Fundación
Telefónica Movistar Colombia
Strategy
In 2024, Fundación Telefónica Movistar Colombia consolidated its role in the social and digital transformation of Colombia, with three strategic axes: Project Implementation, Positioning, and Participation in Public Policy. Its Strategic Objectives are:
- Project implementation:
Through strategic alliances, the Foundation expanded its impact throughout the country, promoting digital education and access to technological tools. Priority was given to free and certified training, with a focus on vulnerable communities.
- Positioning:
The Foundation’s presence in key events and its alignment with Telefónica Movistar Colombia’s Responsible Business Plan was strengthened, consolidating it as a benchmark in digital education and employability.
- Participation in public policy:
We promoted the inclusion of digital education in territorial development plans, collaborating with local Governments and contributing to strategic documents such as the Conpes on technology.
The Foundation’s integrated management focused on optimizing resources and maximizing social impact:
Virtual (90 %) and face-to-face (10 %) training to expand access to digital education.
Training paths designed according to the needs of different audiences, prioritizing the inclusion of women and digital equity.
Sustainability and effectiveness, guaranteed through strategic alliances, data protection and a focus on beneficiary loyalty.
This model allows the Foundation to sustainably contribute to the digital and social transformation of the country, promoting more connected and empowered communities.
This model allows the Foundation to sustainably contribute to the digital and social transformation of the country, promoting more connected and empowered communities.
Logros y General Achievements
and Results
2024, Fundación Telefónica Movistar Colombia benefited 1,703,208 people in Colombia through programs focused on Digital Education, Employability and Digital Entrepreneurship, Social Action and Volunteering, and Digital Knowledge and Culture.
Main achievements by program:
ProFuturo:
Benefited
1.333.916
children and trained
53.057 teachers.
ICT Family School:
Certified
9.598
fathers, mothers and caregivers..
Social Action and Volunteering:
We had
3.022
active volunteers and benefited
73.646
people.
Knowledge and Digital Culture:
Reached
50.920
participants in events and exhibitions.
Employability and Digital Entrepreneurship:
Trained
117.787
young people and adults, with 61.262 people accessing digital tools.
The Foundation was present in all 32 departments of the country (100 %) and in 791 of the 1,123 municipalities (70.4 % of national coverage), impacting 84.7 % (144) of the PDET territories (Development Programs with a Territorial Approach).
Investments made by the
Foundation Telefónica Movistar Colombia
To carry out the programs and projects, Fundación Telefónica Movistar Colombia implemented actions for a total amount of COP 6.56 billion, mainly from the contributions of donors Fundación ProFuturo and Fundación Telefónica España. The distribution of funds was as follows:
For the administrative management of the operation,
COP 2.7
billion were spent.
Within the Corporate Volunteering program in Colombia, COP 54 million were raised through donation campaigns carried out by volunteers during the years 2023 and 2024. These funds were destined to the acquisition of school kits and the purchase of markets for vulnerable population.
Fundación Telefónica España allocated
COP 979 million, distributed as follows:
COP 515 million
for projects of the Employability and Digital Entrepreneurship axis.
COP 189 million
for the Knowledge and Culture axis.
COP 275 million
for Social Action and Volunteerism initiatives.
Programs
and Projects
ProFuturo is one of the largest digital education programs in the world, promoted by Fundación Telefónica Movistar Colombia and Fundación “La Caixa”. Its objective is to improve the quality of education in vulnerable environments through digital tools and teacher training, with presence in 97 % of the departments of Colombia.
The objective is to reduce the educational gap and strengthen teaching through pedagogical innovation, technology in the classroom and access to digital resources that enhance 21st century skills.
Modelos de Intervención
Integral Model:
Techno-pedagogical teacher training and digital experiences in the classroom. Includes annual diagnosis to evaluate the appropriation of resources and educational impact.
Open Model:
Training in educational innovation, leadership and digital competencies, with self-training or virtual tutoring modalities. It is organized in Knowledge Schools in areas such as mathematics, citizenship, digital competence and artificial intelligence.
Intervention Models
Integral Model:
3,885 teachers and 98,006 students benefited in 302 institutions.
Open Model:
49,172 certified teachers, indirectly impacting 1,179,750 students.
ProFuturo Online Mathematics:
6,610 children benefited.
Highlights in 2024
- Consolidation of Colombia as a regional benchmark in digital education.
- Implementation of the “ProFuturo Day” to promote digital teacher autonomy.
- Growth of the teaching community on WhatsApp (+2,000 members).
- Strategic alliances with Fundación Grupo Social and American Tower, benefiting 3,600 children.
- 220,000 teachers trained in the last five years, 45 % of the country’s official teaching staff.
- Implementation of training in Artificial Intelligence and socioemotional learning for 1,100 teachers.
