Social Initiatives Report Globo

Transcription

Social Initiatives Report Globo
2012
Since being founded almost 50 years ago, Globo has been consolidating its commitment of contributing to
the country’s ongoing transformation. With a program schedule based on information, entertainment and
knowledge dissemination, we have carefully chosen to portray socially relevant issues onscreen. In fact, in
addition to being our greatest challenge, this is what makes us unique.
This edition of the Social Initiatives Report shows how this role is performed in the company on a daily basis.
This can be seen in the principles and values that guide our productions, in the relationship with our staff, in
the telenovelas and news reports we produce, as well as in all shows that promote constant exchange with
the audience.
It is essential to point out that the actions described in this report, show how Globo engages in dialogue with
society by listening to what people have to say and responding to the population’s current demands, be it on
the air or at the corporate level. This can be seen in our productions and projects, such as Criança Esperança
(Children’s Hope) and Ação Global (Global Action), in addition to our commercial breaks, during which we
grant free air time to messages related to culture, education (valued by all our employees), important social
topics and many other nationally relevant issues.
Furthermore, Globo broadcasts Globo Cidadania (Globo Citizenship) as part of its program schedule, a
unique piece on Brazilian free-to-air TV aimed at fostering knowledge and diversity through shows such as
Globo Ciência (Globo Science), Globo Educação (Globo Education), Globo Ecologia (Globo Ecology), Globo
Universidade (Globo University) e Ação (Action).
We have closely followed the rapid and comprehensive changes brought about by technology, preparing
ourselves for the future. Combining innovation with a concrete long-term social responsibility agenda, we are
ready to further develop our experience and are certain of finding new ways of acting and contributing at the
social level, which in turn, will help us build a society that is more just.
Carlos Henrique Schroder
General Director – Globo
2012 Highlight s
6
Globo
8
Program
22
Globo Cit izenship
34
Social Publicity
42
Social Project s
50
Globo University
60
O t her Init iat ives
68
2012 HIGHLIGHT S
Social themes in telenovelas: over 430 socio-educational scenes
Program
Amor Eterno Amor: telenovela that supports missing children services
Cheias de Charme: plot deals with the rights of housekeepers
Jornal Hoje: news report exposing illegal logging in environmental reserves
Globo
Cidadania
(Globo Citizenship)
Social
Publicity
11 million viewers every Saturday
52 programs aired
7 international programs
4 awards won
3 special programs - Environment, Criança Esperança (Children’s Hope) and Elections
Supporting social causes: over 382,000 insertions, equivalent to approximately R$
Cultural support: approximately 62,000 insertions, equivalent to over R$
142 million
17.7 million raised | Launch of Online Auction
1 edition of project presentation event
st
1st project presentation event: 86 selections
Ação Global (Global Action): 1.6
million people assisted | 10 events (01 national + 9 regional) | 29 cities
Esporte e Cidadania (Sports and Citizenship): 35 cities | Over 450,000 people assisted | 195,000 attendees
Amigos da Escola (Friends of School): theme “The value of reading”
Globo
Universidade
(Globo University)
332 million
Movimento Down | Legalization of Domestic Labor with UN Women and ILO
Criança Esperança (Children’s Hope): R$
Social
Projects
296 million
Campaigns (self-sponsored or through partnerships): about 286,000 insertions, amount to over R$
48 actions | 6,000 people mobilized | 45 research projects supported
66 visits: Rio de Janeiro (Projac) and São Paulo
2 publications: Globo Universidade Textbook (SP + Limpa) and Obitel Yearbook
32,000 followers on Twitter | 39 programs
703,000 hits, 76 interviews and 405 reports published
Seminars: Suburbia (SP and RJ), 100 years of Jorge Amado (Flip, SP and Portugal), São Paulo+Limpa
Some his toric al miles tones
2011
2006
2001
2000
Insensato Coração
discusses
homophobia
Páginas da Vida
addresses Down
syndrome
O Clone discusses
drug addiction
Laços de Família
encourages
bone marrow
donation
2011
1995
1979
1974
Explode Coração
helps locate 60
missing children
Malu Mulher
addresses
female
emancipation
O Espigão
popularizes the
word Ecology
2011
2009
2008
1999
1990
1984
Sagrado wins
the “Camélia da
Liberdade” award
Cidadania
(Citizenship) Grid
is created
Globo Educação
(Education)
is created
Globo
Universidade
(University)
is created
Ação (Action)
is created
Globo Ecologia
(Ecology)
is created
Globo Ciência
(Science)
is created
2011
2009
2006
2003
1997
1983
1966
Supported the
Ficha Limpa
(Clean Elections)
campaign
Civil Registration
Campaign – UNICEF
Everyone against
Aids Campaign
Disarmament
Campaign
Nordeste
Urgente (Urgent
Northeast)
Campaign
1st mobilization
campaign for Rio
de Janeiro Floods
2011
2006
2004
2000
1999
1995
1986
Ação Global
(Global Action):
record in
assistance
(2.4 million)
1st Edition Esporte
Cidadania (Sports
Citizenship) Project
Criesp begins
partnership with
UNESCO
Inauguration of the
Children’s Hope
centers in Rio
de Janeiro and
São Paulo
Amigos da Escola
(Friends of School)
is launched
1st Ação Global
Nacional (National
Global Action)
(23 states)
1st Children’s
Hope concert
2011
2010
2009
2008
2007
2002
1999
RespirAr
Seminar (Globo
in São Paulo)
Live transmission
of seminars via the
Globo Universidade
website
Rios de São Paulo
Seminar (Rivers of
São Paulo) - Globo
in São Paulo
Creation of Globo
Universidade (Globo
University) TV
program / Obitel*
Partnership
Partnership
with
Intercom**
Delivery of the New
Media course at
the Rio de Janeiro
Federal University
Creation of
the University
Relationship
Department
Campaign to
eradicate violence
against women
(Maria da Penha Bill)
* Ibero-American Television Fiction Observatory
2013 SOCIAL INITIATIVES
REPORT GLOBO
** Brazilian Association of Interdisciplinary
Studies in Communication
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8
R E L AT Ó R I O D E A Ç Õ E S SOCIAIS 2 0 1 2 REDE GLOBO
GLOBO
GLOBO
INFORM, EDUCAT E
AND ENT ERT AIN
To give life to its mission, every year Globo develops and supports hundreds
of social and educational projects. These initiatives focus on respect, Brazilian
identity and its values, principles that have been guiding the company since
its foundation in 1965.
These actions, which mobilize thousands of people around the country,
can be seen in the program schedule, newscasts and programs, as well as
during business hours, commercial breaks assigned to social organizations
and institutions in general.
As for TV, one of the main inspirations is the On-screen Principles and
Values of TV Globo document. Based on the social role of television, it
reflects the role of the media in influencing habits.
Available online to all employees since its release in 2009, the text
incorporates company values, practiced since its beginning and pays
attention to program content.
It is based on a document written in 1988 by journalist Roberto Marinho,
founder of the Globo Organizations. The document is called Responsibility
and Sensibility, and in it he addressed the ethics that should guide Globo
TV production.
Since then, an important obligation was established: Globo program
schedule should abide by law and public sensitivity, guaranteeing a standard
of quality in everything it does. All other guidelines of the broadcasting station
are outlined in this document, which was written by a group of professionals
from different areas and took nearly two years to complete.
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2012 SOCIAL INITIATIVES REPORT GLOBO
A document
for everyone
On-screen Principles and Values of TV Globo
is to be used whenever necessary to promote
internal discussions on issues related to the
station’s program content. The text accentuates
one of the company’s basic guidelines, the
promotion of culture and national identity,
enhancing the country’s regional peculiarities,
while respecting viewers.
And it is open to suggestions: all employees are
asked to cooperate via email, to improve it. In
a transparent manner, the document focuses
on controversial issues, daily situations of a
great station that deserve attention. Respect
for diversity, rejection of prejudice and of
discrimination are part of the document that
has guided the continuous pursuit of quality
and accountability.
Globo journalism also developed its Editorial
Principles guidelines. Launched in 2011,
they establish the rules and behavior in
the
network’s
newsrooms,
as
well
as
newspapers, magazines, radio stations and
websites owned by the group. The purpose
of this document is to ensure independent,
nonpartisan secular journalism.
On-screen Principles and Values
of TV Globo are part of all of our
products, from telenovelas to
newscasts. Pictured in the photo,
the 9:00 p.m. hit Avenida Brasil and
the Bom Dia Brasil news program
GLOBO 2012 SOCIAL INITIATIVES REPORT GLOBO
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GLOBO
Human Resources
There is a growing concern among companies
to develop, appropriately train and care for their
employees, beyond legislative requirements.
According to the Ethos Institute of Business
and Social Responsibility publication entitled
“Corporate Social Responsibility in Managerial
Processes”, such a careful regard for human
resources “can make a big difference to
the future of the organization and to the
sustainability of business”.
Globo has approximately 12,000 employees
and is constantly concerned about their
professional development. To that end, in 2012
alone it invested R$ 27.5 million and provided
new promotion and job rotation opportunities
for 2,600 employees.
However, that is not all. It is necessary to
strengthen relationships and seek transparency
with personnel. For this purpose, last year a
website and newsletter were set up specifically
to strengthen communication with internal
stakeholders, providing information about the
company’s actions.
In 2012, Globo invested
over R$ 27 million in human
resources development
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Leadership development
Preparing managers to mobilize their teams and
to manage their own careers is a critical task
for our future. Therefore, the first stage of the
Global Leadership Program for leaders and
executive managers was launched last year in
partnership with the Dom Cabral Foundation.
Inclusion and training
of new employees
Social inclusion is also part of Globo’s concerns
The content of the program was tailored to
and it tackles the issue with two main programs:
meet the company’s needs for business and
Sem Limites (No Limits), inclusion of disabled
human resources management. In 2012, the
individuals in the labor market, the subject of
first year of the program, there were 16 classes,
which in 2012 was “Being Different is Good”;
mobilizing 450 professionals.
and the Jovem Aprendiz (Young Apprentice),
professional training, aimed at young people
In order to share the experience, a website
between the ages of 14 and 24. Last year, this
was developed for the group of leaders and
initiative ended a two-year cycle training 105
supervisors, and a cycle of lectures and
apprentices. In fact, 107 young professionals
breakfasts was offered with top executives,
were hired to work in the new stage in different
where professional challenges and Globo
administrative areas, woodwork, web design,
strategic projects were discussed.
electricians, among others.
13
GLOBO
Support for volunteers
Employees interested in joining volunteer programs should also be supported by the company. In fact,
the company helps them to organize permanent or sporadic activities, such as collecting donations for
flood victims, solidarity bazaars and donations of Christmas kits.
At Globo in São Paulo and Rio de Janeiro, there is a School Reintegration program, currently
congregating 68 volunteers and 72 students and is aimed at providing employees and contractors the
opportunity to conclude their elementary, middle and high school education. This initiative is a partnership
with the Roberto Marinho Foundation, which provides lecture training for volunteer employees.
In Minas Gerais, the Voluntariado Global (Global Volunteer) program was expanded, bringing together
the Grupo de Voluntários Sociais (Social Volunteer Group) with the Grupo de Gestão Ambiental
(Environmental Management Group). The social volunteers gained an important ally: the Hartmann
Regueira Institute, which started to monitor the management of sponsored institutions. Learn more
on page 54.
Globo employees actively participate in Ação Global (Global Action) activities, as well as in Esporte
Cidadania (Sports Citizenship), social projects that sometimes assemble over 30,000 volunteers in a
single day.
Volunteers in
action in Belo
Horizonte
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INVESTMENT WITH GUARANTEED RET URNS
Last year, over R$ 3.5 billion were invested in Remuneration,
Benefits, and Profit Sharing, among others.
IN THOUSANDS
OF R$
Personnel (*)
3,363,638
Health
109,074
Food
43,311
Transportation
8,693
Social and Labor Security
3,547
Integration and Festivities
13,629
Education and Development
27,551
Private Pension
26,324
TOTAL
3,595,767
(*) Remuneration, profit sharing and others.
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GLOBO
History on the Internet
The anticipation surrounding the decision of the National Congress
regarding the amendment of Representative Dante de Oliveira to include
direct presidential elections in the Constitution (1984); the testimony of
reporters and directors who participated in the coverage of the Constituent
Assembly of 1988; the fall of the Berlin Wall and the September 11 attacks
in New York. All this is documented in the Memória Globo (Globo Memory)
website, whose redesigned version went on air on April 26 of last year.
