Through its Foundation, the Telefónica Group manages Proniño, a programme that aims to help improve the welfare of children across Latin America. Telefónica O2 employees can volunteer to spend three weeks working on Proniño projects, and since 2008 we have worked with the company to help volunteers record and publicise their experiences using employee-generated video and other social media forms. We source the cameras, train the volunteers and edit their footage into short documentary films. The results are vivid, personal, first-person testimony about life-changing experiences. The films had such an impact internally that applications for the scheme the following year rose by 250%, allowing Telefónica O2 to treble the involvement of their employees.
Teléfonica employees capture their experiences as volunteers on the Pronino programme in Latin America