- Delivery of three Fundación Telefónica Movistar Colombia Classrooms with 63 devices in Pasto, Buenaventura and Barranquilla.
- Celebration of the Hack4edu hackathon, with outstanding participation of the Universidad Distrital.
- Diploma in Educational Innovation in alliance with Universidad de La Salle, certifying 38 teachers.
ICT School Family Project
Escuela TIC Familia is a program of Fundación Telefónica Movistar Colombia that trains fathers, mothers and caregivers in digital skills to promote the safe and effective use of technology at home. It is developed through a virtual platform and, in some cases, through student social service in educational institutions.
The objective is to, empower families in the use of ICTs, allowing them to accompany and guide students in their education, promoting technology as a tool for learning and communication.
Intervention Models
1.
Direct intervention: Training with mentoring from registration to certification.
2.
Indirect intervention – Student Social Service: High school and technical high school students receive training to empower their communities, strengthening digital literacy and their own development.
Impact and Achievements 2024
9.598 fathers, mothers and caregivers certified, achieving 106 % of the goal.
Presence in 26 departments, covering 81 % of the national territory.
202 students certified in Social Service, strengthening their digital competencies and benefiting their communities.
2.612 parents and caregivers trained thanks to the articulation with educational institutions and governmental alliances.
Escuela TIC Familia has promoted digital education at home and in the community, fostering technological and social development in Colombia.
Think Big Project
Piensa en Grande (Think Big) is a program of Fundación Telefónica Movistar Colombia that encourages young people to develop social entrepreneurship with a positive impact. It strengthens digital, social and innovation skills through methodologies based on challenges.
The objective is to promote entrepreneurship and innovation in young people, providing them with skills to create sustainable projects and improve their employability through socioemotional skills.
Intervention Models
1.
Think Big Meetings: Guided sessions that strengthen skills in three areas:
- Social-emotional skills
(leadership, communication, critical thinking). - Entrepreneurship
(idea generation, Canvas model, prototyping). - Employability
(interview preparation and resume writing).
2.
Think Big Virtual Course: Self-directed training with certification, structured in four stages:
- Descubrir_me: Self-knowledge.
- Integrar_me: Teamwork.
- Despertar_me: Creativity and innovation.
- Proyectar_me: Materialization of initiatives.
Impact and Achievements 2024
Training of 3,339 young people in the virtual course and 54,038 participants in the meetings.
Presence in 28 municipalities in Colombia through public-private partnerships.
Implementation in 122 educational institutions and 6 penitentiary centers to support social reintegration.
Integration of the program in the career guidance plan of Colegio San José Las Vegas de Medellín, with 100 % student approval.
This program has been key in training young people for employability and social entrepreneurship in Colombia.
Conecta Empleo Project
Conecta Empleo is a program of Fundación Telefónica Movistar Colombia that promotes employability and entrepreneurship through free and certified digital training. Its approach is inclusive, aimed at young people and adults, with tools based on artificial intelligence and big data for career guidance.
The objective is to improve employability and strengthen professional profiles through the development of digital and transversal skills, aligned with the demands of the labor market.
Intervention Models
1.
Institutional management of the training offer: Liaison with public and private entities to adapt training to market needs and facilitate access.
2.
Territorial management: Work with educational organizations to advise and enroll beneficiaries in digital courses.
3.
Professional orientation tools:
- Job Skills Map: Identifies labor trends in Latin America.
- Career Coach: Chatbot that guides in the choice of training and digital careers.
4.
Specialized training courses for women:
- #ConectaMujeres Bootcamp: Digital marketing training for women in five countries.
- Impulso Mujer School: Training in digital skills, leadership and entrepreneurship.
5.
Professional Nanodegrees 4.0:
+100-hour courses in strategic sectors such as construction, agribusiness and tourism, focused on digitalization and technical skills.
Impact and Achievements 2024
60,410 people participating in self-training courses, exceeding the established goal by 131 %.
10,895 people certified in two or more courses.
Presence in 324 municipalities in Colombia, expanding access to digital training.
Signing of an agreement with MinTIC to integrate the program into the AvanzaTEC platform.
2,700 women trained in digital entrepreneurship through initiatives such as ConectaMujeres Bootcamp and Impulso Mujer School.
281 people certified in Professional Nanogrades 4.0, an increase of 31 % over 2023.
Conecta Empleo has been key in the digital transformation and the strengthening of skills for employment in Colombia.
Axis of Knowledge
and Digital Culture
The Knowledge and Digital Culture axis of Fundación Telefónica Movistar Colombia promotes learning, reflection and dialogue on the impact of technology on society. Through accessible documents, activities and exhibitions, it seeks to form informed, critical and inclusive digital citizens.
