150,000 views in their communities of followers in a period of two weeks.

The Initiators
Fundación Atresmedia
Reach out

Susana Gato García, Director of Corporate Responsibility ATRESMEDIA and Deputy Director of the ATRESMEDIA Foundation: susana.gato@atresmedia.com 


Álvaro Alonso Colorado, Head of Strategy and Good Governance: Alvaro.Alonso@fundacionatresmedia.org