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corporate social responsibility report 2007 Message from the Board When we started we were a small bunch of dreamers. Only a word drove us forward: The 2007 Corporate Responsibility Report of Grupo RBS, in addition to giving account of the main actions and indicators of the year in focus, highlights a historic occasion: the company’s Jubilee celebration. The date was celebrated in different styles, specially with our collaborators, and the communities with which we have created long-lasting bonds. The reason: RBS’s development into a multimedia company was possible thanks to the trust we won from our collaborators, customers, suppliers and, above all, from our listeners, readers, and viewers. To all of them a word of gratitude, which we aspire to convey through the institutional campaign built at the end of a superb year of achievements. VOCATION. At each victory, at each new enterprise… each time our audience grew, another word became important: RESPONSIBILITY. To overcome obstacles, UNITY was the keyword. In celebrating five decades of business life, Grupo RBS remains attentive to its mission of “helping people to communicate with their world”. In order to do that, we often revisit our processes, and review the trends in this rather competitive and changing world. The future is always around the corner. Hence, approaching innovation at work is a need. Not only by acquiring new technology and advanced management tools, or by developing high-quality products, which generates reliability, but also by winning the hearts of the next generations. At the closing of our first 50 years of existence, During these first 50 years, Grupo RBS has never departed from its social role. Internally, it cares for its collaborators by contributing to their professional development. As for communities, the company gives heed to their needs and claims. In this sense, many of the editorials published in newspapers’, radio and TV stations’, as well as Web sites’ play a mouthpiece role for the localities within their reach. At other times, institutional actions are developed to mobilize society around a substantial theme, as is the case of the campaign “Violence in the traffic. It must end”, which was launched in December, 2007. Now, only one word is capable to translate The 50-year celebration made us very proud, and provided Grupo RBS with the drive it needs to keep on moving towards the future. Jayme Sirotsky Nelson Sirotsky Chairman of the Board President &CEO we believe to have taken the right course. However, what has really driven us to what and where we are now is the trust you have deposited on us every day. what we feel: GRATITUDE. Contents Vision of Responsibility 6 In-house Community 10 Clients 22 Government and Society 26 Environment 30 Socially Responsible Product 34 Community 48 Mauricio Sirotsky Sobrinho Foundation 56 Vision of Responsibility R$ 82.420.874 The commitments taken by Grupo RBS along its trajectory, reaffirmed at every action and event held in celebration of its Jubilee, are conveyed as numbers in the Sustainability Consolidated Balance. In 2007, the resources assigned to our in-house community were significant, amounting to nearly R$ 82.4 mi, an increase of 27.15% compared to the amount invested in the previous year. invested by RBS in actions towards its in-house community R$ invested by RBS in actions towards consumers*, communities*, and the environment The total investments assigned to In-house Community, Consumers, Communities, and Environment raised by 13.40%, from R$ 107.1 mi in 2006 to R$ 121.4 mi over the following year. Founded on August 31, 1957, in Porto Alegre, Grupo RBS is a multimedia communications company, operating in Rio Grande do Sul and Santa Catarina, with multimedia branches and commercial offices in five other states and in Federal District. Grupo RBS’s multimedia platform is a portfolio of 18 broadcast TV stations, 2 Community TV stations, 1 National Cable Rural TV station, 25 radio stations, 8 newspapers, 2 Internet portals, 1 publishing house, 1 marketing company aimed at the youth, and the Mauricio Sirotsky Sobrinho Foundation. 39.051.052 R$ 121.471.926 total amount invested by Grupo RBS in 2007 * in media, discounts, and financial resources 1 101.817.172 TAXES 348.223 5.936.925 Ocupational Health and Safety Transport 82.420.874 Subtotal 1.354.822 1.063.238 9.345.115 1.252.622 Total donated in health care Total donated in security Total donated in culture, sports, and leisure Total donated in enviromental actions 3.940.516 Subtotal 12,40 0,08 107.121.050 45.385 45.385 13,03 0,01 0,01 104.901.149 41.048 41.048 1.315.642 1.315.642 41.869.353 1.161.259 3.671.909 359.625 14.043.678 613.838 2.371.390 8.506.338 12,45 0,00 0,00 0,16 0,16 4,97 0,14 0,44 0,04 1,67 0,07 0,28 1,01 1,32 0,53 0,53 6,95 0,12 0,06 0,58 0,03 0,82 0,59 3,63 0,01 0,04 0,21 0,87 9,43 19,40 100,00 1 Model based on the social statement proposed by IBASE, and Instituto Ethos of Social Responsibility 2 Income of media companies in Rio Grande do Sul and Santa Catarina states. 3 In media, and financial resources 4 This resource is distributed into 'Community', therefore. It is not included into the consolidated statement NOTE: The item 'Overall Total' related to the Corporate Social Report of 2006 has been rectified. In that year it was published a total of R$108,553,883 due to Item D having been mistakenly added 121.471.926 769.053 Subtotal 0,08 0,16 0,16 4,17 0,27 0,34 0,07 0,88 0,44 0,62 1,40 11.141.316 4.423.715 4.423.715 58.567.033 1.039.688 517.207 4.853.399 235.937 6.887.572 4.952.188 30.559.294 101.200 351.908 1.753.664 7.314.976 79.464.699 163.481.554 842.607.000 % s/ RL grupo RBS TOTAL GERAL (A+B+C+E) 769.053 aimed at the environment at RBS 1.432.833 1.432.833 37.091.281 2.432.589 3.006.862 652.882 7.838.224 3.947.054 5.500.931 12.465.322 0,14 0,58 0,58 7,29 0,17 0,06 0,58 0,03 0,81 0,60 3,80 0,01 0,04 0,21 0,96 9,90 19,91 100,00 R$ 2007 Resources applied in programs or actions 0,40 0,40 3,33 0,04 0,25 0,13 0,95 0,11 0,14 1,37 1.247.418 5.161.194 5.161.194 64.823.190 1.528.492 575.199 5.121.772 271.900 7.194.928 5.371.378 33.818.027 105.594 379.840 1.906.126 8.549.934 87.954.780 177.009.418 888.876.000 % s/ RL 2005 corporate social responsibility report E) ENVIRONMENT 3.940.516 Actions in partnership with the public sector D) GOVERNMENT AND SOCIETY 32.602.615 438.994 Total donated in other actions Subtotal 2.424.694 regional development 3, 4 13.417.277 Total donated in social assistance 0,34 0,58 0,58 8,41 0,17 0,07 0,61 0,04 0,91 0,65 4,66 0,01 0,04 0,30 0,96 10,39 21,11 100,00 R$ 2006 Vision of Responsibility Total donated in economic and 3.305.854 Total donated in education 3 5.679.384 Subtotal C) COMMUNITY 5.679.384 Resources assigned to the Subscriber Club B) CONSUMERS 1.691.567 Other 659.570 8.929.701 Health Care Life Insurance 6.327.160 Private Pension 135.475 Culture, Sports, and Leisure 45.643.209 433.351 Day care centers or Child care grants Profit sharing program 2.957.657 Development and Education Qualification, Professional Meals A) STAFF 9.358.036 206.807.369 GROSS PAYROLL (excluding social taxes) 979.750.000 2 NET INCOME R$ % s/ RL 2007 RBS Communications, Subsidiaries and Associate companies Sustainability Consolidated Statement of Grupo RBS 8 9 In-house Community G rupo RBS’s collaborators have always been invited to act as partners in a number of projects, ranging from personal and professional development to the use of new technology. Along the 50-year celebrations, the company enjoyed intense participation of its staff, whose triumphs were highlighted in the history of the Group. Its 2007 year-end campaign, protagonized by 1.7 thousand collaborators, marks the completion of actions towards its Jubilee, and is one instance of such participation. 