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DIRECTV Latin America Volunteerism
In Latin America, DIRECTV’s unique volunteer initiative Piedra Papel Tijera (Rock Paper Scissors) is designed to identify and address community needs, while at the same time informing more than 1 million viewers each year to help broaden their support and build awareness for issues and organizations. The initiative is a central component of Generación DIRECTV, our comprehensive corporate social responsibility program in Latin America that addresses community and human needs across the region.
Piedra Papel Tijera projects focus on renovating and beautifying the physical infrastructure of schools and community organizations. Since its inception in 2009, more than 5,000 DIRECTV volunteers have dedicated more than 45,000 volunteer hours to this transformative program. Their work has expanded capacity and improved facilities at schools, orphanages and other care facilities, while improving the quality of life for those served by these organizations.
Each volunteer project is filmed and broadcast as an episode of the Piedra Papel Tijera television show, which is now in its fifth year. This show tells the stories of the organizations and people who have benefited from these volunteer projects and raises awareness for their causes. This popular program launched in 2010 on DIRECTV Channel 999, where it has become a top 15 show, attracting more than 1 million viewers in 2014. As a result of the show, several hundred viewers have contacted us to volunteer on future projects.
As of 2014, 73 Piedra Papel Tijera volunteer actions had been completed across the markets we serve. These endeavors have attracted the volunteer participation of more than 43 percent of our employee base in the region. In 2014, we reached new heights during a record-breaking year for Piedra Papel Tijera. The number of volunteer projects completed increased by nearly 60 percent year-over-year.