The objective is to disseminate knowledge about digital culture in order to promote debates, identify social challenges and contribute to effective and sustainable solutions.
Intervention Models
1.
Digital exhibitions:
Virtual tours on art, science and technology, reaching 16,232 visitors in 2024.
2.
Forums and spaces for dialogue:
Virtual and face-to-face events on digital transformation, gender equity and employability, with more than 27,000 participants.
3.
Strategic alliances:
Participation in Women Working for the World (WW4W) and Genera Summit 2024, promoting gender equity and digital entrepreneurship.
Impact and Achievements 2024
35,538 user views of forum content.
Recognition in WW4W for contributing to gender equity in Colombia.
Foros Coordenadas brought together national experts and entities on key topics such as artificial intelligence, entrepreneurship and digital education.
Telos Magazine positioned Colombia as the country with the second highest number of views in the region, with a readership of +10,000.
This axis has strengthened access to digital knowledge, fostering inclusion, critical thinking and sustainable development in Colombia.
Social Action and
Volunteer Program
More digital, more supportive
Telefónica Movistar Colombia’s Corporate Volunteering Program in Colombia mobilizes the talent and commitment of its employees to generate social impact. Through innovative solutions, it addresses three major challenges: social vulnerability, digital and social innovation.
In the area of social vulnerability, 67,791 people benefited through activities such as the Telefónica International Volunteer Day (DIVT), which brought together volunteers in more than 30 countries to promote digital skills and carry out social and environmental inclusion activities. We also implemented the Christmas Campaign, which generated links between volunteers and vulnerable communities, the Solidarity Challenge, in which teams from different areas selected volunteer initiatives, and a financial donation program aimed at delivering school kits in 2025.
To reduce digital vulnerability, the Foundation benefited 4,331 people with programs such as the Digital Rebirth School, focused on older adults, and digital literacy actions on cybersecurity, virtual reality, video games, creative reading and digital transformation of social entities.
In terms of social innovation, 1,524 people benefited through initiatives such as the Inclusive Robotics School, which in its third edition offered classroom and virtual training in tools such as Scratch, VEX and Arduino, promoting the inclusion of girls and rural communities in the STEM field. Los Juegos del Bien (Kindness Games), a gamified platform for digital volunteering, which allowed the mobilization of social causes in networks, was also highlighted.
Impact and Beneficiaries
In 2024, the Foundation had the participation of 3,022 unique volunteers, including collaborators, family members and allies, exceeding the annual goal by 110 %. A total of 73,646 people benefited, reaching 210 % of the established goal. In addition, 23,341 volunteer hours were recorded in 253 social action activities, impacting 44 municipalities and 14 nationwide initiatives.
Outstanding Achievements
The Inclusive Robotics School benefited 1,294 people, with the participation of 112 volunteers who dedicated 986 hours to training. A total of 60 people were trained, 22 of whom took on teaching roles, replicating their knowledge in their institutions.
In DIVT 2024, volunteer contribution grew by 12 % over the previous year, with 1,059 participations and 7,089 hours of work, benefiting 29,403 people and 17 social entities through digital initiatives, reforestation, environmental cleanup and adaptation of school spaces.
Through 36 digital literacy activities, 3,547 people improved their technological skills, reducing the digital divide.
The Christmas Campaign collected 33 % more gifts than the previous year, benefiting 1,659 children in 32 social entities.
Finally, COP 47,384,371 in donations were collected for the purchase of school kits to be delivered in February 2025.
With these actions, Telefónica Movistar Colombia’s volunteer program reaffirms its commitment to social transformation and digital inclusion in Colombia.
Collaborations
and Alliances
Articulation with allies
In 2024, Fundación Telefónica Movistar Colombia consolidated its commitment to social and educational development through three main axes:
- Implementation of the ProFuturo Integral Model in territories.
- Focus on highly relevant population groups.
- Relationship with national strategic allies, trade unions, academia and civil society organizations.
Articulation with Movistar
The Foundation strengthened its intervention model with strategic agreements to design, deploy and monitor educational initiatives:
- Fundación Proinco: It implemented ProFuturo, Escuela TIC Familia and Conecta Empleo, benefiting more than 570 thousand people. Its experience ensured effective execution and sustainability.
- Asociación Visión Social: It strengthened accompaniment and training strategies, benefiting more than 820 thousand people in the virtual and face-to-face modality.
Alliances with Governmental
Entities
Long-term alliances were formalized with territorial entities and/or key government entities, which have contributed to maintaining and improving the Foundation’s recognition and positioning:
- MinTIC: Memorandum of Understanding to close the digital divide, achieving the enrollment of 7,600 people in Conecta Empleo.
- Ministry of National Education (MEN): Synergies in teacher training and secondary education, participation in the International Book Fair.