5.798 Is the total number of collaborators at Grupo RBS In the afternoon of November 21, 2007 , 1.7 thousand collaborators joined the shooting of the campaign named Gratitude at a club in the outskirts of Porto Alegre. Everyone should wear a plain white T-shirt or shirt, and a pair of jeans, and just let themselves be carried through the 50-year ( pp.12) trajectory of challenges and triumphs. The joy of saying thank you to all readers, listeners, and 12 In-house Community corporate social responsibility report 2007 grupo RBS 13 Exhibition "On Air - 50 Years of Life" Porto Alegre, for whom a welcoming infrastructure, including accommodation and transport, was prepared. They came from five states and the Federal District for the event. During the morning they visited the exhibition “On Air- 50 Years of Life”. In the evening, a great and cheerful party was organized in a special venue with about 4 thousand people wearing a T-shirt that was specially designed to celebrate the company’s Jubilee. There were raffles and several homage were paid to RBS’s communicators. A book with messages written by almost all viewers, who have intensely trusted the work they of the staff was given to the company’s President, “I like very much to work for Grupo RBS, developed, was infectious. The 60-second movie, and the partiers enjoyed an exclusive gig by the where I’ve been working for 6 years. If we do aired on December 8 during Jornal do Almoço by Jota Quest band. our work as well as possible, they also RBS T V, reached all communities of Rio Grande do their part. The company pays on the do Sul and Santa Catarina, whose bonds with the expected day, provides healthcare assistance. I also find the confraternization parties very nice. Employees usually attend company are getting increasingly stronger. for 10, 15, 20,25,30,35,40 and 45 years. In 2007 the event took place on December 6, integrating the Special events calendar of the company’s Jubilee. Actions aimed specially at RBS’s collabora- In that event, 229 collaborators were distin- That brotherly atmosphere was present along tors have turned into traditional events and are guished. Jayme Sirotsky protagonized one of the important moments of the 50-year celebrations of awaited with great expectations. Among them is most touching moments of the night when he Grupo RBS. The new company logo was first shown the annual Jubilee Party that pays homage to the received ovation for 45 years of dedication to the them. There was one we could take our to its collaborators during a videoconference on employees who have been working in the company organization. Special distinctions were given to children, and they received gifts. It was July 27; during that session, the Executive Commit- really nice”. tee shared information about the coming celebrations, the actions and campaigns that would mark Amilton Machado Newsboy with Diario Catarinense the company’s Jubilee. On August 30, the Executive Committee introduced to the Group’s staff the Exhibition “On Air – 50 Years of Life” directly from the show venue. Only RBS's Jubilee Party at FIERGS after that it was officially inaugurated and opened to the public on September 1. On August 31, the day the company became 50 years old, all of the 5.8 thousand collaborators of Grupo RBS received a gift kit containing an individual cake, a button allusive to the date, and a card signed by the President Nelson Sirotsky, and by the Chairman Jayme Sirotsky. All company’s units were adorned with banners, balloons, totems and mobiles. We took advantage of hoding the 4th edition of the RBS Meeting of Journalism on September 8th to promote the largest gathering of collaborators in Celebration of the Jubilated Collaborators 14 In-house Community corporate social responsibility report 2007 grupo RBS 15 ees’ rate was of 6.33%. The number of women working at the various units of Group keeps growing, reflecting a work marketplace trend, in which women have invariNoelly Bonifácio Borges, 45 years with RBS, Anto- distributed ably conquered their space, not only as low rank nio Francisco Pederneiras (40), Helvio Schneider monthly to all collaborators along with their pay employees, but also in management posts. In 2007, (35), Lirio Scaranto (35 ) and Luiz Carlos Pradier slips, women accounted for 42.19% of the total number of Burkert (35). website carries audio, photo, and video content The Family Day is another much expected event when the company opens its doors to welcome the The Letter of the President, gained an electronic version in 2007. The about campaigns and events aimed at companies and employees. staff’s families so that they can get to know the employees’ work environment and co-workers. In Growth and Profile addition, a confraternization party is organized for By the end of its Jubilee year, Grupo RBS the staff’s children, who receive a gift kit. In 2007, employed 5,798 people. This number represents an 3.5 thousand kits were distributed. increment of 4.28% over the previous year. When Another tradition at Group is the Christmas compared to 2005, the workforce jumped up by Gift, seeking to establish tighter bonds between the 27.8%. Such a growth reflects the company’s busi- company and its collaborators. Last year 6.4 thou- ness expansion, specially in print and electronic sand kits were given away. newspaper. The paper A Notícia, headquartered in For five decades, the company has sought the improvement of tools that could enhance communication with its in-house community. Among them, the RBS Window, My RBS , and the President Letter. The RBS Window , comprised of notice boards SC, incorporated into the group by the end of 2006, is an example of such an entrepreneurial policy. Grupo RBS’s staff turnover has remained flat at 23%. In addition, the collaborators’ value policy has endured. In 2007, the internally transferred employ- which are placed strategically in all company’s units, carries updated information. My RBS, the Growth in the number of employees compared to the previous year 2007 4,28% 2006 22,57% 2005 0,64% Staff turnover 2007 23,66% 2006 23,03% 2005 21,53% Group’s intranet, gathers useful information for the company’s daily activities, such as extension numbers and directory, as well as documents and Internally transferred employees’ rate guides. 