Regional Government of Madrid launches social action campaign in Metro de Madrid

#muévete
The Madrid underground will undertake different actions each month to involve passengers in social causes. The initiative #muévete [get moving] will begin in February with messages to raise awareness to combat harassment. Equality, children’s rights and the fight against LGTBphobia are just some of the causes included in the campaign, which will continue throughout the year.

The Regional Government of Madrid has launched a social action campaign in Metro de Madrid to encourage passengers and employees to get involved in different social causes. The Councillor for Transport, Mobility and Infrastructures of the Regional Government of Madrid, Ángel Garrido, presented the initiative today, entitled #muévete, which seeks to raise awareness on various issues of social importance, such as the equality of women, children’s rights, respect for diversity and environmental respect, among others.

The first social cause, which will be promoted in the Madrid underground, is the fight against harassment. Accordingly, during the month of February, various actions will be carried out aimed at facilitating the recognition of cases of harassment and cyber bullying, and thus preventing and reporting them, thereby fighting to combat them.

 “Metro is much more than a means of transport. It is also a communication channel with 2.4 million people passing along its platforms and through its stations each day. And it is also a meeting point, a place for dialogue and to debate and reflect on the serious problems facing our society”, stated Ángel Garrido.

RAISING AWARENESS

For the regional councillor, public transport is primarily based on criteria of solidarity. “Through this campaign, we want to extend this solidarity and focus it on some of the serious problems that our society is facing: from equality for women to respect for diversity and harassment. In doing so, we want to contribute to raising awareness to push through a change for the better”, he explained.

In February, the campaign #muévete to combat harassment will include various communication materials, with very direct and visual messages distributed at strategic spaces on the network. Large posters will be displayed at Sol, Callao, Moncloa, Nuevos Ministerios, Embajadores, Plaza de España, Pacífico, Canal, Colombia and Plaza de Castilla stations showing a decalogue of actions to recognise and combat cyber bullying.

In turn, the Canal Metro Madrid screens and the social media accounts of the company will serve to broadcast short audio-visual spots with advice to recognise harassment and recommendations to prevent and report it, while seeking to raise awareness among users on the positive use of mobile devices and the Internet through real testimonies provided by StopHaters, the leading anti-harassment association in Spain, with which Metro is collaborating on spreading this campaign.

This general campaign to raise awareness to combat harassment will be accompanied by other actions that will take place at different points throughout the month, in which Metro de Madrid workers will also be involved. So, between 11 and 29 February, passengers at Legazpi station will be able to enjoy a preview of the exhibition ‘Atados’, a display in which famous people from the world of television, journalism, fashion and music pose for the photographer Miky Guerra and lend their image to the fight against cyber bullying.

To complete the campaign, short theatre plays will be put on between 24 and 28 February in which actors, such as Nacho Guerreros, relate stories about harassment and cyber bullying.

A NEW CAUSE EACH MONTH

Through #muévete, Metro will address different issues each month, such as equality and non-discrimination, the social inclusion of vulnerable groups, such as persons with disabilities, the prevention and care of health, fostering healthy habits and sustainable consumption, environmental respect, children’s rights and solidarity.

In March, coinciding with International Women’s Day, a campaign will be undertaken to raise awareness in stations and trains to foster equality and combat discrimination; April will be given over to health; May to culture, and June to the fight against LGTBphobia and in favour of respect for diversity.

In August, Metro de Madrid will focus on the elderly; in September on inclusion; in October on abuse of animals, and in November on fostering children’s rights. The campaign will end in December with actions to foster solidarity.

The initiative #muévete is a key piece In the Corporate Responsibility Policy of the Regional Government of Madrid and forms part of its social line, which means collaborating actively with social institutions and groups, and making available resources of the public enterprise Metro de Madrid, such as its facilities, museums, the experience of its employees and the great potential of the underground as a showcase and channel to spread information.

Ángel Garrido, consejero de Transportes, Movilidad e Infraestructuras de la Comunidad de Madrid y presidente de Metro de Madrid

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Presentation of social campaign #muévete

The Madrid underground will undertake different actions each month to involve passengers in social causes
The initiative #muévete [get moving] will begin in February with messages to raise awareness to combat harassment
Equality, children’s rights and the fight against LGTBphobia are just some of the causes included in the campaign, which will continue throughout the year
Poster of the social action campaign #muévete