U.S. HISPANIC
Dopamine’s La Rueda de la Suerte for TV Azteca is the first Mexican entertainment production seeking a green seal
Maribel Ramos-Weiner| 19 de mayo de 2023
Fidela Navarro de Dopamine para nota sobre sostenibilidad
To obtain the EMA’s (Environmental Media Association) Green Seal Certification for an entertainment production such as La Rueda de la Suerte for TV Azteca is a goal for Dopamine after receiving the Green Production Seal in the category Gold for its series Reina Roja for Amazon Prime, recorded in Spain.
However, Fidela Navarro, CEO of Dopamine, explains that —beyond a certificate— it is about a real commitment to the planet because they are motivated by a genuine commitment to environmental, social, and economic sustainability.
“The best companies in the world are changing their production methods, selecting suppliers, and taking care of their carbon footprint, and we cannot stay behind in the audiovisual industry. We know that in Mexico and Latin America, we have a long way to go. At Dopamine we are under the highest sustainability standards,” she said, adding that, after obtaining the green seal for Reina Roja, they now seek to continue this drive in their productions in Mexico and Latin America, as well as practicing the triple R: reduce, reuse, recycle.
Navarro explained that in the case of La Rueda de la Suerte, they want to go beyond the set and that their measures and messages are implemented in offices, warehouses, workshops, and spaces to make productions more sustainable. “We also work on the messages in the script, in order to create environmental awareness in all the people who see our work on movie screens, television, and their mobile devices. In La Rueda de la Suerte —our contest show for TV Azteca currently being recorded—, for example, we seek to include that the participants address the environmental issue, both in the game panel and in receiving their calls, where we invite them to take concrete measures,” she explained.
She commented that there are no indicators in Mexico and that they are the first to launch sustainability measures for this type of production. “Our objective is to reduce the impact on the carbon footprint of our uses and customs up to the present and at the same time achieve goals that serve as a numerical reference to improve in the upcoming productions. We have the goal of achieving environmental actions and waste reduction for each of our departments. Dopamine, as part of Grupo Salinas, seeks to implement best practices that fit the global agenda on the climate crisis and its social and economic consequences. Grupo Salinas and Dopamine implement a donation and volunteering policy to give back to society in our capacities, and thus mitigate social needs in our environment,” he said.
She commented that the interesting thing about implementing the practices of reducing, reusing, and recycling is that it directly impacts the financial efficiency of the projects. “Thus, not only each production but the production houses in general, clients and suppliers, we must have our own sustainability policy.”
The company that advises Dopamine on sustainability in the production of La Rueda de la Suerte is Ecofilming,
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