2007 6,33% 2006 8,16% 2005 6,64% Number of employees 2007 5.798 2006 5.560 2005 4.536 collaborators. Specifically in management posts, women’s presence reached 26.10%. In directorship posts, they were represented by 12.90%. Collaborator’s Recognition Within Grupo RBS, the average wage has grown significantly. In 2007, it was of R$2,009.89, a 16 In-house Community corporate social responsibility report 2007 17 grupo RBS Diversity in work environment Participation of people with special needs compared with total staff 2007 Employment time at rbs Education 1,45% Over 20 years Up to 4th grade 0,76% 2006 1,80% Percentage of women's average monthly wages From 5th to 8th grade compared with to those of men in management 2005 1,04% Participation of people 45+ compared with total staff 7,74% College 2007 91,36% 2006 86,19% degree 76,35% College 11 - 20 High School 7,54% Less than years a year incomplete 14,83% 26,82% 31,91% 2005 4,42% 6 - 10 High School 25,23% 24,44% 15,73% years 40,58% incomplete 2007 14,83% 1 - 5 years 2006 13,98% 2005 13,21% Participation of women in Directorship positions 2007 12,90% 2006 10,34% 2005 7,69% Participation of women compared with total staff raise of 9.8% compared to the previous year. Such company’s results with its staff. As from 2003, the improvement in wages, and the increase in total potential gain of employees has risen from two to staff has reflected onto the growth of the total three monthly salaries. In 2007, 76.48% of the RBS’s amount distributed by the Profit Sharing Program staff was benefited by the program. (PPR). R$45.6 million in 2007, against R$33.8 million in 2006, an increase of 35%. PPR has come into 2007 42,19% 2006 40,80% 2005 39,55% Percentage of women's average monthly wages compared with those of men in directorship 2007 80% 2006 130% 2005 181% Participation of women in management positions 2007 26,10% 2006 25,96% 2005 30,43% R$ 45,6 milhões existence over 10 years ago at Grupo RBS, and it Was the total amount has been adjusted in order to better share the distributed in the PPR, in 2007 18 Average monthly salary 2007 R$ 2.010 2006 R$ 1.830 In-house Community corporate social responsibility report 2007 grupo RBS 19 Remuneration in 2007 Over 20 minimum salaries 3,05% 4,50% * Up to 1 minimum salary 10 – 20 minimum salaries 1–2 7,36% 23,46% 2005 R$ 1.626 19,11% minimum salaries 5 – 10 minimum 20,82% at personal and professional development of 23,53% 2–3 minimum 3–5 salaries minimum salaries R$ 45.643.209 R$ 33.818.027 2005 R$ 30.559.294 employees’ qualification added nearly R$3 million, a significative increase of 55.2% over the previous year. The increment of 24.1% is also noteworthy in the volume of resources invested in health care, thus resulting in an overall investment of R$9 mil- * Employees who work less than 40 hours/week 2006 its employees. In 2007, the resources invested in 21,63% distributed among staff 2007 Grupo RBS’s staff have always deserved the company’s cognizance, which triggers ongoing planning and actions that result in efforts aimed salaries Participation in the profits Qualification and well-being lion. As for Qualification, Development, and Formal Education areas, one tool that has achieved good Percentage of employees benefited by ppr 2007 76% 2006 78% 2005 83% results is the Learning Space, a learning man- may last five, ten, or fifteeen minutes, Mondays agement software broadly known as LMS, which through Fridays, in the work spaces with a mas- enables for courses online and student-teacher sage-at-work session once a week. interaction, manages users’ training history, makes Always attentive to health care issues of its available space for knowledge sharing, and allows staff, in 2007 Grupo RBS once more encouraged its the monitoring of the students’ evolution by man- collaborators to participate in the 24th edition of agers. The program started in November,2006, and the Porto Alegre Marathon. Sixty RBS’s collabora- has been adding new learning modules ever since. tors held an early involvement with the marathon Concerning health, Grupo RBS remains atten- when they started their physical training. The tive to processes leading to the improvement of the training was led by a sports consulting group so Employee Health Care Center (C AF). The program that the participants would be properly guided has developed in such a way that it took the role of a Health Care Plan, and now offers first-class Remuneration 2007 2006 2005 care to the company’s staff and to their families. The Smart System is a hightlight which prizes the Ratio of the gross average salary Physician-Patient relationship, and is provided at of the 20% best paid collaborators no cost to the staff. and the 20% worst paid collaborators 11,62 11,31 10,53 C AF is also in charge of the Ergonomic Exercise Program, which in 1994 reached only some divi- Ratio of the largest and the smallest gross salary sions of the company, but has gradually expanded 137 140 152 and now about 50% of the staff joins the exercises sessions. The aim is to prevent Work-related Mus- Ratio of the lowest salary in the company and the national minimum salary culoskeletal Disorders, to curb stress, to reduce 100% 100% 100% muscle fatigue, and to boost staff’s readiness and productivity. The program also provides for more integration in the work environment. The sessions 20 In-house Community corporate social responsibility report 2007 grupo RBS 21 a bus when she was selling Zero Hora newspaper on Cristiano Fischer Ave., in Porto Alegre. Evandro, 33, after having finished a videotaping for RBS T V Chapecó, helped to rescue victims of a bus accident on BR 282 by using his camera to R$ according to their physical capabilities and health status. A jersey with the company logo was pro- 6,3 million provide some light, when he was run over by a truck were assigned to RBS Prev the families of both employees, and reinforced to Gilberto Leal out of control. RBS has given proper assistance to vided for the marathon. Zero Hora’s Carlos Oliveira won it in the wheelchair category, and established Journalist, Zero Hora The family’s support its staff the importance of respecting safety meaIn 2007, Grupo RBS received nine work notices, sures in order to avoid the fatalities occurrence. The disquieted political scenario of the late 60s and mid- compared to ten in 2006. However, the number of 70s shook up Brazil, boosted fights against repression and for Regarding Private Pension, RBS Prev