With an average of 195,737 unique visitors and 630,203 views, the site
serves as a comprehensive digital archive. And it can be used by schools
and universities to help show Brazilian history. Learn more on page 66.
The Globo Memory staff, area responsible for preserving these documents,
also takes part in editorial projects like the book “Irineu Marinho – the
Press and the City”, by historian Maria Alice Rezende de Carvalho. For
the launch, held in November last year, over a thousand text documents
and about 600 images from the archives of Globo’s companies and from
the country’s public and private collections were selected.
Another important initiative was the Pioneers & Entrepreneurs exhibit:
The Development Saga in Brazil held at the National History Museum
in Rio de Janeiro and at the Unifor Cultural Center, in Fortaleza. The
exhibition featured photos, images and objects from the founder of the
Globo Organizations, journalist Roberto Marinho and also resulted in
a publication distributed in universities, schools, libraries, and several
Brazilian institutions.
Launch of “Irineu Marinho – Imprensa e
Cidade” (Irineu Marinho – The Press and
the City), about the life of Globo’s founder.
The publication brings together over
600 images from archives, with major
contribution of Globo Memory
16
Documentation Center
The history of television and the world is available at Globo’s Documentation Center (Cedoc), which
houses thousands of texts, photos and images captured and produced for journalism, sports and
entertainment shows that can be used by the company’s professionals for consultation, new products
and editions. Last year, Cedoc collaborated greatly to creating shows, newscasts and GloboNews,
especially during the UN Conference on Sustainable Development (Rio +20) and the judgment of the
mensalão (monthly allowance) political scandal.
There was also increased partnership with the Globo Affiliates department, which provided improved
service to Globo’s 117 affiliated stations, scattered throughout the country. Additionally, for the first time
ever, Cedoc enabled Brazil to be represented on the Executive Board of the International Federation of
Television Archives, which has been around for 35 years and is comprised of 250 TV station members
from around the world.
RELEASE OF FREE IMAGES
(TOTAL IN REAIS)
Civil Society Organizations
R$ 12,000
Public Institutions
R$ 432,000
Private Institutions
R$ 1.2 million
Total
R$ 1.6 million
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GLOBO
Globo listens
Globo exists for its audience and strives to listen to it. Thirty years ago, the
CAT - Central de Atendimento ao Telespectador (Viewer Call Center),
which is open every day of the week and caters for over 2,000 people daily,
was created. Tuned to the public’s daily response – celebration, inquiry,
laughter, criticism and comments about all types of journalism, sports and
entertainment content – the station is constantly changing and adjusting,
with increased knowledge about the interests of viewers from all ages,
generations and regions of Brazil.
Social media has allowed this conversation to be ported to other platforms.
First to Twitter (@ rede_globo), where Globo already has over 4.5 million
followers, and then to Facebook (fb.com / RedeGlobo), Google+ (plus.
google.com / + RedeGlobo) and Instagram (@ redeglobo).
Telephone: 4002-2884
http://falecomaredeglobo.globo.com
The CAT - Central de Atendimento ao
Telespectador (Viewer Call
Center) answers an average of 2,500
inquiries every day
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Sustainable management
Although television is part of a low environmental impact segment, the
environment has always been a concern for Globo. Last year, Globo
Production Center’s TV drama and entertainment studio complex, known
as Projac, recycled and reused no less than 4,842 tons of wood from
controlled sources. The same concern for sustainability’s famous three
Rs (reduce, reuse and recycle) can be seen in the company’s actions to
recycle 58% of the paper used in the complex. In addition, around 6,000
tons of solid waste were recycled.
The same attention to sustainable practices can be found in Globo’s other
markets. In Brasilia, even the use of air conditioning is carefully monitored.
Also, three new sustainability focused initiatives were implemented:
selective collection of solid waste, installation of timed faucets and low
flush toilets, and the adoption of a new battery metering technology that
resulted in reduced recharging.
In Recife, almost 2,000 kilograms of solid waste, including paper, metals,
batteries and plastic were properly discarded as a result of a program
started in 2008 and which has been conducted every year since. Globo
Recife also replaced 75% of the faucets with timed units and 50% of the
toilets with two-cycle, low flush units that use less water.
Such initiatives are part of day to day life at Globo, which is striving to
develop a production standard without compromising future generations.
At Projac and in Belo Horizonte, there is an established routine that seeks
to reduce costs and preserve the environment through various initiatives,
such as the ones below.
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GLOBO
Globo Production Center (Projac) –
Environmental policy
• Opened
in
1995,
Projac
has
always
sought
quality-based
• With a total area exceeding 1.6 million square meters, there are over
management, so much so that in 2002 it was awarded the ISO 9001
240 electric cars at Projac used to transport employees and visitors.
certification, which shows the company’s commitment to quality
The other vehicles are rigorously tested on a quarterly basis to assure
and customer satisfaction. Since 2004, there has been increased
proper control of pollutant gas emissions.
focus on environmental policy, which culminated in the company
being awarded the ISO 14001 certification in 2007, certificate that
• The site also has a sewage treatment plant that processes 200,000
recognizes companies whose management is engaged in preserving
liters of wastewater per day and removes between 94% and 97% of
the environment.
organic and bacteriological matter, more than the 85% required by law.
• Since the beginning of Projac’s activities, one million square meters
of green area, comprising over 120,000 trees native to the Atlantic
Forest, were recovered.
• In 2012, savings of of 1.7 million sheets of paper were made, as well
as reduced use of wood, scenery canvas and other materials. Faucets
were replaced with newer models, with timers and aerators, and
rainwater is being collected since 2011. The paint used in sceneries or
even in buildings is reused and recycled.
At Projac, over 1 million
square meters of green
area were recovered
and preserved
20
Belo Horizonte: ISO 14001
• Concerned with future generations, Globo Minas’ employees decided to roll up their sleeves
and began supporting an environmental policy and management system that established goals,
supplier requirements and training for all internal stakeholders.
• Among new practices that reduce the environmental impact of local production are the monitoring
of the fleet vehicles’ black smoke emissions, spray washing of vehicles and proper disposal of
100% of solid waste produced by the operation, including: 811kg per year of electronic waste,
8,358kg of paper, 2,774kg of plastic, 3,756kg of metals, 140 tires and 1,744kg of organic waste
per month.
• Another initiative started in 2008 involves planting a tree in city parks for every child born in
Belo Horizonte, Betim, Contagem, Mariana, Ouro Preto and Sabará, in partnership with local
governments. Consequently, since 2010 Globo Minas has been awarded the ISO 14001:2004
environmental certification.
Globo Minas employees
take part in the initiative
to plant a tree for every
single child born
21
PROGRAM
PROGRAM
DAILY LIFE ON
THE SCREEN
Globo believes that entertainment is an
important catalyst for reflection and social
SOCIAL RESPONSIBILITY
THEMES
debate. And since its foundation, lends the
Social causes in telenovelas
500 socio-educational scenes
scenes and over 1,500 scenes that portrayed
Amor Eterno Amor
Theme: Missing children
voice of its characters to great public causes.
Last year there were 500 socio-educational
social issues in telenovelas. The authors, at
liberty to choose the plots they wish to air, count
on the support of the Social Responsibility
team. The area promotes thematic meetings
Cheias de Charme
Theme: Domestic workers (housemaids)
with institutions and experts in order to help
Salve Jorge
Theme: Human trafficking
Cheias de Charme (Sparkling Girls) was a
Meeting with authors
Theme: Supporting social causes
(Amor Eterno Amor and Cheias de Charme)
support social causes in telenovelas.
good example of the benefits provided by
this information exchange. Before its debut
in the 7:00 p.m. slot, authors Felipe Miguez
and Izabel de Oliveira met with representatives
of
the
International
Labor
Organization
(ILO), the National Federation of Domestic
Workers (Fenatrad) and the former Minister
of the Secretariat of Policies for Women
(SPM), Nilcéia Freire. At the meeting, data
relevant to the development of the plot were
discussed. According to the Brazilian Institute
of Geography and Statistics (IBGE), in 2012,
30% of the 7.2 million domestic workers in the
country had no formal employment contract.
24
Bosses and domestic workers
side by side in Cheias de Charme
From the beginning, Izabel Oliveira and I determined that the main scenes of the telenovela
were going to take place in the kitchen and for the first time, we would go home with the
maid, showing her daily life, which is basically similar to her boss’. Both need to leave their
houses and find someone to look after their children and take care of their homes. We had
several messages like this, but the real social campaign was for the formal employment
contract. For example, we learned that 90% of domestic workers in the Amazon region had
no formal contract. And signing a formal contract is a guarantee not only for the employee
but for the employer as well. That’s what we tried to show”, says the author Felipe Miguez.
Learn more on page 44.
Cheias de Charme:
domestic workers
as protagonists in a
campaign encouraging
formal employment
PROGRAM 2012 SOCIAL INITIATIVES REPORT GLOBO
25
PROGRAM
National mobilization
Amor Eterno Amor, by Elizabeth Jhin, highlighted the issue of missing children and aired, at the end
of each episode, pictures of children and young people missing in Rio de Janeiro. The endeavor was
developed from March to September last year in partnership with the Foundation for Childhood and
Adolescence (FIA) and the SOS Missing Children program in Rio de Janeiro.
Another important dialogue was also held with the staff of the Terre des Hommes NGO: “It was also
important to show the risks of losing a child and how to prevent them,” said Claudia Cabral, from Terre
des Hommes. She also points out that the plot showed people that it is possible to ask for help to
find a child.
Near the end of Amor Eterno Amor in September, directors, cast and crew celebrated
the location of a missing child. It was the highpoint of an important awareness raising effort
for everyone , which focused on the subject and used its popular reach to show the drama
experienced by many families”, said Elizabeth Jhin, of Amor Eterno Amor.
Showing pictures of
missing children at the
end of episodes of Amor
Eterno Amor led to a girl
being located
26
Outcry against
homophobia
Reporting violence and
exploitation of people
In fiction, on national television, a president
As serious as homophobic prejudice, bullying
publicly states that he made a grave
also mobilizes parents and guardians of victims.
mistake in his personal life by rejecting his
There are no official statistics on this type of
homosexual son. The scene, which was aired
violence, but associations involved with the
during the Brado Retumbante (Resounding
issue say that one third of all students is or has
Cry) miniseries, touched on another socially
been a victim of bullying at some point in their
delicate subject, homophobia. According to
life. Malhação (Young Hearts), a telenovela for
surveys conducted at gay parades in Rio
adolescents, focused on this topic last year
de Janeiro, transvestites and transsexuals
and also highlighted the engagement of young
are the groups that suffer the most violence
people in social and environmental causes.
(72%), next to gays (22%) and lesbians (9%).
Data from the Gay Group of Bahia indicate
For the Salve Jorge (Her Battle) telenovela by
that transvestites and transsexuals represent
Gloria Perez, a call center was established in
30% of people from LGBT (Lesbian, Gay,
order to answer questions regarding human
Bisexual
trafficking and exploitation, subjects covered
and
Transgender)
community
in the plot. In partnership with “Viva Rio”, a
murdererd over the past years.
call center clarified via phone doubts about
The repercussion of the miniseries was
sexual exploitation, exploitation of children and
celebrated by ABGLT – Brazilian Association
adolescents, slave labor, and provided guidance
of Lesbians, Gays, Bisexuals, Transvestites
on where to seek help in Brazil and abroad.
and Transsexuals – a national entity that
congregates
257
similar
organizations
throughout Brazil, with the objective of
protecting
and
promoting
the
inclusion
of such segments of the population. In a
letter sent to the broadcaster’s board, the
organization stated that Globo “rendered a
service of immeasurable value by demystifying
transsexuality and sensitizing society.”
Salve Jorge warns about
human trafficking. The Brado
Retumbante miniseries
addressed homophobia
The topic was also addressed in the final
months of the 7:00 p.m. telenovela Aquele
Beijo (That Kiss), by Miguel Falabella.
27
PROGRAM
Focus on Rio+20
Last year, Rio+20 took up much of the station’s program slots.