- Government of Santander: Agreement to strengthen 21st century skills, benefiting 592 people and training 49 teachers.
- SENA: Training of 599 instructors in four learning paths: School of Digital Competence, Educational Innovation, Citizenship and Computational Thinking.
- Public Employment Service Unit: Synergies in training and participation in the launching of Visor Ecosistema Laboral.
Articulation with the private sector and NGOs
Fundación Telefónica Movistar Colombia’s programs and projects come to life through solid long-term alliances with NGOs and private entities linked to the education sector. These collaborations not only contribute to the constant evolution of the initiatives, but also facilitate their national reach, generating new ways of working and maximizing their impact.
- Fundación Grupo Social: Implementation of ProFuturo in 12 institutions in the Bolívar department, benefiting 75 teachers and 269 children. Participation in the Suba Income, Employment and Entrepreneurship Roundtable.
- American Tower Colombia: Reforestation with 180 volunteers and delivery of educational suitcases to 10 institutions in Barranquilla, benefiting 2,714 children.
- La Salle University: Diploma in Educational Innovation to 38 normal-school students.
- Critertec Education: ProFuturo National Meeting and Socioemotional Meeting 2024 to strengthen 21st century skills.
- Grupo Semana: Participation in the Leaders for Education Summit and workshop on artificial intelligence in the classroom.
- AFE: Exchange of best practices and participation in the Shared Prosperity Forum.
- Entrepreneurs for Education: Reflection on collaborative leadership in discussion spaces and regional events.
- Asociación Colombia Líder: Agreement to support the Building Dreams Award, promoting the participation of young people in municipal development.
- Fundación Urrea Arbeláez (Leonisa): Certification of 104 consultants in Escuela TIC Familia and 623 people in Conecta Empleo, Piensa en Grande and Escuela Impulso Mujer.
- Icetex: Training in digital skills for 230 beneficiaries.
- Fondo Mujer Emprende: Training in digital skills and leadership for 729 women.
- Voltaje – Art and Technology Hall: Artistic reflection on technological waste, with more than 12,000 attendees.
- Juanfe Foundation: Participation in Women Working for the World to promote gender equity.
- GrowthX SAS (Mentex): Workshop on Design Thinking at Genera Summit, with the participation of 30 entrepreneurs.
- Fundación Carolina: Training of 40 interns in social cohesion and digital tools.
Events and
Events and
- Educational Innovation and Women in IT: Panel with Fundación Universitaria Los Libertadores (April 8, 2024).
- “Suba, Impulsa tu futuro” Job Fair: First event of the Suba Income, Employment and Entrepreneurship Board (October 17, 2024).
- Launch of Visor Ecosistema Laboral: Participation as a panelist in a discussion on inclusive labor market (October 28, 2024).
Communications
Strategy
In 2024, Fundación Telefónica Movistar Colombia strengthened its position as a leader in digital education, employability, digital culture and social action through a comprehensive communications strategy.
Strategic Deployment
The objective was to increase the Foundation’s recognition as a benchmark in digital transformation. Multiple channels were implemented, including social networks, web, mailing, media, public relations, events and internal communication.
Strategic Lines
1.
Project implementation:
- Digital campaigns and coordination with allies.
- Generation of news and valuable content.
- Dissemination in internal and external channels.
2.
Positioning:
- Strategic narratives on digital impact.
- #HistoriasQueInspiran strategy with testimonials from beneficiaries.
- Quarterly reputational measurement to adjust strategies.
Key Results
Digital growth:
3,660,049 interactions in networks.
Web positioning:
154,717 subscriptions and visits.
Visibility of content:
1,920,122 reproductions.
Media impact:
452 publications, 46 million people reached and valuation of
COP 4.43 billion
Reputational Measurement
Two evaluations were conducted (April-June and September-November) with scores of 10/10, reaffirming the solid perception of the Foundation in digital education and inclusion.
Acknowledgments
Throughout the year, Fundación Telefónica Movistar Colombia received several awards for its impact on education, volunteering, sustainability and peace building in Colombia:
- Agency for Reincorporation and Normalization (ARN): Highlighting the Foundation’s contribution to productive inclusion, economic sustainability and technical strengthening in the reincorporation and peace-building process.
- Corporate Volunteering Congress (redVCOLOMBIA): Special recognition was given to Leontheen Davidson Martelo, a volunteer of Telefónica Movistar Colombia, for her outstanding work and commitment to corporate volunteering.
- EcoGlobal Foundation: In alliance with ATC, recognizing the Foundation’s work in environmental protection during reforestation in the municipality of Bojacá.
- Secretary of Education of Medellín: Highlighting the impact of the Volunteer Program on education in the city.
- National Navy: Recognition for volunteer actions in celebration of World Oceans Day.