maintains work claims plunged from 254 in 2006 to 197 in freedom, for censorship overcome, in order to deliver accurate its aims. The pension program was conceived so 2007. Strikes or work stoppage have not been regis- that staff may plan retirement untroubled. Both tered for over a year. the best time in the competition. employees and the company deposit a monthly Grupo RBS is invariably heedful of legislation amount in the fund , observing the caps estab- and regulations on occupational safety and health lished by the Social Security legislation. In 2007, care. However, in 2007 two serious accidents about R$6.3 million were assigned to the program, resulted in the deaths of two employees: the news corresponding to an increase of 17.8% over the vendor Zaida Gonçalves Wrage, and the camera- amount invested in the previous year.. man Evandro Luiz Train. Zaida, 29, was run over by Occupational Health and Safety information to the Gauchos. It was such reality that I found at 2007 2006 2005 86 78 58 15,57 13,64 8,76 1,61 0,36 1,16 ment, the harmony, and the comradeship have remained the that resulted in 2007 2006 2005 Health care 8.929.701 7.194.928 6.887.572 Meals 9.358.036 8.549.934 7.314.976 Private Pension 6.327.160 5.371.378 4.952.188 348.223 271.900 235.937 2.957.657 1.906.126 1.753.664 510 343 387 Culture, Sports, and Leisure 135.475 105.594 101.200 Child Care Centers or Child Care 433.351 379.840 351.908 5.936.925 5.121.772 4.853.399 659.570 575.199 517.207 1.691.567 1.528.492 1.039.688 Occupational Health and Safety Qualification, Development and Education Qualification, Development and Education per employee Transport Life Insurance Other temporary disablement 86,05% 85,90% 65,50% RBS’s Jubilee was not different. The family has grown, new that resulted in 0% 0% 0% To those who have spent most of their time in the news- that did not result 13,95% 14,10% 34,50% 1,16% 0% 0% was exactly in my co-workers that I found the support, and the solidarity to face one of the hardest periods of my life. Victim Days away from work of an almost deadly holdup, it was thanks to the messages and due to accidents/ occupational diseases rooms of Grupo RBS for 39 years as I have myself, it is the extension of their own home. And, along with my family, it Percentage of casualties fellows have arrived, but the concepts of professional respect, personal friendship, and solidarity have remained unchanged. Percentage of accidents in disablement same since the early times, when everyone knew each other, and the yearend gatherings seemed like a family reunion. The Percentage of accidents permanent disablement The conglomerate has grown, and today it employs over 5 thousand professionals. However, the shared work environ- Percentage of accidents Investiments in staff (R$) Grande do Sul, and Santa Catarina to turn itself into one of the leading communications groups in Brazil. Accident Severity Rate political and economic issues were overcome in stages, and Grupo RBS started its move towards the countryside of Rio Accident Frequency Rate also for the economy of the country which, in the aftermath of the ‘Brazilian Miracle’, declared moratorium. Eventually, the Number of occupational accidents TV Gaucha, and later at Zero Hora. It was a burdensome period 2.885 2.041 7.718 kindness that I received from my peers that I could overcome all the hardship, and recover faster than my astounded doctors expected, consequently leading me back to daily activities with my indubitable brothers. An outcome which seemed so distant and that little by little became a daily event again. Customers G rupo RBS has constantly aimed at creating and In 2007, the resources assigned to the Subscriber enhancing various customer relationship chan- Club reached R$5.7 million, an increase of 10% over the nels in order to tighten bonds and enable the company previous year. In 2006, the investment amounted to to be more present in the communities in which it oper- R$5.2 million. Compared to 2005, the increase was even ates. One of such tools is the Subscriber larger in 2007: 28.4%. In that year, the total resources Club, a loyalty program that provides invested was of R$4.4 million. The number of people RBS’s newspaper subscribers with ame- benefited by this program has remained above 100 nities to shows, performances, theater thousand over the last years. The number of events plays, and other cultural events. afforded by the program in 2007 reached 84. Among other relationship channels developed by 5,7 million the company are the formal visits to distinct units of were invested in the in, nearly doubling the volume of the previous year, Subscriber Club loyalty program when 10,487 people visited the company. One of the R$ Grupo RBS. In 2007, as many as 20,044 visitors signed most visited places is Espaço RBS, inaugurated on March 31, 2005, to provide visitors with displays of the company’s most significant historic moments, and to Resources forwarded to the customer loyalty program point up the mission, values, business units, as well as the cultural and social activities held by the company. 2007 R$ 5.679.384 2006 R$ 5.161.193 2005 R$ 4.424.715 Located at the company´s headquarters, Espaço RBS is open to the general public. Over 20 thousand People visited Grupo RBS’s units Number of beneficiaries of the Loyalty Program Both the Subscribers’ Club and the formal visitations are regarded as means to value Grupo RBS’s 2007 107.631 2006 122.845 2005 81.280 public. Additionaly, the company develops devices to enable the participation of readers, listeners, viewers and internauts in spaces open for opinions, production of editorial content, and suggestion for improvement. In 2007, 5,618 users had their voice published in the Reader’s Word section of Zero Hora newspaper. Moreover, 176 stories were developed based on suggestions provided by readers, and 591 photos by readers were published. 24 corporate social responsibility report 2007 grupo RBS 25 World Advertising Festival of Gramado Valued Relationship video in which several advertising people participated. Grupo RBS develops relationship programs tar- The Week ended with a gig by Papas da Língua band, in geted towards ad agencies, and advertisers in order Customers MaxiMídia 2007 Moinhos de Vento Park in the capital city. to settle closer bonds with them. Thus, once again the company was present at the MaxMidia by sponsoring the MaxiMidia 2007 Award, an acknowledgement for 36,6 thousand the best ideas, strategies, and the most creative media votes were counted in the category solutions. MaxiMidia 17th edition took place October popular choice of the Literary Fact Award 2 - 7, in Sao Paulo, along with an International Marketing and Communications Forum, and a business fair. Still targeting the advertising market, Grupo RBS During that event, RBS presented its units, products, has been constantly present at the Festival Mundial and business opportunities to advertisers and adver- de Publicidade de Gramado, which took place June tising agencies. 