Journalism award
For example, this was the case for the Environment Special,
At the Rio+20, a news story by Jornal Hoje (Today News) issued a
challenge: is there illegal wood extraction in forest reserves? Those
responsible for the “Câmera JH”, from Jornal Hoje headed the project,
which mobilized Globo’s Technology, Engineering and Arts areas. The
first step in proving criminal action was to develop a microchip powerful
enough to emit signals via satellite and withstand impacts, and at the
same time be inconspicuous enough so as to not alert the criminals.
conducted by Globo Cidadania (Globo Citizenship) (learn more on
page 40), and of the Climate Change series, in which journalist
Miriam Leitão focused on the challenges presented at the Rio+20
Conference, which marked the 20th anniversary of the fight against
global warming. The Globo Natureza (Globo Nature) program,
whose DNA is intrinsically tied to this subject matter, aired six hours
and forty minutes worth of environmentally based material during
the Conference. The highlights were:
Thanks to IBAMA (Brazilian Institute of Environment and Renewable
Natural Resources), the JH crew spotted chopped trees in an
• Terra, lotação esgotada (Earth, Sold Out) – Six-episode series
environmentally protected area. The chip was installed in a tree trunk
by reporter Sônia Bridi, aired on Fantástico (Fantastic), about the
and trail cameras where hidden in the bushes. Days later, the monitoring
impact of consumption on the environment in China, India, United
radio connected to the chip detected signs of movement. The JH crew
followed the arrival of the trees at a saw mill where the action was
flagrantly recorded. The news report resulted in the closure of the saw
mill and after a few months, in the arrest of 17 people and the issuing
of an additional 40 arrest warrants. This initiative was recognized with
States, Indonesia and Brazil, the five most populous countries in
the world.
• Energia limpa (Clean energy) – Six part news report on the future
three awards: Allianz Award for best TV news story, Embratel Award for
of production of electricity in Brazil, recorded in seven states by
best investigative news story and honorable mention in the 2012 Rede
reporter Alberto Gaspar from Jornal Nacional (National Journal).
Globo Award for Journalism and Sports.
• Sustentabilidade (Sustainability) – Five part news report, with
André Trigueiro, Cristina Serra, Marcos Losekann and Tonico
Ferreira, for Jornal Nacional.
• Produção do alimento (Food production) – Eight part news
report about increasing farming productivity without destroying
Placing a microchip
in a tree trunk led to
the arrest of members
of a ring responsible
for wood extraction in
protected areas
28
the environment. Recorded in Brazil’s regional agricultural hubs,
with Nelson Araújo and local reporters, for Globo Rural (Rural
Globo) and Globo Rural Diário (Rural Globo Daily).
• Desafios, ameaças à vida no planeta (Challenges, threats to life
on the planet) – Five part news piece on sea fishing, desert survival,
Atlantic Forest in Brazil, with Neide Duarte, for Bom Dia Brasil (Good
Morning Brasil).
endangered species and urban chaos recorded in Japan, England,
United States, Chile and Brazil, for the Jornal Hoje.
• Cem anos de Amazônia (Amazon – 100 years) – news report
recorded in the Amazon about the transformations that took place
• Cerrado – Two special reports, recorded in Goias and Bahia, about the
environmental impacts of intensive land use on the biome where most
in the forest over the past century, with Daniela Assayag, for Globo
Reporter (Globo Reporter).
of the grains are produced in Brazil. With Sandra Passarinho for Jornal
da Globo (Globo News).
• Lista Negra (Black List) Two special reports, recorded in Para, about new
deforestation fronts in the Amazon and municipalities that have adopted
• Serra do Mar (Sea Ridge) – Five part news report, recorded in São
new environmental stances in order to leave the devastation blacklist.
Paulo, about the rich biodiversity in the largest continuous area of
With reporters José Raimundo and Camila Marconato for Globo Rural.
Rio+20 inspired a series
of news reports for
Globo’s news programs.
Among them, Terra,
Lotação Esgotada
(Earth, Sold Out), from
reporter Sonia Bridi,
aired on Fantástico
29
PROGRAM
Concern for the environment
Globo is also concerned in preserving the environment wherever it operates. Thus, last year, in São Paulo, the journalism
department created the São Paulo + Limpa (Cleaner São Paulo) project. Over three months, local newscasts portrayed problems
and solutions for the production and collection of solid waste in the metropolis. There were 150 news stories, 25 live feeds, five
studio interviews and two community task forces set up to clean up the city’s neighborhoods. The project won the Grand Prix
and the 17th Abrelpe (Brazilian Association of Sanitation and Special Waste Companies) News Award in the Television Category
and resulted in a seminar sponsored by Globo Universidade (Globo University), which edited a textbook with the results of the
discussions. Learn more on page 65.
Over in Rio, the Rio + Limpo (Cleaner Rio) campaign organized, over four Saturdays, community task forces to implement a new
trash collection scheme in the communities of São Carlos, Macacos and Coroa, with the goal of raising awareness among locals
about the importance of small gestures to keep the city streets clean. The Project, a RJTV initiative supported by Globo in Rio,
City of Rio, Movement Rio I Love It, I Take Care of It, Favela Center (CUFA) and the Marine Corps, brought together hundreds of
volunteers and also provided a analysis of the situation of the trash in the city.
The São Paulo + Limpa
Project, from Globo São Paulo,
addressed problems and
solutions related to solid waste
produced in the megalopolis
30
Corporate citizen
As a company that wishes to be in the forefront of sustainability cannot forget to take care of the
society to which it belongs, Globo took its vocation as a communications outlet to sensitize viewers
with socially significant stories.
For that reason, Globo Recife aired five news reports during Transplant Week that sensitized families
to organ donation. It worked: by the end of the series, the Transplant Center had received as many
donors as it normally received during an entire month.
The Jornal Hoje sought to help anyone looking for a job and in 2012, started airing the Mercado de
Trabalho (Labor Market) news segment, where Veruska Donato talks about employment opportunities
and new professions. The piece gives important tips on how to behave in job interviews, preparing
resumes, as well as how to relate to colleagues and bosses in the workplace.
31
PROGRAM
Millions of young
talents revealed
The largest student sport event in Brazil, the School
Olympics, since 2013 known as the Youth School
Games, brings together millions of pupils from public
and private education institutions from all over the
country. Participants total 2 million athletes and
approximately
3,900
participating
municipalities.
Organized and conducted by the Brazilian Olympic
Committee and the Ministry of Sport, the competition
is institutionally supported by Globo.
Globo’s program schedule also emphasizes the
importance of sports not only for individual wellbeing, but also as an element that can promote
the development of a healthy relationship between
communities. Such was the case of the ten-episode
series My favorite sport (Meu esporte favorito), aired
last year by Globo’s São Paulo journalism unit, which
shows cities in the state of São Paulo where soccer
does not prevail.
In Pernambuco and Minas Gerais, where soccer
is indeed favored, Globo Esporte (Globo Sport)
followed groups that play pick-up games on makeshift
fields and showed the ninth edition of the amateur
soccer tournament from the communities of the Belo
Horizonte metropolitan area. In Rio, for over a year,
Globo supported the Favelas Cup, a tournament
organized by CUFA (Central Union of the Favelas) that
congregates dozens of communities and uses soccer
as a means of community integration and interaction.
These are some of the initiatives that effectively show
that the company views the practice of sports as an
essential right for the promotion of education and
social inclusion.
32
The School Olympics,
co-sponsored by Globo,
rallied 2 million athletes
in approximately 3,900
cities across the country
33
34
GLOBO CIT IZENSHIP
35
GLOBO CITIZENSHIP
MAKING A DIFFERENCE
IN PEOPLE’S LIVES
EVERY SAT URDAY
From very early Saturday mornings, the audience has a meeting set with
information that can make a difference in their lives. It is with this purpose that
the special program grid Globo Cidadania (Globo Citizenship) is aired, which
includes shows such as Globo Ciência (Globo Science), Globo Educação
(Globo Education), Globo Ecologia (Globo Ecology), Globo Universidade
(Globo University) e Ação (Action), produced in partnership with the Roberto
Marinho Foundation and Futura Channel.
Sandra Annenberg
became anchor of the
Globo Citizenship piece
in June 2012
36
Good news predominate
Last year, Globo Cidadania presented a new format. In July, journalist Sandra Annenberg made her
debut as anchor and editor of all shows. For her, being part of Globo Citizenship “is an oasis”:
As a journalist, I deal with hard news all the time, and a stark and difficult reality. There is
no escape, that’s how it is, we try to find ways to sweeten things a bit, but reality remains harsh.
Therefore, for me, Globo Citizenship served to fill a gap that I had, but was unaware of. It is great
to make a difference in people’s lives and at the same time, let them make a difference in mine. In
developing each of the five shows, we are able to focus on individual attitudes that make a difference.
It is great to be part of this positive vibe and disseminate that it is possible to have an attitude and
improve things”, said the journalist.
Other good news from 2012 includes the launch of Pílulas de Cidadania (Citizenship Pills), content
directed at satellite dish spectators. These are excerpts from local shows that address for example,
how families can better participate in their children’s school life.
Those responsible for the show feel greatly rewarded by developing news reports with such positive
messages, attitudes that work, that can help improve the world. The idea is not to ignore reality, by not
portraying difficult issues, but to show that it is possible to find creative solutions to problems.
CIT IZENSHIP SPOT LIGHT
All of Globo’s initiatives and social projects in just one place. That is what the “Portal
da Cidadania” (Citizenship Portal) is about (www.globocidadania.com.br),
which brings together the websites of shows such as Globo Science, Globo
Ecology, Globo Education, Globo University and Action, and Children’s Hope and
Global Action. At the Citizenship Portal, it is possible to watch shows and news
reports and delve into public interest issues, such as urban mobility.
GLOBO CITIZENSHIP 2012 SOCIAL INITIATIVES REPORT GLOBO
37
GLOBO CITIZENSHIP
Feedback from viewers
Viewer feedback shows that the Globo Citizenship program schedule is on
the right path. Elízia Pereira Gomes, a schoolteacher who lives in the city of
Além Paraíba in the state of Minas Gerais, is a self-entitled faithful viewer.
For her, “it is a joy when Saturdays arrive”:
I feel as if I were in a continued general education class. We learn
everything, always up to date. I love education and I have learned and even
improved my teaching skills in the classroom. (…) The homes that do not
watch Globo Citizenship are missing out on continued education in their own
living rooms”, she wrote via e-mail to the show.
Sheila Oliveira, who lives in São João de Meriti, in Rio de Janeiro, also
enjoys Saturday mornings:
I wake up early just to watch Globo Citizenship. It’s added so much
to my life! Thank you all for such beautiful work.”
Another innovation that Globo Citizenship brought last year was the Você
Cidadão (You Citizen) piece, where reporters go to the streets to listen to
common people’s opinions regarding citizenship. That is why viewer Carlos
Henrique Doth da Silva, from Fortaleza, does not miss a single Globo
Citizenship and thinks it is “the best free-to-air show on TV”:
TV was missing shows that showed the best that Brazilians can
accomplish. Congratulations to all who are part of this success.”
Above, news story by Helena Lara
Resende for Globo Education.
Below, Alexandre Henderson of
Globo Science and Max Fercondini
of Globo Ecology
38
Social issues
on the agenda
In 2012, the Ação team recorded three shows
about Haiti portraying the work of Brazilian U.N.
peacekeeping soldiers and the Viva Rio NGO
during the reconstruction process the country is
going through after being hit by an earthquake
in January of 2010. Two news reports recorded
in Saint Thomas and Prince showed initiatives
to combat illiteracy and generate income
that are being coordinated by cooperation
programs between Brazil and other Southern
Cone countries.
Daily life in Brazilian schools, the effort of teachers
and community engagement in schools were
some of the themes of Globo Educação, which
also discussed food, sustainability, consumer
issues and topics such as the inclusion of music
and religion in the school syllabus. Globo Ciência
illustrated how scientists explain the world today,
through examples of everyday life, such as
stress and headaches, technological innovations
and controversial issues, such as the end of
the world predicted by the Mayan calendar. In
turn, Globo Ecologia was inspired by Rio+20
to address sustainability related challenges.
The “Ecological Footprint” – calculation of how
much of the planet we consume – waste, energy
and climate change were some of the topics
discussed. Globo Universidade presented new
careers and traditional courses, the experience
outside the classroom and the experiences of
Brazilian students in Cape Verde, Bolivia, USA
and even in China.
Mariane Salerno during Action’s
visit to Haiti in 2012. The news
report protrayed the work of UN
Peacekeeping forces and of the
Viva Rio NGO in the country
GLOBO CITIZENSHIP 2012 SOCIAL INITIATIVES REPORT GLOBO
39
GLOBO CITIZENSHIP
Dialogue with society
In order to talk directly to the Third Sector audience, in March last year the What is Citizenship? workshop was conducted during
the 7th Congress of the Group of Institutes, Foundations and Enterprises (GIFE), which annually brings together members of the
NGO whose mission is to disseminate concepts and practices regarding the use of private resources for the development of the
common good. The workshop was mediated by journalist Serginho Groisman and included the participation of the Secretary
of Basic Education of the Ministry of Education, Cesar Callegari, physicist José Goldemberg, economist Eduardo Giannetti and
GIFE’s general-secretary Fernando Rossetti, who debated the challenges facing Brazil in education, science, the environment
and social entrepreneurship.
Globo Cidadania (Globo Citizenship) also promoted debates about important issues with thematic TV specials “Environment”
and “Elections”. The former aired in June, month the Rio+20 Conference was held. During this period, all shows that are part of
Globo Cidadania (Globo Citizenship) were dedicated to themes linked to sustainability, depicting how environmental issues of
the last decades influenced education, scientific research, universities and social action. In September, the TV special “Elections”
dealt with municipal elections by addressing the issue from different angles: from the technology behind electronic ballot boxes
to social projects that walk hand in hand with activities conducted by councilmen. Thus, Globo Cidadania (Globo Citizenship)
remains up to date on themes relevant to the daily lives of its viewers.
And the awards followed. Globo Ecology won the Best Electronic Media Production on Recycling from the Brazilian Aluminum
Association; Globo University won the Belem Journalism Award and the seventh Sindhrio (Rio de Janeiro Syndicate of Hospitals)
Journalism and Health Award for the news report “Tropical Diseases”; and Globo Action placed third in the Sebrae Journalism
Award with a show about solidarity economy.
2012 HIGHLIGHT S
11 million viewers every Saturday
82 citizenship pills
52 programs aired
7 international programs
4 awards won
Serginho Groisman coordinates the Globo
Citizenship workshop, during which the use
of private resources for the development of
the common good was discussed
40
Sagrado and other partnerships
Is it possible for humans to live comfortably in society without harming the environment? Does religion
produce conformism? What is the social role played by women in the contemporary world? These and
other current issues are addressed in Sagrado (Sacred), a series of two-minute wraparound pieces
co-produced by Globo and the Futura Channel.
Created with the goal of promoting reading in view of religious diversity, the show discusses one
current theme per week, portraying the vision and understanding of ten religions: Catholicism,
Protestantism, Spiritualism, Islam, Judaism, Candomblé, Buddhism, Umbanda, Indigenous Traditions,
and Pentecostal. Each Sacred show is presented by religious representatives and Globo actors, such
as Stênio Garcia, Christiane Torloni and Juliana Paes, among others.
Another important source of knowledge in the lineup is the Telecurso, Roberto Marinho Foundation’s
(FRM) distance education system. Since 1978, the show has helped Brazilians throughout the country to
finish basic education, also providing professional training. In over three decades, FRM created models
and methodologies for sharing knowledge in several areas – environment, education and culture.
Among the projects under the management of the Foundation is the Futura Channel, a social
communication project of public interest supported by the private sector. Globo is one of the partners
and sponsors of the channel, which has two dimensions: attractive educational TV shows and
community mobilization endeavors, as well as educational and social institutions.
41
42
SOCIAL PUBLICIT Y
43
SOCIAL PUBLICITY
OPEN SPACE
FOR GREAT
SOCIAL CAUSES
Every year Globo makes room in its lineup for socially relevant
initiatives. Campaigns that are developed in-house or in
partnership with organizations focused on social development.
In 2012 alone, the sum of in-house, civil society organizations,
medical societies and other non-profit groups amounted to about
736,000 insertions, which corresponded to R$ 769 million. Of this
amount, 143,000 insertions, equivalent to R$ 137.7 million, were
aired in slots provided free of charge by Globo’s 117 affiliates.
Behind the numbers are initiatives such as the campaign for
the right to a formal contract for domestic workers, launched
immediately after the end of the telenovela Cheias de Charme
(Sparkling Girls). Developed in partnership with the International
Labour Organization (ILO) and UN Women, the initiative brought
back to the screen Penha, character played by Tais Araujo, and
Lygia, played by Malu Galli. The video focused on the advantages
of signing a formal contract, both for workers and for employers.
Learn more on page 25.
At the end of last year, Globo received an award for a similar initiative.
The Hemorio Volunteer Association (Blood Bank coordinator
of the State of Rio de Janeiro) handed the Henfil Trophy to the
broadcaster. The award aims to recognize volunteers - NGOs,
companies, universities, advertising agencies, the general media
and personalities - that stood out during the year while supporting
projects and campaigns that encourage blood donation and
treatment of patients with hematologic diseases.
44
Scene from the formal
domestic employment
campaign, sponsored
in partnership with
ILO (International
Labor Organization)
and UN Women
Main campaigns
Among the 119 campaigns from civil society organizations, medical societies and other nonprofits,
freely aired by Globo, the following can be highlighted:
• Down Movement – Down Syndrome Portal
• National Association of Adoption Support Groups - Encouraging adoption
• Exploratory Science Museum / Unicamp - 4th National Olympiad of Brazilian History
• Democratic Movement of the Prosecution Office - Fighting Corruption
• Brazilian Society of Mastology - Preventing breast cancer
• United Nations Information Center - Mobilization on the sustainability of Rio +20
• Human Rights Movement - Eradication of slave labor
• Social Goal Institute - “Being different is normal”, encouraging inclusion and diversity
In over 700,000 social
campaign insertions, themes
included the National Olympiad
of Brazilian History, prevention
of breast cancer, fight against
corruption and Rio+20
SOCIAL PUBLICITY 2012 SOCIAL INITIATIVES REPORT GLOBO
45
SOCIAL PUBLICITY
Down Movement
According to recent surveys, Brazil has close to 300,000 people with
Down syndrome. But how much do many of us truly know about this
syndrome? It is the most common genetic occurrence among those
currently classified as having the syndrome. How do our health and
education professionals behave when dealing with a person with the
syndrome? These and many other questions are answered by the
Down Movement Portal team (www.movimentodown.com.br), which
averages 12,000 hits per month from 26 Brazilian states and 25 countries.
The launch of the portal, considered an innovation in the Third Sector,
was supported by Globo. The company understands that part of its role is
airing campaigns by civil society’s organizations and institutions, as well as
organizing its own campaigns. Therefore, the network provides free airtime,
its main instrument for advancing society’s high-impact causes and issues.
The institutional campaign aired by Globo between March 22nd and April
5th 2012 drew so many people that the website went down due to the
high volume of simultaneous traffic. This mobilization accelerated the
discussion about public policies for patients with this type of syndrome
and in record time, obtained the definition of Ministry of Health guidelines
for health professionals responsible for the care of such persons.
.
The Down Movement portal
receives about 12,000 visits per
month from all over Brazil and
another 25 countries
46
Proximity to organizations
In 2012, the Social Responsibility team launched a new relationship tool with
partner institutions and civil society organizations. Monthly virtual reports
were produced which highlighted the program and social projects.
In total, nine editions were published with information on social issues
addressed in telenovelas, sponsored social publicity campaigns, Globo
Citizenship program grid and sponsored permanent shows.
2012 HIGHLIGHT S
Social sponsorship (free airtime)
387,000 insertions, equivalent to
approximately R$ 296 million
Self-sponsored campaigns
286,000 insertions, corresponding
to over R$ 332 million
Culture Support
Monthly reports
record social
issues addressed
in telenovelas and
sponsored publicity
campaigns, among
other topics
63,000 insertions, equivalent to
over R$ 141 million
47
SOCIAL PUBLICITY
Cultural events
In the cultural area, Globo also granted video
exposure to publicize artistic expression,
exhibits, shows and other events. One of the
exhibits was “Jorge Amado and Universal”,
which ran from April through to July at the
Museum of the Portuguese Language with
elements related to the life and work of the
author. The viewer also learned through
Globo’s
screen,
about
the
International
Literary Festival of Pacified Favelas (Flupp),
which included a lecture by playwright Ariano
Suassuna in the Prazeres Community in
November. The 4th Brazil Youth Transforming
Art Exhibit, the Adaptation Festival on cinema
and literature and the 22nd International Book
Biennial of São Paulo are among many of the
free cultural events publicized by Globo. Learn
more on page 70.
48
Cultural initiatives such
as the Jorge Amado and
Universal exhibit, and the 22nd
International Book Biennial of
São Paulo were highlighted in
Globo’s program
Theater support
Promoting Brazilian theater is another of Globo’s
commitments. Therefore, since 2006, the
network sponsors the Globo Theater special
project, which promotes plays and festivals by
exhibiting 4,000 clips during commercial breaks.
In 2012, 209 theatrical productions across the
country received media support.
At the Globo Theater portal (www.globoteatro.
com), the public can follow what’s playing in
Sao Paulo and Rio, interviews with actors and
authors, news about inaugurations of new
theaters, videos and photos. Globo Theater
also
promotes
productions
through
their
profiles on Twitter, Facebook and Instagram.
The show, Gonzagão, the
legend, by João Falcão was
sponsored by Globo Teatro
49
50
SOCIAL PROJECT S
51
SOCIAL PROJECTS
CHILDREN’S HOPE
A Globo crew went to Vila Brasilândia, a community in São Paulo, to do a piece on a project supported by Criança Esperança
(Children’s Hope). Because the neighborhood is large, there was a moment when they realized they were lost and decided to
ask for help from a man with a child. The man did not know where the project was, but the child did. Just by looking at the
Children’s Hope symbol he immediately told his grandfather that he would be able to give the crew directions. That said and
done, the crew got to where they needed to go quickly, with the boy’s directions.
Indeed, children identifying themselves with the project is part of the project’s historical roots. Children’s Hope was created
in 1986 with the goal of mobilizing Brazilians in relation to the rights of young people and children. At the time, the aim was
to strengthen the childhood issue in the national political agenda and Globo, in partnership with UNICEF, contributed using
its communications outlet to give visibility to the cause. As time went past, the subject grew and increased in importance.
Since 2004, UNESCO (United Nations Educational, Scientific and Cultural Organization) has been an important partner of
the program. The Organization is responsible for selecting projects to be sponsored and managing all funds donated to the
project, which are deposited in its bank account.
Projects sponsored by
Children’s Hope were
shown during a party held
at the Tom Jobim Space
in Rio de Janeiro
52
Partners celebrated
Last year, Globo decided to hold an event to present the 86 projects
supported by the 2012 Children’s Hope throughout the country. One of
2012 CAMPAIGN
the things that stood out at the event, held at the Tom Jobim Space in
R$ 17.7 million raised
Rio de Janeiro, with the special attendance of couple Alexandre Borges
1 million telephone calls
and Julia Lemmertz, was the pride the NGOs felt in being part of such
216 cast members involved
a wide reaching program. As the event’s master of ceremony, Alexandre
Borges said that he believes it is extremely important to show where the
funds raised are invested:
It’s a really great initiative, after all, thousands of people donated,
participated in the campaign, went to the show”, he added.
Founder of the Social Investment Fund “Elas”, Amalia Eugenia Fischer also
stated that the event held to tell people which projects were selected was
168 news reports
165 cross-media insertions
130 internet pieces
90 days of mobilization
62 network wide segments
59 in-person events
The coordinator of the Maranhão Center of Black Culture Ligia Santos,
Dia da Esperança (Hope Day),
Corrida da Esperança (Hope Run),
Brazilian Soccer League
talked about the experience of having been benefited by the project: “With
34 films
a further step towards transparency and citizenship for people.
the arrival of Children’s Hope, the community saw us with different eyes, we
increased the number of young people being assisted and today over 100
children and adolescents are part of this initiative alone,” she pointed out.
Another beneficiary present at the event was Marques Anderson, coordinator
of the Colíder’s Skateboarders Association, in the state of Mato Grosso. For
him, Children’s Hope helped increase the visibility of their project, enabling
them to hire more people and buy more equipment:
Through skating, we teach not only maneuvers, but values,”
he said.
The day after the event, NGO representatives were invited to visit
Projac, where they learned more about Globo’s production activities.
Through its webpage, www.criancaesperanca.com.br, the campaign
is increasing its use of social networks and internet year after year.
53
SOCIAL PROJECTS
GLOBAL ACT ION
After establishing that there were a considerable number of Brazilians without
proper identification, the first Ação Global (Global Action) was carried out
NAT IONAL GLOBAL ACT ION
at Globo in Minas Gerais in 1995. Afterwards, it was propagated throughout
Consultations
Brazil. Last year, in Rio de Janeiro alone, the initiative was conducted in Magé,
Araruama, Salgueiro samba school, Vila Isabel, Magueira Olympic Village,
Rocinha and Talavera Bruce female penitentiary, totaling about 364,000 free
General Public
Documents issued
consultations. There was innovation in Bangu: in addition to the traditional
Volunteers
booths placed in local shopping centers to offer people legal guidance,
Partner Institutions
space was allocated in train carriages of SuperVia, company that operates
Cities
commuter trains in suburban Rio de Janeiro and Baixada Fluminense.