13 – 15 this year. A 150m² booth resembling the shape The 2007 edition of the Advertising Week, which is of an arena, and a gigantic toboggan-like sofa were promoted by Associação Riograndense de Propaganda assembled so that the event´s participants could (ARP) from November 5 thru 10, in Porto Alegre, is another follow the local programming. There, radio and example of the relationship programs developed by the TV shows were recorded, aimed specifically at the tural events, it was the case of the 53rd Book Fair of ing a multimedia studio in order to assign priority to company. Consolidating a successful partnership with youngsters and college students. A cyber lounge was Porto Alegre October 26 - November 11, and the Jor- the event’s programme, blending local shows with the advertising market of Rio Grande do Sul, Grupo RBS also built, making computers with internet access nada de Literatura de Passo Fundo, which took place the regional ones. Interviews and debates address- resumed its participation in the Advertising Dinner, the available to the public. The last day of the Festival August 27 thru 31. At the Book Fair, a booth was built ing the state and national cultures took place. Rep- major event of that Week, when the main awards of Salão was marked by Nizan Guanaes’s speech,who was to operate as a radio and tv studio, and to show visi- resenting the company, the Chairman of Grupo RBS, da Propaganda are disclosed. That edition gathered over brought by Grupo RBS specially for that event. Media tors how a communications company works. In 2007, Mr. Jayme Sirotsky, paid homage to the University of 700 people in the Leopoldina Juvenil’s ballrooms. During trends and and the role of technology in our daily life once more RBS promoted the Literary Fact Award in Passo Fundo (UPF) and their City Hall. the event, ARP paid homage to the 50th Anniversary of were the topics developed by Guanaes in his lecture. partnership with the state government, and Banrisul. Grupo RBS by conferring on the CEO Nelson Sirotsky a Grupo RBS has been actively participant in cul- During that award’s 5th edition, the project “Reading at Home”, developed by Picada Café municipal- Semana da Propaganda Prêmio Fato Literário ity won Popular Vote category whereas the project “Grupo RBS’s success essentially rests on “Children Literature and Pediatrics Medicine”, of Sao the bonds it developed with customers, who Lucas Hospital - PUCRS, and the writer Sergio Faraco have helped it daily to build this fantastic were awarded in the Official Jury category. “Reading history. Every day, we are gratified to at Home”, with 65% of the 36,561 votes, keeps five bags deliver a lot of information and services loaded with books on the move through the streets along with the emotion of giving shelter of Picada Café, moving from door to door, affording to people more contact with literature. The project developed by the pediatrics wing of Sao Lucas hospital provides the little patients with storytelling per- to and commiting to meet the demands of our customers. It is with such a readiness that we want to surprise, attract, and and formed by language undergraduate students. For the win loyalty by valuing people through a first time, the Official Jury award decided to share a vigorous mission.” prize between an individual talent and a project. As for Jornada de Literatura de Passo Fundo, Grupo RBS invested in an original initiative by build- Cassia Velozo Zero Hora Services and Post-sales Supervisor Government and Society I n 50 years of operations, Grupo RBS has met its In 2007, the total taxes generated by Grupo RBS obligations as established by the tax legislation. resulted in a 15.8% increase over the previous year. One In 2007, the company generated about R$102 million of the most conducive items was the Income Tax upon in taxes. Partnerships with the public sector enabled Profit. In 2007, about R$35.3 million were forwarded to RBS to contribute to social, cultural, and economic that federal tax, i.e., 34.7% of total taxes paid by the development of society by the means of media dona- company. Compared with 2006, the growth was signifi- tion, investment in actions and projects aimed at the cative: 65.7%. public interest. In 2007, the amount allocated was The volume of resources forwarded to COFINS - of R$ 3,940,516, out of which, 80% in donated media, Contribution to Fund Social Insurance – was above 30% and 20% in financial resources obtained through of the total paid or nearly R$33.9 million. There was an fiscal incentives. increase of 11.2% compared to 2006.. R$ 102 million was the approximate amount generated in taxes by Grupo RBS Total in Taxes 2007 R$ 101.817.172 2006 R$ 87.954.780 2005 R$ 79.464.699 Total in Resources Invested * 2007 R$ 3.940.516 2006 R$ 1.432.833 2005 R$ 1.315.642 * Resources allocated to actions and projects of public interest in partnership with the public sector through media donation, and financial resources 28 Government and Society corporate social responsibility report Temas Abordados Taxes generated in 2007 PIS R$ 6.389.125,60 Income Tax on Profit 9,98 9,98% R$ 35.335.021,65 Social Contribution on Profit Community and Company R$ 17.194.702,66 Other taxes Culture 14,03% The three verbs Topics of interest R$ 101.817.171,94 Editorial production in the outlets operated by Grupo RBS invariably takes into account topics Health Care 16,64% 18,72% Public Power 17,17% of public interest, contributing to the analysis and however, far-reaching freedom is granted nearly 66.1 thousand stories were published and delivered by the company’s media outlets. Cul- equivalent. The ethical virtues of Grupo ture held a substantial share among all publica- RBS come from within. I am very familiar 2006 with that. In 30 years I have worked across Environment about the public sector were also addressed with nearly 12.4 thousand stories. Education totalized 16,89% 11.3 thousand. Health care, 11 thousand, Commu34,70% 7,18% PIS 6,28% CPMF Income Tax on Profit Health Care nity and Company, 9.3 thousand, and Environment, several areas of journalism at RBS, and in none of them have I detected censorship. 