As conveyed by its name, the project – conducted in partnership with the
Cast members
1.6 million
2 million
51,000
31,000
2,000
29
34 actors
Industry’s Social Service (Sesi) – covers a wide range of initiatives, from
REGIONAL GLOBAL ACT ION (RJ)
the issuing of documents to access to important information on health,
Consultations
nutrition and social services relevant to the citizen’s life. “I came for my
documents because a citizen’s joy is to respect and be respected”, stated
General Public
José Ribamar de Oliveira, 59 years old, who benefitted from the Global
Documents issued
Action carried out in Mangueira, Rio de Janeiro.
Volunteers
National coverage
Every year, Global Action is held on the same day across the country. The
19th national edition benefitted 1.6 million Brazilians from 29 cities and
included the participation of 31,000 volunteers. Free services and activities
related to health, sports, education, law (public defender) and leisure were
offered, in addition to information aimed at improving the quality of life of
the population throughout the year.
Another novelty was the identification of volunteers who always participate
in the program. They ended up inspiring the national slogan for the project:
“I Participate in Global Action Year Round”. Achieving citizenship is in fact,
Global Action’s greatest challenge: encourage male and female Brazilians
to pursue their rights wherever available in society.
54
Partner institutions
Cast members
Total of regional events
364,000
152,000
7,000
6,000
320
31 actors
9
Citizenship everywhere
Joy of participating
In 2012, the Talavera Bruce Institute inmates
Many of Globo’s cast take part as volunteers in Global Action. Alexandre Borges, one of the oldest
in Rio de Janeiro were also visited by Global
and most frequent participants, is the program’s “godfather”. For him, it is always a great pleasure
Action. Throughout the day, they had access
to participate.
to the regular services and were provided
with a little more knowledge about the rights
We must thank all of the volunteers throughout Brazil that rallied to make this a really
of citizens – even those incarcerated.
memorable day, a citizenship day”, he states.
Since the services were offered in a single
Aílton Graça was in Bangu and offered to explain people’s rights as citizens. “It is a pleasure to be
visit, they benefitted not only the inmates
among these volunteers because we, as citizens, have many duties and we know little about our
but their families as well. The services of the
rights”, he states.
Public Defender were the most requested,
especially by foreign prisoners.
For many foreigners, who do not speak
Portuguese and who do not have the means
to hire a lawyer, Global Action gave them
access to a public defender in addition to
information regarding their ongoing lawsuits.
Global Action encourages
civic engagement of the
population. Actors and
artists of the network, like
Dudu Azevedo, take part
in the activities
SOCIAL PROJECTS 2012 SOCIAL INITIATIVES REPORT GLOBO
55
SOCIAL PROJECTS
FRIENDS
OF SCHOOL
Which book marked your life? With that
question,
directed
at
parents,
students,
teachers and Globo actors, Amigos da Escola
(Friends of School) emphasized during the
third Thematic Day the importance of reading,
in August of last year. The event attracted
19,000 attendees from 16 states and 41
public schools.
Thematic Days were dates on which the project
underlined the mobilization of participanting
schools from all over Brazil, always dealing with
an issue relevant to the country’s education
agenda. The events held were based on
educational
processes
that
complement
teaching activities, always with the aim of
stimulating knowledge and debate on the
selected topic.
The Friends of School
Thematic Day, close to 20,000
participants in 60 public schools
and 14 states
56
Education, long-term
commitment
Globo has a long-standing commitment to
education, which guides all of the station’s
initiatives. Consequently, Friends of School
was supported for 13 years through various
partnerships, by seeking to involve all of society
in valuing public schools and teachers. However,
at the end of last year, the station decided to
expand this set of initiatives by focusing on a
new educational project, which has just been
created – Globo Educação (Global Education).
2012 HIGHLIGHT S
86,000 students
10,000 parents
3,000 teachers
300 schools
22 states
3 thematic days
It is an initiative which aims to further the
commitment to education and broaden the area
of operation. In addition to the homonymous
show, aired on Saturday mornings, a group
of activities and a permanent communications
platform will be developed, with high potential
for disseminating ideas and information in order
to contribute to quality public education.
The project will expose schools to best
practices by promoting the exchange of
successful ideas. Throughout 2013, video
campaigns and news reports will be aired to
show examples of success and disseminate
these and other relevant information to society
in general, in particular to the school community.
In-person events will broaden the debate with
specialists and partners. All of these activities
will emphasize the importance of education and
value of public schools.
Thematic day that
promoted reading
57
SOCIAL PROJECTS
SPORT S CIT IZENSHIP
Esporte Cidadania (Sports Citizenship) offers several activities, from hopscotch to lectures from high
performance athletes. Activities aim to highlight the importance of sports activity and rally adults and children.
For the athletes, the initiative is essential. “Sport has the power to transform lives”, points out Rodrigo
Figueiredo, gold medalist at the South American Paracanoeing Championship held in Mato Grosso do Sul.
Former judoka and founder of the Reaction Institute NGO, Flávio Canto recalls that the program is entirely
appropriate because, despite being a constitutionally guaranteed right for everyone, the practice of sport is
still not accessible to most Brazilians.
It is our duty to bring this right established by the Constitution to everyone. Sport is essential to humanize,
it is a school of values”, says Flávio Canto.
58
2012 HIGHLIGHT S
461,000 people served
195,000 participants
7,000 volunteers
830 partners
173 athletes
35 locations
Sports Citizenship activities
highlight the importance of
sports and show the athlete as
an example to be followed
59
60
GLOBO UNIVERSIT Y
61
GLOBO UNIVERSITY
T V AND
ACADEMIA SHARE
EXPERIENCES
AND KNOWLEDGE
Through Globo Universidade (Globo University),
Globo and academia have maintained a
relationship program since 1999. With the mission
of sharing experiences to build knowledge,
Globo University promotes this exchange on a
daily basis through seminars, courses, academic
visits, publications, TV shows and social network
campaigns. The program for such exchange is
based on the national agenda’s key issues.
Throughout 2012, Globo University attracted
6,000 participants to 48 events. The website
had over 760,000 hits and activities promoted
together with public and private institutions
in Brazil and abroad, which were followed by
33,000 people on Twitter. Main events included
tributes to great authors, such as Jorge Amado,
and the debate on the future of solid waste, one
of the major challenges facing humanity today.
62
Art and sports discussion
The celebration of Jorge Amado’s (author from the state of
Bahia) centennial led to three seminars at Globo University.
The TV Drama Seminar, in partnership with the Pontifical
Catholic University of São Paulo (PUC-SP): Reinterpretation of
Gabriela, which discussed the importance of the author’s work
to Brazilian literature, adaptations of his novels for television and
the production process of the latest version of Gabriela, written
by Walcyr Carrasco. Among the speakers at the seminar were
Mauro Alencar, TV drama specialist; Professor Benedito Veiga,
from the State University of Feira de Santana, and the director
of the miniseries, Andrew Binder. At the Paraty International
Literary Festival (FLIP), playwright Walcyr Carrasco and author
João Ubaldo Ribeiro took part in the Hundred Years of Jorge
Amado roundtable discussion. Journalist Edney Silvestre
mediated both meetings.
Furthermore, Globo University promoted the International
Cultural
Colloquium
Brazil-Portugal
Dialogues,
in
partnership with the University of Coimbra and the Portuguese
Catholic University. Both meetings were held in November
2012, in celebration of the Year of Brazil in Portugal and of Jorge
Amado’s centennial. Maria Adelaide Amaral, José Wilker, Lima
Duarte and Portuguese and Brazilian professors attended the
event mediated by journalist Mauricio Kubrusly.
Globo University also supported the 35th edition of the Brazilian
Congress of Communication Sciences, held at the University
of Fortaleza (Unifor) between September 3rd and 7th 2012, in
Fortaleza. The event, which is the largest communications
convention in Latin America, attracted over 4,000 students and
had as its main theme, “Sports in the Media Age - entertainment,
Among Globo
University’s 2012
activities, the seminar
about Gabriela, Jorge
Amado’s centennial
and the Brazil-Portugal
cultural exchange
information and education”.
GLOBO UNIVERSITY 2012 SOCIAL INITIATIVES REPORT GLOBO
63
GLOBO UNIVERSITY
The suburb is subject of debate
While Globo aired the Suburbia miniseries by Luiz Fernando Carvalho, a team of experts sat down to discuss the suburb, its
relationships and cultural production at the Pontifical Catholic University in Rio de Janeiro and at the University of São Paulo.
In Rio de Janeiro, under the mediation of Globo News journalist Bianca Ramoneda, professors Márcio Piñon de Oliveira (from
the Graduate Geography Program of the Federal Fluminense University and coordinator of the Center for Urban Studies and
Research), Renato Luiz Pucci (from the Graduate Communications Program from the Universidade Anhembi Morumbi and
researcher of Luiz Fernando Carvalho’s series for the past five years) and Marina Henriques Coutinho (from the Theater Department
at Unirio) addressed issues involving people living in the suburbs, bringing to the fore the importance of peripheral areas for the
construction of Brazilian society.
In São Paulo, the seminar Suburbia: The Individual in the Construction of Social Imaginary also marked the celebration of the 20th
anniversary of the University of São Paulo’s Center for the Study of the Telenovela (CETVN) and had the attendance of professors
Mauro Wilton, Maria Immacolata Vassallo Lopes, Roseli Figaro, Cristina Mungioli, Augusto Massi and Adilson Citelli, from the
University of São Paulo, in addition to professors José Marques de Mello (Methodist University of São Paulo), Maria Aparecida
Baccega (ESPM-SP), Luiz Eduardo Soares (UERJ) and Regina Celia Reyes Novaes (UFRJ). Karen Worcman, founder of the
Museum of the Person, took part in two seminars and spoke about the partnership between the series and the museum.
While Suburbia was
broadcast, debates
discussed issues
inherent to residents of
peripheral areas
64
Seminar inspires creation of textbook
The Future of Trash seminar led students, professors, journalists and
sustainability experts to discuss current practices and what can be done
regarding solid waste. The event, held at the Polytechnic School of the
University of São Paulo, developed an idea which originated in Globo’s
journalism department’s SP+Limpa (Cleaner São Paulo) news report series,
whose objective was to discuss the destination of garbage in megacities like
São Paulo. Learn more on page 30.
The sought-after seminar also produced the first edition of the Globo
University Textbook, which discussed the issue of “The Future of Trash”.
The publication was developed with the goal of disseminating information
and knowledge to contribute to the debate, the channeling of issues and
reflection about themes important to the country’s agenda.
The editorial board reflects the dialogue between academia and television.
Members include Alice-Maria Reiniger, from Globo; Beatriz Azeredo, also
from Globo and a Federal University of Rio de Janeiro (UFRJ) professor;
Galeno Amorim, former president of the National Library, Heloisa Buarque
de Holanda, UFRJ professor; Lucia Araújo, from the Roberto Marinho
Foundation; Luiz Eduardo Soares, from the State University of Rio de
Janeiro and University Estácio de Sá; Maria Adelaide Amaral, from Globo;
Maria Immacolata Vassallo de Lopes, from the University of São Paulo/
Obitel (Ibero-American Television Fiction Observatory); Marialva Barbosa,
from UFRJ/Intercom (Brazilian Association of Interdisciplinary Studies in
Communication); Sérgio Besserman, from the Pontifical Catholic University
of Rio de Janeiro; and Viviane Mosé, from Usina Pensamento/CBN Radio.
In addition to the articles prepared by the experts invited to the seminar,
the first edition of the Textbook recorded the debate which occurred
after the lectures, the papers disseminated by Globo and a glossary of
the more specific terms on the subject. The digital version of the Globo
University Textbook is available on GU website (http://redeglobo.globo.
Members of the
editorial board of Globo
University’s Textbook
com/globouniversidade/). The printed version is distributed to schools,
universities, education departments, libraries and journalists.
65
GLOBO UNIVERSITY
Publications and research support
Last year, Globo University published another edition of the Obitel Yearbook in partnership with the Ibero-American Television
Fiction Observatory. The 583-page book aims to present and discuss production and audience analyses, as well as the sociocultural impact of television fiction in Latin America and in the Iberian Peninsula through publications and seminars. Since 2008,
Globo University has supported the publication of 15 books, which resulted from events organized with partner universities.