10,15% Education 23,65% 14,46% 6.6 thousand. Freedom, blended with trust, makes us happy; on the other hand, it makes us seriously responsible. Freedom leads to accountability, which in turn, leads to ethics. Public Power 1,67% Other taxes to journalists, their accountability is Education tions, amounting to 15.5 thousand stories. Topics 33,28% It is quite enticing to do journalism guerrilla when either internal or external censorship is heavy-handed. When, discussion of the most varied matters. In 2007, COFINS Luiz Carlos Prates 23,46% R$ 1.704.639,21 Total 29 Environment R$ 33.879.965,17 CPMF grupo RBS Columnist, Diario Catarinense, RBS TV Florianopolis, and CBN/ Diario Florianopolis radio station 2007 R$ 7.313.717,65 COFINS Social Contribution on Profit 2007 “RBS’s belief is that journalism must be 14,71% 18,77% By resting on these three virtues, Grupo RBS Community and Company 18,26% exercised as a means to cause positive Culture to compare the social development of it operates. Either as an investigative communities before and after the arrival report, shedding light on shadowed of RBS. The populations reached by the 2005 areas, or as a musical event broadcast, company have already got used to utter Environment providing thousands of people with 8,32% 26,52% the same question when a need for support Education Culture audiences’ expectations, and to reflect its Inform, form, and help are the three verbs that the company conjugates best. This is a dignifying life.” 14,17% Zero Hora’s Newsroom Director arises. Do you think RBS will help us? The answer has invariably been yes, it helps. 11,49% own expectations for a better and more Marcelo Rech all localities it either traverses or sets up operational bases. It is extremely gratifying impact on the communities in which leisure, RBS’s action is driven to meet its has extended its arms of fraternity across 23,78% Public Power Health Care 15,72% Community and Company blessing for its internal fellows, and external friends. Environment T he concern with environmental preservation, and the commitment to prompting and adopting practices aimed at sustainable development have been around since the inception of Grupo RBS. In 2007, by reaffirming such an attitude, the company made a point of improving its internal processes with respect to environmental issues, and promoted initiatives including the adoption of the carbon-free stamp in events such as “Donna Investment to minimize rbs’s footprint in the environment 2007 R$ 769.053 2006 R$ 45.385 2005 R$ 41.048 Fashion Iguatemi 2007”, and the Exhibition “On Air – 50 Years of Life”. * R$ 769.053 The actions developed from the management adopted by Grupo RBS reflect the substantial growth of was the total amount invested investments to minimize footprint in the environment, by Grupo RBS in 2007 to minimize thus directly resulting in waste generation neutral- its footprint in the environment. ization: nearly R$ 81.5 thousand, corresponding to an increase of 79.5% in 2007 over the previous year. Part of "The environment management system of A Noticia newspaper was set out in 1999, such increment is due to R$5 thousand invested in Zero Hora newspaper to have its well in compliance with the environmental legislation. leveraged by the launch of the “AN Green” supplement. In 2002, the company was certified by ISO 14001, a certification on environmental performance. Since then, several actions have been implemented. One of the most significant deeds, besides investments to track and treat environmental aspects generated by the company’s activities, is the contribution to environmental education intended to children and teenagers during visitations to schools in communities." Alceu Lopes Coordinator of the Environment Management System of A Noticia newspaper * The processes of gathering and consolidating data on the Environment had their criteria changed by Grupo RBS, thus justifying the significant difference of investments made between the years 2006 and 2007. 32 Environment Destination of waste Recycled (ton) Reused (ton) Incinerated (kg) Dropped in garbage dumps Additional R$7 thousand were forwarded to Pioneiro enable etching onto the offset plate without the need for newspaper in order to meet the increased production, lithograph, resulting in reduction of industrial effluents, specially in the number of color pages, which eventually and chemicals. The investment was of R$570 thousand. corporate social responsibility report 2007 grupo RBS 2007 2006 2005 6.298,51 4.891,6 4.809,79 106,66 101,44 121,37 150 0 0 28,40 Carbon Awareness 21,32 33 15,49 calculate the number of stems to be planted, it was pro- The objective of neutralizing carbon emission jected the consumption of electrical power, water, and onto the atmosphere by contributing for the dissemi- other aspects of Donna Fashion that would affect the generated more waste, thus demanding a response on Another example is found in the new Effluent Treat- nation and the awareness of an issue that affects environment balance, which eventually resulted in the the part of the company. Another highlight was the R$15 ment Plant at A Noticia newspaper regarding industrial the whole world has caused Grupo RBS to adhere to planting of 346 trees. thousand invested in A Noticia newspaper, the unit incor- and sanitary waste. R$110 thousand were assigned to the Carbon Free Stamp. In Rio Grande do Sul, the first Another significant event organized in 2007, which porated to RBS in late 2006. this project. As for Diario Catarinense’s printing plant, the event to be certified by the NGO Iniciativa Verde was received the Carbon Free Stamp, was the Exhibition mixed-vapor light lamps gave “Donna Fashion Iguatemi 2007”. Hence, every emis- “On Air – 50 Years of Life” of the Grupo RBS. RBS has aimed to decrease the amount of waste gen- place to the Super B4 fluores- sion of Greenhouse Effect Gases (GHE), specially the The City Hall of Porto Alegre had 527 stems of trees erated, and to increasingly turn it into recyclable, and cent ones, maximizing light carbon generated during the exhibition, must have donated – out of those, 477 were forwarded to the Sec- reusable. The 2007 indicators show that the amount of flow without increasing their effects neutralized by planting trees in the retaria Municipal do Meio Ambiente greenhouse, and recyclables grew by 28.8% over the previous year while energy consumption. Atlantic Forest and in the region of Porto Alegre. To 50 were planted on Edvaldo Pereira Paiva Ave. In addi- The environmental management adopted by Grupo the amount of reusables rose by 33.2%. Among the recy- tion, 954 stems were donated to be planted in the belt clables are: paper, aluminum, and dry trash. Only two system of the Atlantic Forest, in Sao Paulo. fines were received by the company for not complying with environmental regulations. A further goal is to put an end to the waste placed in landfills. To do so, one of the alternatives adopted in 2008 was the implementation of co-processing - operation which allows for part of the waste generated in the printing plant to be used to manufacture cement - leading to reprocessing of materials and, then, contributing to the preservation of the environment. 