Another important aspect of Globo University’s work is the transfer of information to researchers, collection from TV Globo’s
Documentation Center (Cedoc) and Globo Memory (Read more on page 16). This area is also responsible for facilitating the
contact between researchers with the network and its executives for projects that have Globo as its subjects. In 2012, 48 postgraduate research projects were supported. Globo University also brings students to visit its TV facilities. Last year alone, there
were 66 visits.
The Obitel Yearbook
compiled analyses
from Communications
experts from 11 Latin
American countries and
the Iberian Peninsula
66
Allotted airtime
In line with other shows that are part of Globo Citizenship (aired every
Saturday morning), last year Globo University broadcast 41 new shows,
of which five were recorded in foreign universities: Cape Verde, United
States, Germany, Bolivia and China.
In addition, the show aired three thematic editions: Environment Special
(new courses and professions related to environmental areas from the
21st century); Elections Special (presentation of the Public Administration
and college students’ views on public administration and politics); and
the Children’s Hope Special (presentation of the Antônio Malato project,
integration through music at Marajó Island in Pará, as well as former
students who study music at the State and Federal Universities of Pará).
2012 HIGHLIGHT S
Presence on the web
and in social networks
Globo University also has a website www.globouniversidade.com.br,
which not only compiles news stories, exclusive interviews, information
about research support and coverage of seminars and events, but also
6,000 people mobilized
66 guided visits
48 initiatives
48 sponsored research projects
2 publications*
*Obitel Yearbook and Globo University
Textbook “SP+Limpa” (Cleaner São Paulo)
allows visitors to watch full-length shows. There is a wide diversity of
topics on the website. For example, last year, when Jorge Amado would
have turned 100 years old, internet visitors were able to learn a lot about
the author’s life and work, and his relationship with the Candomblé
religion, a registered trademark in his books. In 2012, the website
registered 762.640 visits.
Globo university is also present in social networks with a profile on Twitter
(@tvguniversidade), which drew 33,000 folowers last year.
67
68
OTHER INIT IAT IVES
To add to its social initiatives portfolio, the company uses funding from the Federal Culture
Incentive Law, also known as the Rouanet Law, from the 2006 Federal Sport Incentive
Law, from the Rio de Janeiro municipal culture incentive law (ISS Law), as well as São Paulo’s
(IPTU Law), in addition to contributing to the Childhood and Adolescent’s Fund (FIA).
In 2012, the
Risadaria festival
once again set aside
space for children
OTHER INITIATIVES 2012 SOCIAL INITIATIVES REPORT GLOBO
69
OTHER INITIATIVES
Initiatives supported with tax benefits
Cinefoot – Rio de Janeiro and São Paulo
Master’s Touch – Rio de Janeiro
First Brazilian and Latin American festival dedicated exclusively to the
The Master’s Touch festival’s goal is to expand the facilities of the Bola Pra
endorsement and promotion of soccer-themed films.
Frente Institute in the neighborhood of Guadalupe in Rio de Janeiro. The
Institute offers social advancement through sport, education, art, culture
Risadaria – São Paulo
and professional qualification for low-income children and adolescents,
Largest comedy festival in the Southern Hemisphere and second largest
between the ages of 6 and 17. In 2012 alone, over 4,250 children and
in the world. During each edition, several comedy genres are showcased:
adolescents were aided in Rio de Janeiro, São Gonçalo and eight towns in
literature, cartoon, comics, theater, stand-up, improvisation, circus, radio,
the northeast of Goiás.
television, cinema, photography, Internet, graffiti, music and children’s humor.
International Circus Festival – Rio de Janeiro
Main festival of its kind in Brazil, with an extensive program with national
and international shows, exhibits, workshops, projects and other activities
Adaptation Festival – Rio de Janeiro
The Adaptation Festival, which in 2012 reached its 3rd edition, aspires
to establish a reflection medium for contemporary cinema and literature
among lovers and professionals of these arts.
carried out in communities and pacified areas of town.
Dorina Nowill – São Paulo
Olympic Reaction III – Instituto Reação (Reaction Institute)
– Rio de Janeiro
Organization dedicated to the social inclusion of visually impaired people
The project offers judo training, aimed at adolescents and young people
aged 12 and up, with the objective of developing high-performance
athletes to take part in national and international official competitions.
Sports Festivals – Instituto Sou da Paz (I Come in
Peace) – São Paulo
The Project’s goal is to use sports activities in public areas as a teaching
tool to develop certain fundamental elements of peaceful culture such as
solidarity, tolerance, and dialogue as an instrument to resolve conflict and
respect differences.
Fest Rio 2012 – Rio de Janeiro
Latin America’s largest movie festival, which started in 1999 and is the
combination of two of the country’s largest festivals: Rio Cine Festival
– which had existed since 1984 – and Banco Nacional (National Bank)
Cinema Exhibit, created in 1988.
70
through the free production and distribution of braille, audio and digital
books, which may be accessed directly by people with this disasility in over
1,400 schools, libraries and organizations throughout Brazil (photo below).
International Literary Festival in Pacified Favelas –
Rio de Janeiro
Responsible for enabling communication between 14 communities,
Rio’s literary universe, the Flupp, International Literary Festival in Pacified
Favelas, held from November 7th to 11th last year, was one of the projects
supported in 2012. Authors and Globo actors, such as João Emanuel
Carneiro, Arlette Salles, Ailton Graça and Leandro Hassum, took part in the
event, reading passages from children’s books. The Children’s Hope Area
at the Cantagalo favela was also used to host part of Flupp’s activities.
The Flupp (International Literary Festival in
Pacified Favelas) had the attendance of Globo’s
cast. In addition, the Children’s Hope Space also
hosted part of the activities
71
OTHER INITIATIVES
LEARN MORE
CHILDREN’S HOPE
Tocant ins
Associação Comunitária São Francisco de Assis ASFA | Project: Ensinando e Aprendendo
PERMANENT LY SPONSORED
PROJECT S
Children’s Hope Space in Cantagalo,
Pavão/Pavãozinho – Rio de Janeiro
NORTHEAST
Children’s Hope Space in Brasilândia –
São Paulo
Alagoas
Movimento Pró-desenvolvimento Comunitário Oásis | Projeto: Cafurna
Children’s Hope Space in Jaboatão dos
Guararapes – Pernambuco
Children’s Hope Space in Aglomerado da Serra
– Minas Gerais
Bahia
Children’s Pastoral Program – Abrangência Nacional
Grupo Cultural Bagunçaço | Project: Arte
e Educação II
NORTH
Fundação Fé e Alegria | Project: Arte, Cultura
e Humanização
Amazonas
Associação de Apoio à Criança com HIV Casa Vhida | Project: Fazendo da Vhida
Uma Alegria
Associação Sociedade dos Músicos do Extremo
Sul - Some | Project: Geração de Sons
Associação Humana Povo para Povo Brasil,
Cansanção | Project: Imagem do Sertão
Pará
Obras Sociais da Diocese de Santarém - Pastoral
do Menor | Project: Crianças da Amazônia por
Um Mundo Melhor
Associação Musical Antônio Malato - AMAM |
Project: Música Marajoara - Orquestra Jovem
Marajó
Instituto de Artes Aurimar Monteiro de Araújo
- Instituto AMA | Project: Sons do Caeté
de Bragança: Multiplicando Esperança e
Cidadania na Amazônia
Pró-Menor São Daniel Comboni - Pastoral do
Menor | Project: Informática e Cidadania
72
Fundação Caminho | Project: Inclusão
Social de Crianças, Adolescentes e Jovens
em Vulnerabilidade através do Contraturno
Escolar
Grupo de Apoio à Criança com Câncer - GACC
| Project: Mais Música, Mais Leitura, Mais
Esperança
Associação dos Moradores do Alto da Colina
Project: Santo Antônio de Música
Rondônia
Centro Despertar da Criança e do Adolescente
Project: Banda Musical
Instituto Amigos de Santo André - IASA | Project:
Ambiente Musical
|
|
Sociedade Filarmônica Lira Popular | Project:
Sopro Popular do Recôncavo - Restauração
de Instrumentos Musicais de Sopro e
Formação em Educação Musical
Fundação Centro Brasileiro de Proteção e
Pesquisa das Tartarugas Marinhas - Fundação
Pró-Tamar | Project Tamar - Meio Ambiente,
Cultura e Inclusão Social
Associação Comunitária Educacional José
da Rocha - Escola Família Agrícola de São
Luís Gonzaga | Project Apoio à Educação e
Inclusão Social dos Jovens do Campo
Associação Recreativa Cultural e Artística ARCA | Project Tocando e Construindo Novos
Ritmos
Associação Projeto Crescer | Project Um
Espaço para Ser e Conviver
Centro de Cultura Negra do Maranhão - CNN |
Project Arte Erê: Despertando as Habilidades
Artísticas e Culturais
Pernambuco
Associação Pedagógica Waldorf de Várzea da
Roça | Project Waldorf Várzea I
Ceará
Sociedade Pestalozzi de Barbalha | Project
Caminho da Cidadania: Gerando Diversidade
e Inclusão Educacional
Associação Afro Didara & Cia BumbaCrioulo Didara São José | Project
CarroCineBibliotecArte
Instituto Educacional e Social de Artes e Ofícios
Dom Helder Câmara | Project Cidadania em Ação
Associação de Cidadãos e Cidadãs Solidários
Vamos! | Project Construindo Oportunidades
Associação Instituição Peró | Project Histórias
Andantes
Centro de Promoção da Vida de Crianças e
Adolescentes - CEPROVI | Project Fábrica de
Desmontação
Bagulhadores do Mió | Project Plantando
Futuros de Cidadania
Organização de Assistência e Promoção às
Famílias - Project Menor | Project Incluindo
pela Arte
Associação Comunitária Irene Cruz - ACIC |
Project do Campo o Aprendiz - Cidadão do
Futuro II Tempo
Centro Comunitário Cultural e Eclesial de Vila
Passos - CCCEVP | Project Jogar a Rede
Tecendo o Futuro
Associação Porteirense de Assistência Familiar APAF | Project EDUCART
Centro Cultural e Educacional Mandingueiros
do Amanhã | Project Maranhão, Mandingas
e Mandingueiros: Promovendo a Cultura
Ancestral
Grupo Teatral Gritos e Risos | Project
Transformando Ideias em Arte, Cultura e
Trabalho
Centro Educacional Vida Nova - Prelazia de
Balsas | Project Paixão de Brincar
Rio Grande do Nor te
Associação Curumins | Project Erradicando o
Trabalho Infantil e Promovendo a Cidadania
Projeto Verde Vida | Project Mistura
Comunitária: Cultura, Informação e
Conhecimento para Povos em Crescimento
Clube de Mães Mariana | Project Palco das
Letras
Associação Cultural Imperadores da
Parquelândia - G.R.E.S Imperadores da
Parquelândia | Project Multiplicadores
de Música e Esperança
Instituto Formação - Centro de Apoio à Educação
Básica | Project Vi a Rua
Associação Comunitária do Guarani | Project
Sons que Transformam o Sertão
Paraíba
Centro de Crianças e Jovens - RECREARTE
Project Chances Iguais
Associação Comunitária de Milagres - ACOM
| Project Transformação Social com Arte,
Educação e Cultura
Maranhão
Associação de Moradores do Conjunto Maiobão
Project Abrindo Fronteiras com a Música
|
|
Lar Assistencial Maria de Nazaré | Formando
Músico para Toda Vida
Instituto Pró-Educação e Saúde - Proeza |
Project Mulheres e Crianças na Escola
Ação Social Nossa Senhora do Perpétuo Socorro
Project PROMOVIDA - Gerando Vida e
Esperança à Criança e Adolescente
|
Goiás
Associação da Escola de Samba Estudante de