1,8 thousand stems of trees were planted in connection to the events In 2007, Grupo RBS carried out the instalation of two “Donna Fashion” and “On Air – 50 Years of Life”, new CTPs, one in the printing plant of Zero Hora news- both organized by Grupo RBS. paper, and another one in Pioneiro’s.. Such machines Socially Responsible Product G rupo RBS’s 50 years With the purpose to strengthen the duty assess and discuss issues of the company to pro- which are inherent to vide its readers, listeners, activities of journalism, viewers, and internauts such as processes aimed with at quality products reducing language and services. They also mistakes or the future of evince that at each new media as for new technol- project and new technol- ogies, Grupo RBS has held ogy adopted, the com- the RBS Meeting of Jour- pany was driven by its nalism since 2004. News- various and ever-growing room staff of the several audiences. company’s media gather Trusted by them, RBS has reaffirmed its commitment to the in this event to discuss topics that eventually lead to social, cultural, and economic development of the the improvement of their activities and work output. communities where it is present. In 2007, the event gathered nearly a thousand journalists who came from 27 cities of 5 states, and the Federal 4 edition th District, as well. The topic chosen was “The Future of Media, and Media of the Future”. of the RBS Journalism Award included the release of the “Ethics Guide, The international lecturers, Mr. Juan Antonio Giner, Quality and Social Responsibility”, 2nd edition, and Mr. Juan Señor, both of the Innovation International with an added chapter about Quality. Media Group, spoke about the importance of innova- 36 Socially Responsible Product corporate social responsibility report 2007 grupo RBS 37 The winners of the 4th RBS Journalism Award Executive Editor of the Internet & Innovation Unit of Grupo RBS Jayme Sirotsky Journalism Award Story: Violence Football Club Sérgio Lüdtke Awarded: Cid Martins, Fabio Almeida, and Jocimar Farina, reporters of Radio Gaucha Incubator of the Future I feel uneasy about the fate of words when we use them desultorily, and I feel as I lose them when they become banal. However, with the word ‘innovation’ it is different. This word sounds hollow if we do not attribute a specific meaning to it. And innovation is one of those words that sound vague most times we hear them or spot them. tion as a means to tackle the shifts in audiences’ inter- These principles are aimed at linking the com- est regarding the advance of society, and the evolution pany’s, as well as its professionals’ rights and of technology. duties, with the right that its audiences have to be When I got to know that the word innovation would be associated with the name of the area in which I work at Grupo RBS Journalism Award RBS, instead of fear, I felt undisguised pride. I realized that I During the event the 2nd edition of the “Guide of informed and entertained relying on social and edi- Case: Coverage of Internacional Soccer Club’s match was before the perfect alignment between the company’s Ethics, Quality and Social Responsibility” was released; torial accountability. Based on those principles, the at the finals of the FIFA Club World Cup in Japan strategy and my motivation for experimentation and inventi- its first edition had been published in 2004. Elaborated various units of the group are motivated to develop Awarded: Crew of RBS TV Porto Alegre veness. by the Editorial and the Product Committees with both processes and devices that enable quality imple- the Executive Committee, and the Board of Directors’s mentation and control. Case: Lifeguards’ Spree challenges to our framework, while conceding once and for all Awarded: Crew of RBS TV Florianopolis that our mission to help people communicate with their world Through such a baptism, RBS aggregated more ambitious approval, the body of ethical and editorial guidelines The 4th edition of the Meeting ended with the depict the outlook taken by Grupo RBS along these first disclosure of the winners of RBS Journalism Award. 50 years, and reinforce its engagement which, in turn, In 2007, the Award ceremony was different due to Case: Translation of the International Soccer Club’s drives its current and future, actions and plans. the celebration of the group’s Jubilee. The Work of hymn into Japanese technology. Here we work daily with probabilities of change, To make it clear to society that Grupo RBS seeks the Year received the Jayme Sirotsky Journalism Awarded: the team of clicRBS which demands a good command of technology systems. We standards of excellence in all of its contents, products, Award. Four other cases were also awarded out and services, the Guide has gained a specific chapter of 421 pieces of work enrolled from several media Case: ‘For your son to read’ section logy; we contemplate rational use of resources, and we can about Quality. Eight principles concerning excellence units: 162 were from Santa Catarina, and 259 from Awarded: the team of Zero Hora influence the problem solving process of other areas in the were set and must be observed by every collaborator: Rio Grande do Sul. definitely transits the internet. Our unit – Internet & Innovation – is linked umbilically to review products and processes with the support of techno- company. A good technology foundation, proper space and time - Commitment to the Audiences enable people to exercise their ability to refresh, recreate, and - Ethics question conventional formulas. Therefore we qualify as both - Editorial Independence an area in which new ideas have chance to materialize, and as - Transparency an incubator for new economic activities in the benefit of the - People Management company. - Processes, Planning, and Organization of Work Our biggest challenge of helping people communicate - Infrastructure with their world remains. Yet, every day we pursue new mea- - Innovation nings for the word innovation. 38 8 schools Socially Responsible Product corporate social responsibility report 2007 grupo RBS 39 Grupo RBS’s media vehicles are always heedful to the needs of the communities in which they oper- “Journalism is simply to reverberate what of the Metropolitan Porto Alegre ate, joining them in search for local improvement any community in the world, from a shanty are engaged in the project developed solutions. It was the case of the stories about Rota house to the President’s office, is exposing by Diario Gaucho do Sol (RS-486) published in Pioneiro newspaper. to us. However, accountable journalism is Rota do Sol shortens in about 100 km the route from the Mountains to the northern coast of Rio Grande do Sul, benefiting not only summer vacationers, but specially producers who seek better logistics for the to think the topic from its inception to its publication. Moreover, sometimes it is to look for a topic where only a few cab see it. catarinenses harbors. The mobilization of all society With all this comes the version of the facts, played a fundamental role so