Santo Antônio | Project Tocando Certo
AFMA - Ação Social Comunitária | Project Um
Novo Alvorecer
Associação Lar do Nenen | Project Todas as
Crianças São Crianças de Todos
Lar e Abrigo Mater Salvatóris | Project
Veículo para Transporte de Paraplégicos e
Tetraplégicos
Piauí
Espaço Cultural Vila Esperança | Project
Vivências Culturais
Missão Vida | Project: Centro Educacional
Vida - Formação de uma Fanfarra e Cozinha
para Aula de Culinária
Associação dos Moradores dos Bairros de
Frutilândia I, II e Fulô do Mato | Project Centro
de Convivência e Participação Social São
Francisco
Associação Amigos do Coração da Criança
Project Implantação da Casa da AMICO
|
Associação para o Desenvolvimento de
Iniciativas de Cidadanias do Rio Grande do Norte
- ADIC | Project Passo Cidadão
Casa Pequeno Davi | Project Conectando Vidas
Sergipe
Casa de Cultura Ilê Asé D’Osoguiã - IAO |
Project Difusão da Cultura Afrobrasileira com
Inclusão Digital
Missão Cantinho do Céu Aracaju | Project
Criança Esperta
Associação de Moradores do Conjunto Noé
Trajano - ASMOCONT | Project Tecnologia e
Cultura se Abraçam na Capital do Sertão
Dis t rito Federal
Assistência Social Casa Azul - ASCA | Project
Flor da Pele
Associação Nossa Voz em Ação | Project
Brincando com os Sons
Associação Integrando e Construindo o
Conhecimento - AICC | Project Canastra das
Letras: O Acesso aos Livros, à Música, ao
Teatro e a Formação de Agentes de Leitura
Griô
MIDWEST
Mato Grosso do Sul
Associação de Pais e Amigos dos Excepcionais
de Campo Grande | Project Muay Thai
Especial
Instituto de Desenvolvimento Evangélico - IDE
Project Uns por Todos: Radical
|
Mato Grosso
Project Ciranda - Música e Cidadania | Project
Ciranda - Núcleo de Percussão
Associação dos Skatistas de Colíder | Project
Onça Pintada
Companhia Teatral Spirits | Project Pequeno
Artista - Teatro como Instrumento de
Educação e Inclusão Social
73
OTHER INITIATIVES
SOUTHEAST
Observatório de Favelas do Rio de Janeiro |
Project Pinhole: Descobertas e Autorias
Espírito Santo
Instituto Luiz Braille | Project Aprendizado da
Escrita em Braille
São Paulo
Associação Educacional e de Amparo Social Vida Feliz | Project Brinquedoteca Vida Feliz
Associação Pró-Esporte e Cultura | Project Bom
de Nota, Bom de Bola
Associação de Futsal Infanto-juvenil de Santa
Marta | Project Esporte Cidadão
Associação de Proteção à Criança e ao
Adolescente de Paraguaçu - Casa Lar | Project
CARA - Construindo Ações Reais para
Adolescentes
Minas Gerais
Instituto Agronelli de Desenvolvimento Social
Project Bibliotecando: Re-lendo o Mundo
|
Lira Santo Antônio | Project Escola de Música
da Lira Santo Antônio
Grupo de Produtores Rurais de Tambadouro
Project Paiolzinho de Cultura
|
Associação Ação Mineira para a Educação - AME
Project Todos por Todos - Educando Além
da Escola
|
Centro Social Mali Martin | Project ValeAÇÃO
Rio de Janeiro
Sociedade Cultural Projeto Luar | Project dos
Pés à Cabeça
Associação Casa das Artes de Educação e
Cultura | Project Educação para as Ciências e
Meio Ambiente
Associação Cultural Prof. Hans Ulrich Koch
- Escola de Música da Rocinha | Project
Multiplicadores para o Ensino de Música
Central Única das Favelas do Rio de Janeiro CUFA | Project Oficinas de Basquete de Rua
e Skate
Projeto Social Ajax | Project One Day at School
Centro Cultural Cartola | Project Pacificarte pela Cultura de Paz na Mangueira
Instituto Central de Cidadania | Project Pé na
Escola II
Lar Fabiano de Cristo | Project Pedagógico
Jacaré Poió
74
Serviço de Aprendizagem Rural ao Adolescente ONG Sara | Project Contando Uma História
Associação pela Infância e Juventude de Paulínia
| Project Fazendo Arte com Judô
Associação Brasileira das Franciscanas de
Agudos - Creche Dona Maria Leonor | Project
Inclusão Digital, Uma Oportunidade para
Todos
Associação de Formação e Reeducação Lua
Nova | Project Incubadora de Habilidades
Instituto Educadores Sem Fronteiras - ESF |
Project Libertar Saberes na Alquimia de
Conhecimentos
Lar Espírita Ivan Santos de Albuquerque |
Project Oficina de Aprendizagem e
Pré-profissionalizante de Reciclagem
SOUTH
Paraná
Pastoral da Criança
Associação de Portadores de Fissura Lábio-Palatal
de Cascavel | Project Ampliando Sorrisos
Centro de Orientação e Apoio Sócio Familiar do
Adolescente em Liberdade Assistida | Project
Curso Profissionalizante em Fotografia,
Edição de Imagem e Revelação de Fotos
Associação Artesanal do Excepcional de Ponta
Grossa | Project Eterno Aprendiz: Inclusão
na Vida Digital
Serviços de Obras Sociais - Cícero Nuto
Figueiredo | Project Formando Cidadão com
a Informática
Rio de Janeiro | Rio de Janeiro
Rio Grande do Norte | Natal
Rio Grande do Sul | Igrejinha
Rondônia | Porto Velho
Roraima | Cantá
Santa Catarina | Dionísio Cerqueira
São Paulo | São Paulo
Sergipe | Aracaju
Tocantins | Paraíso do Tocantins
Instituto Social Vó Durvina | Project
Profissionalização com Qualidade
Instituto Paranaense de Cegos | Project Ver
com as Mãos
Rio Grande do Sul
Mitra da Diocese de Novo Hamburgo | Project
Biografias de Futuro
Associação de Pais e Amigos dos Excepcionais
Project Cidadão Digitalizado
|
Associação Ser Criança Feliz | Project
Educação do Olhar
Instituto Lenon Joel pela Paz | Project
Educando pela Paz 2ª Edição O Despertamento de Dons como Impulso
ao Protagonismo Juvenil
Santa Catarina
Instituto Ilhas do Brasil | Project Estrelas
do Mar
Instituição Espírita Casa da Fraternidade | Project
Ponto de Cultura Juventude Luzes do Amanhã
Associação Pró-Brejaru | Project Um Canto em
Cada Canto
GLOBAL ACT ION
Nat ional
Acre | Cruzeiro do Sul
Alagoas | Maceió e Arapiraca
Amazonas | Manaus
Amapá | Macapá
Bahia | Salvador
Ceará | Caucaia
Distrito Federal | Recanto das Emas, Brasília
Espírito Santo | Cachoeiro de Itapemirim
Goiás | Goiânia
Maranhão | São Luiz
Minas Gerais | Belo Horizonte
Mato Grosso do Sul | Corumbá
Mato Grosso | Cuiabá
Pará | Parauapebas
Pernambuco | Igarassu
Piauí | Floriano
Paraná | Araucária
Regional
Rio de Janeiro
Cit ies
São Gonçalo, Duque de Caxias, Nilópolis,
Queimados, São Pedro da Aldeia
Neighborhoods
Borel, Vila Isabel, Madureira, Ilha do Governador,
Vila Cruzeiro
SPORT S CIT IZENSHIP
Acre | Rio Branco
Alagoas | Maceió
Amazonas | Manaus
Amapá | Santana
Bahia | Salvador
Ceará | Sobral
Distrito Federal | Taguatinga
Espírito Santo | Vitória
Goiás | Goiânia
Maranhão | Caxias
Minas Gerais | Sete Lagoas e Juiz de Fora
Mato Grosso do Sul | Campo Grande
Mato Grosso | Cuiabá
Pará | Altamira, Ananindeua, Castanhal, Marabá,
Santarém, Mojú, Paragominas
Paraíba | João Pessoa, Campina Grande
Pernambuco | Belo Jardim
Piauí | Floriano
Paraná | Ponta Grossa
Rio de Janeiro | Nova Iguaçu
Rio Grande do Norte | Assú
Rondônia | Porto Velho
Roraima | Boa Vista
Rio Grande do Sul | Canoas
Santa Catarina | Caçador
São Paulo | São José do Rio Preto
Sergipe | Barra dos Coqueiros
Tocantins | Gurupi
SOCIAL PUBLICITY
Self-sponsored and
par t nered campaigns
Cit izenship
Jornada Mundial da Juventude | Preparai o
Caminho (Evento Preparatório da Jornada)
Museu Aeroespacial
Global Action
Rio de Janeiro: Patrimônio Cultural da
Humanidade
Associação Brasileira de Emissoras de Rádio e
Televisão (ABERT) | 50 Anos Abert
Rio Tur | Rei Momo e Rainha do Carnaval
Carnaval de Rua 2012 | Dicas de Cidadania
Disque Salve | Serviço de Informações sobre
Tráfico de Pessoas
Spor t s Cit izenship
Associação de Blocos de Carnaval de Rua
da Zona Sul, Santa Teresa e Centro (Sebastiana)
| Baile da Sebastiana/Grito da Sebastiana
Show Arlindo Cruz - Evento Gratuito
Show da Criança 2012
FIA/AAB | Segurança no Trânsito
Show de Aniversário de Queimados
Ficha Limpa | Eleições 2012
Show Paulinho da Viola 70 Anos - Evento
Gratuito
Instituto Innovare | Prêmio Innovare de Boas
Práticas Jurídicas
Show Stevie Wonder e Gil - Evento Gratuito
Ministério da Justiça | Classificação Indicativa
Shows de Reveillon
Secretaria de Direitos Humanos da Presidência
da República | Campanha contra a Homofobia
Viradão Carioca 2012
Cult ure
Direitos da Infância e Adolescência
Criança Esperança
Aniversário da Cidade do Rio de Janeiro
Aniversário Municípios do Rio de Janeiro
Central Única das Favelas | Show Dia dos Pais
Concurso Batalha dos Passinhos
Exposição “Guerreiros da Vida Real” – Mostra
de Fotos de Personalidades do Complexo do
Alemão
Feira de São Cristóvão | Comemoração do
Centenário de Luiz Gonzaga / Concurso
Beleza Nordestina
Worker’s Right s
Globo / Organização Internacional do Trabalho /
ONU Mulheres | Campanha pela Defesa dos
Direitos das Trabalhadoras Domésticas
Secretaria de Política para as Mulheres da
Presidência da República | Campanha sobre
Mulheres na Construção Civil
Educat ion
Amigos da Escola | Campanha de Valorização
da Educação
Festa Literária Internacional das Upps
(Evento no Espaço Criança Esperança)
Festival Cinefoot 2012 | Festival sobre Cinema
e Futebol
Festival de Presépios
Freedom of Expression
1º de Maio Gospel
Campanha Religiões - Efemérides Religiosas
(Budismo/Islamismo/Judaísmo/Espiritismo/
Protestantismo/Umbanda/Candomblé)
75
OTHER INITIATIVES
Dia de São Sebastião 2012
Caminho das Artes | Festival Grito Rock 2012
Marcha para Jesus
São Gonçalo Gospel | Festival de Música
Centro de Estudos de Políticas Públicas |
4ª Mostra Brasil Juventude Transformando
com arte
Troféu Promessas
Circuito das Artes do Jardim Botânico
Environmental Preservat ion
Plataforma Cidades Sustentáveis
Healt h
Medidinha Certa
Corrida e Caminhada contra o Câncer
de Mama
Doação de Sangue
Hemorio | Doação de Sangue
Comunidade Católica Shalom | Festival
Halleluya (Evento de Música)
Mostra Internacional de Cinema Negro
Crescer e Viver | 1º Festival Internacional
de Circo
Arquivo Nacional | Recine 2012 - Festival
Internacional de Cinema de Arquivo
Embaixada do Reino da Suécia | Semana da
Inovação Brasil Suécia
Risadaria | Festival de Humor
Exposição Espelho da Arte | Exposição sobre a
Carreira de Regina Duarte
Exposições Museus Projetos Culturais (Expomus)
| Exposição Impressionismo: Paris e a
Modernidade
Festival Adaptação | Festival sobre Cinema e
Literatura
T hird-par ty campaigns
Cult ure
Anima Mundi | Festival Internacional de
Animação
Arteccom | Conferência Mundial de Fomento
à Inovação (Wob 2012)
Associação Candido Portinari | Exposição
Guerra e Paz (São Paulo)
Associação Cultural Estudos Contemporâneos |
Festa Literária Internacional das Upps (Flupp)
Associação Cultural Panorama | Festival
Panorama 2012 (Evento de Dança)
Associação Imaginário Digital | Festival Visões
Periféricas
Bex Feiras e Eventos Culturais | Artrio 2012
(exposição de Arte)
Câmara Brasileira do Livro | 22ª Bienal
Internacional do Livro
76
Instituto Música no Museu | VII Rio Harp
Festival
Loucos por Música | Inclusão de Pessoas com
Distúrbios Mentais
Exposição Glob All Mix | Exposição de Cartazes
sobre Sustentabilidade
Solidarity
Instituto de Estudos de Televisão | Festival
Internacional de Televisão 2012
Festival Assim Vivemos | Festival Internacional
de Filmes sobre Deficiência
Festival Back2black
Festival Internacional de Criatividade (Crio)
Evento sobre Design
|
Festival Internacional Intercâmbio de
Linguagens (Fil) Festival Tangolomango | Festival da
Diversidade Cultural
Fundação Nacional do Livro Infantil | 14º Salão
do Livro para Crianças e Jovens
Grupo Cultural Afroreggae | Praça Tropicalismo
(Espaço Cultural)
Insert | Um Novo Olhar sobre o Design
Instituto Arte do Futebol Brasileiro | Exposição
Vestiário
Instituto Brasileiro Leitor | Jorge Amado e
Universal
Sergio Ricardo | Concerto João Joana/S.
Ricardo - 80 Anos (Exposição Comemorativa)
União Nacional dos Estudantes | Bienal da UNE
Virsky | Balé Nacional da Ucrânia
Voz da Comunidade | Arraiá da Paz
Cit izenship
Agência Redes para a Juventude |
Protagonismo de Jovens em Comunidades
Associação Brasileira de Jornalismo Investigativo
| 7º Congresso de Jornalismo Investigativo
Associação dos Juízes Federais do Brasil (Ajufe)
| 40 Anos Ajufe
Atitude Brasil | Movimento Limpa Brasil
Central Única das Favelas | Prêmio Anu
Central Única das Favelas | Taça das Favelas
Centro de Informação das Nações Unidas (Unic
Rio) | Mobilização para Rio+20
Comitê para Democratização da Informática (Cdi)
Conselho Empresarial Brasileiro para o
Desenvolvimento Sustentável (Cebds)
Conselho Nacional de Justiça | Semana
Nacional da Conciliação
Conselho Nacional do Ministério Público |
“Paz, Essa é a Atitude” (Campanha contra
a Violência)
Federação Brasileira de Associações de Fiscais
de Tributos Estaduais (Febrafite) | Prêmio
Nacional de Educação Fiscal
Grupo Cultural Afroreggae | Desafio da Paz
(Evento Esportivo contra a Violência) / Prêmio
Orilaxé
Igreja Presbiteriana do Brasil | Caminhada pela
Cidadania
Instituto Empreender Endeavor Brasil | Semana
Nacional de Empreendedorismo
Instituto Vladimir Herzog | Prêmio Jovem
Jornalista
Junior Achievement | “Empresário”
(Campanha de Incentivo ao
Empreendedorismo)
Movimento do Ministério Público Democrático |
Campanha contra a Corrupção (Mãos/Bebê)
Canto Cidadão | Doutores Cidadãos (Programa
Social em Hospitais)
Mitra Arquiepiscopal do Rio de Janeiro
Procissão de São Sebastião
Movimento Humanos Direitos | Trabalho
Escravo
Conselho Nacional de Justiça | Pai Presente
(Campanha Pelo Reconhecimento de
Paternidade)
Rádio Catedral | Rádio Catedral 20 Anos
Instituto Millenium | Campanha sobre
Cidadania e Democracia
|
ONG Morhan | Informações sobre Hanseníase
Secretaria de Comunicação da Casa Civil do Rio
de Janeiro | Combate à Dengue
Secretaria de Estado de Cultura | Via Sacra
Rocinha
Sociedade Brasileira de Cardiologia |
Caminhada em Prol dos Cuidados com o
Coração
Environmental Preservat ion
Sociedade Brasileira de Endocrinologia e
Metabologia | Cuidados com a Tireoide
Dia Mundial de Consciência sobre o Autismo
Ordem dos Advogados do Brasil | Rj - OAB 80
Anos
Grupo de Apoio ao Adolescente e à Criança com
Câncer (Graacc) | Corrida Beneficente
Prefeitura do Rio de Janeiro | Carnaval Sem
Preconceito
Grupo Mundo Azul | O Brasil Precisa Conhecer
o Autismo
Centro de Cultura, Informação e Meio
Ambiente | Green Nation Fest (Festival sobre
Sustentabilidade)
Sociedade Brasileira de Fonoaudiologia |
Campanha sobre Cuidados com a Voz
Secretaria de Comunicação Social/Comando da
Marinha | Segurança no Mar
Instituto Meta Social | Que Diferença Faz
(Incentivo à Inclusão e à Diversidade)
Fundação Roberto Marinho /Rio+20 | Exposição
Humanidade 2012
Sociedade Brasileira de Mastologia | Prevenção
contra o Câncer de Mama
Tribunal Superior do Trabalho | Semana
Nacional de Execução Trabalhista
Movimento Down | Portal sobre Síndrome de
Down
Fundação SOS Mata Atlântica | Viva a Mata
2012
Sociedade de Neurocirurgia do RJ | Prevenção
contra Acidentes em Piscinas
Viva Rio | Lei de Drogas: É Preciso Mudar
Rede Não Bata, Eduque | Campanha “Não
Bata, Eduque”
Instituto Ethos de Empresas e Responsabilidade
Social | Um Novo Contrato Social para o
Século XXI (Evento sobre Sustentabilidade)
Sociedade Viva Cazuza | Prevenção contra HIV
Educat ion
Instituto e / UNESCO - Prêmio e Programa das
Nações Unidas para o Meio Ambiente (Pnuma)
Campanha sobre Economia Verde
Right s of Children
and Adolescent s
APAE de São Paulo | Campanha do Pezinho
Associação Capixaba contra o Câncer Infantil
Diagnóstico Precoce
|
Associação Nacional dos Grupos de Apoio à
Adoção (Angaad) | Campanha de Incentivo à
Adoção
Associação para Crianças e Adolescentes com
Tumor Cerebral (TUCCA)
Feira Brasileira de Ciências e Engenharia
(Febrace)
Todos pela Educação | Campanha pela
Valorização do Professor
Museu Exploratório de Ciências/Universidade
Estadual de Campinas (Unicamp) | 4ª Olimpíada
da História do Brasil
Solidarity
|
UNESCO Brasil | Campanha sobre
Sustentabilidade
Healt h
Associação Brasileira de Transplante de Órgãos
(ABTO) | Doação de Órgãos
Associação de Amparo ao Idoso | Apoio à
Terceira Idade
Associação de Interesse Público Or Avrohom
Campanha Sangue por SP
|
Associação Brasileira de Linfoma e Leucemia
(Abrale)
Banco da Providência | Roça in Rio - Arraial da
Providência 2012 (Evento Beneficente)
Associação Operação Sorriso do Brasil |
Cirurgias Gratuitas de Lábio Leporino e Fenda
Palatina
Conferência Nacional dos Bispos do Brasil
(CNBB) | Campanha da Fraternidade 2012
Freedom of Expression
Associação Parceria contra Drogas
Arquidiocese do Rio de Janeiro | Corpus Christi
2012 / Encerramento do Mês de Maio, Mês
de Maria
Fundo Social de Solidariedade do Estado de São
Paulo (Fussesp) | Campanha do Agasalho
Associação Viva e Deixe Viver | Fóruns de
Humanização da Saúde 2012
Retiro dos Artistas | Festa Junina 2012 (Evento
Beneficente) / Institucional
Associação Arte de Viver | Medita Rio / Medita SP
Conselho Brasileiro de Oftamologia | Campanha
sobre Saúde Ocular
Sociedade de Nefrologia do Rio de Janeiro |
Campanha de Doação de Órgãos (Disque 155)
Instituto do Câncer do Estado de São Paulo
(Icesp) | Incentivo a Exames Preventivos
Tribunal de Justiça de São Paulo | Campanha
pela Doação de Órgãos
Universidade de São Paulo | 100 Anos da
Faculdade de Medicina
Associação Cultural e Beneficente Beit Lubavitch
| Pessach 2012
Confederação Israelita Brasileira | Ano Novo
Judaico
Irmandade Nossa Sra. do Outeiro | Festa de
Nossa Senhora da Glória
Instituto Paulo Gontijo | Campanha sobre
Esclerose Lateral Amiotrófica
Naranon | Campanha contra as Drogas
77
REDE GLOBO
GENERAL INFORMATION
• Founded in 1965.
• 12,000 employees and 122 broadcasting stations (5 owned
and 117 affiliates).
• Coverage of 98.6% of Brazilian municipalities / 99.5% of
the population.
• Audience share of 42.2% in 2012 (7:00 a.m. to 12:00 a.m.).
• Production volume: 2,431 hours or 3,011 episodes in 2012,
including telenovelas, miniseries, variety shows, shows and events.
INTERNATIONAL MARKET
• Present in 16 countries.
• Premium cable TV channel in Portuguese.
• Distributed by more than 70 operators around the world.
INTERNET
• Website audience leadership in news, sports, entertainment, with
G1, Globoesporte.com and Globo Entretenimento.
• Over 5 million followers on Twitter.
DIGITAL TV
• Digital signal reaches around 50% of households (95 million
inhabitants). In addition, 70 local programs are produced in HD.
GLOBO BRANDS
• Granted FIFA Master License for the FIFA Confederations Cup
Brazil 2013 and the 2014 FIFA World Cup Brazil.
• 320 new products and 31 DVDs launched, including four
telenovelas.
GLOBO FILMS
• 2.3 million potential viewers.
• 127 films, whose audiences totaled over 148 million people.
• 59 products sold to 92 countries in 2012 alone.
• 2012 Highlights: “Até que a Sorte nos Separe” and “E aí,
Comeu?”, comedies that attracted 3.4 and 2.5 million
spectators respectively.
• 4,000 hours of shows broadcast to 190 countries via the
Globo TV Sports Channel.
• An average of 25,000 hours licensed to about 90 countries in
over 30 languages.
PRODUCTION AND EDITORIAL COORDINATION Central Globo de Comunicação
ILLUSTRATIONS The illustrations used in this report were created by artist Orlando Ferreira Ribeiro, resident of Cantagalo - Rio de Janeiro
GRAPHIC DESIGN AND LAYOUT Refinaria Design
PHOTOS P. 11 | Bom Dia | Globo/Estevam Avellar | Avenida Brasil | Globo/Renato Rocha Miranda • P. 12 | Glória Maria | Globo/Alex Carvalho • P. 14 | Crianças BH | Ronaldo Guimarães • P. 16 | Lançamento livro ‘Irineu Marinho’
| Ronaldo Guimarães • P. 18 | CAT | Dario Zalis • P. 20 | Vista aérea Projac | Globo/João Cotta • P. 21 | Plantando árvores MG| Divulgação Prefeitura de Ouro Preto • P. 25 | Cheias de Charme | Globo/Estevam Avellar • P. 26 | Amor,
Eterno Amor | Globo/Alex Carvalho • P. 27 | Salve Jorge | Globo/Estevam Avellar e Brado Retumbante | Globo/Matheus Cabral • P. 29 | Reportagem Sônia Bridi | Para Identificar • P. 30 | SP+Mais Limpa | Globo/Matheus Cabral •
P. 36 | Sandra Annenberg | Globo/Zé Paulo Cardeal • P. 38 | Globo Educação| Carlos Nascimento | Globo Ciência | Monique Nóbrega | Globo Ecologia | Gabriela Salgado • P. 39 | Ação no Haiti | Fábio Barão • P. 40 | Workshop ‘O que
é Cidadania’ | Globo/Zé Paulo Cardeal • P. 46 | Movimento Down no Congresso Nacional | Maria Cristina de Orleans e Bragança • P. 49 | Cena da peça ‘Gonzagão, a Lenda’ | Silvana Marques • P. 55 | Festa beneficiados Criesp | Kiko
Cabral • P. 56 e 57 | Amigos da Escola | Kiko Cabral • P. 59 | Esporte e Cidadania | Kiko Cabral • P. 63 | Seminário de Teledramaturgia: Releitura Gabriela | Studio 3X • P. 63 | Debate Cem Anos de Jorge Amado | Globo/Luís Erlanger •
P. 63 | Congresso Brasileiro de Ciências da Comunicação | Artur Lourenço • P. 64 | Seminário Suburbia | Studio 3X • P. 65 | Conselho Editorial do Caderno Globo Universidade | Renato Velasco • P. 66 | Anuário Obitel | Renato Velasco •
P. 69 | Festival Risadaria | Divulgação • P. 70 | Apresentação na Fundação Dorina Nowill | Divulgação • P. 70 | Feira Literária Internacional das UPPs| Divulgação
www.redeglobo.com.br | Follow on twitter.com/rede_globo and plus.google.com/+ RedeGlobo | Like fb.com/RedeGlobo and instagram.com/redeglobo

Social Initiatives Report Globo

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