that the construction not two, but the largest possible number of of the road was not stopped at its last stage, despite it. Quality is technique, ethics and freedom. the financial hindrances faced by the state of Rio Talent is the mindset that justifies Gaucha Grande do Sul. The road traffic was finally open as Radio as the source of information.” from December 23, 2007. Bonds with Communities oped in 2007 by Diario Gaucho, along with 8 schools of Also an example community work is identified Cid Martins Journalist, Gaucha Radio The coverages and editorials developed by the the Metropolitan Porto Alegre. The 8 institutions were in “The Commandments Against Dengue Fever”, media vehicles of Grupo RBS seek to meet the needs picked out of a hundred enrollments. Each selected produced by Gaucha Radio AM. Several short pro- and interests of communities. The project “A Notícia school met with a newspaper team four times, when grams were created to disseminate information on in the School” is a result of a partnership between the they learned how to develop a newspaper. Next, each how to prevent the proliferation of the Aedes egypt , newspaper, educational institutions, and the public school built and published its own four-color page and motivate the population to combat the disease power. Integrating such programs is a supplement car- newspaper, which was inserted in Diario Gaucho. through prevention. . distributed and worked in the classroom. Employment in Santa Catarina” from a series of stories made in partnership with entities which rying works on a preset topic which is published once a month in A Notícia. Daily issues of the newspaper are RBS TV Florianopolis has drawn the “Map of RBS Multimedia Team at the Pan American Games 2007 are representative of the industry, commerce and service sectors. The aim was to identify various “A Notícia in the School” is now part of the world- possibilities for economic growth, and appoint the wide program “Newspaper and Education”, present in labor profile those sectors needed. The series also 98 countries, linked to the World Association of News- highlighted regional economic differences, and the papers. In Brazil, this program has been developed by importance of technical and university education. the Nacional Association of Newspapers since 1980. It is also important to point out the coverage Today it comprises 55 associated newspapers. The made by Grupo RBS’s vehicles of the TAM Flight 3054 benefits are many – vocabulary improvement, easier crash occurred on July 17, 2007. The aircraft took off self-expression, development of critical thinking, and from Porto Alegre to Sao Paulo, but it was unable incentive to cognizance of facts occurring all around to land on Congonhas runway, and crashed into the the world. TAM Express’s building. The tragedy registered 199 The project “A Notícia in the School” also qualifies casualties. Zero Hora newspaper depicted the pain teachers, develops support teaching material, provides which descended on the whole gaucho society, and the participating schools with follow-ups and project followed the hardships that the victims’ families assessment, and takes students do visit the paper’s and friends were undergoing, such as the identifi- newsroom. cation of the corpses, and the last goodbye.. Another project aimed at the classroom was devel- 40 Socially Responsible Product corporate social responsibility report 2007 grupo RBS 41 Major Awards won by Grupo RBS, its media vehicles, and professionals RBS ATLANTIDA RADIO I ASULPE Award (Agencia Sul of Research and Statistics)/ I Latin-American Award of Journalism in Cardiovascular I Social Responsibility Award by the Legislative I Destak 2007 of Caxias do Sul / FM Radio Better and Most Recalled Radio Health Care/ Best Interview – National: Assembly of RS/ Large Companies I Top of Mind 2007 – Amanhã Magazine / FM Radio I The Major Companies of the South – Expressão I Top of Mind University 2007 of Santa Maria/ FM Radio Magazine/ Sectorial Cases I Best Sales Customer Care – Casas Bahia: FARROUPILHA RADIO I Top of Mind 2007 – Amanhã Magazine/ AM Radio Eduardo Sirotsky Melzer and Team I ARI Journalism Award/ Special Contribution to Social Giovana Perine RURAL RADIO I Destaca Media Award / Veículo I APERGS Award (Association of Piquetes do Estado do RS) / I Destaca Media Award / Professional of Media Radio Management: Beth Silva Canal Rural I Destaca Media Award / Professional of Commercial Communications – Antonio Gonzalez Award GAUCHA RADIO I Columnists RS Award by Abracomp/ Electronic Operations: I Columnists of RS Award, of Abracomp/ Highlight I ABCR Award of Journalism / Radio: I COMPAHC ( Conselho Municipal de Patrimônio I DESTAQUES Trophy “The Plantation SNA 110 years” I Applause by the City Council of Florianopolis / Television: Cid Martins and Jackson Lagoas Media of the Year Histórico Cultural) Award / Merit to the Estate I Embrapa Award of Coverage / Radio: I 2007 Leaders & Winners Award / Entrepreneurial Success: I Incentive Highlight to Caprine Husbandry in RS / Press I SETCERGS Journalism Award / Radio: Nelson Sirotsky I Communications Media Award – Propaganda Magazine / Giane Guerra Giane Guerra and Jocimar Farina Cezar Freitas Sueli Isaura Camile Reis I Unimed Award of Journalism / Television: RBS TV Florianópolis Giovana Perine I Major Companies of the South – Expressão Magazine/ Special Homage I Excellence in Family Business Management, by Owner ITAPEMA RADIO Sectorial Cases / Bigger growth in Sales RBS TV Porto Alegre Managed Business Institute I Top of Marketing ADVB RS Award / Electronic Media I ICETRAN Award / Television: I ADB-RO Lidio Sahn Award – 5th FestCine Amazonia / Best Documentary: I Top of Mind 2007 – Amanhã Magazine / Company Adriana Krauss where people would like to work CBN Diário I Guga Kuerten Institute Award / Television: I Top of Mind 2007 – Amanhã Magazine/ Company I Merit Dakir Plidoro Medal, by the City which invests in culture Council of Florianopolis / Radio: I Latin-American Award of Journalism in Cardiovascular I 0ARI Journalism Award / Sports Coverage: Health Care / Best Story – International: Antônio Flores Dias Neto Social Responsibility Award 2007 Edmilson Ortiz Episódio “Tão longe, tão perto”, da série Antártida Renato Colares Matte Ricardo Von Dorff e Graça Vasques Leaders and Winners Award 2007 42 I Human Rights Award of Journalism/ Television: TVCOM RS I 14th Açorianos Award of Literature/ TV Highlight: Raul Costa Jr. e Equipe I Ministerio Publico of RS Award of Journalism/ TV: Giovani Grizotti, Cristiane Pastorini I Retailer Merit by the Confederação Nacional de e Guto Teixeira Dirigentes Logistas (ANDL)/ Newspaper per state I Press Award / TV Reporter of the Year: I Press Award / TV Commentator: I Andifes Award of Journalism/ Story: University Education: I Top of Mind 2007 – Amanhã Magazine: Top Plus I Top of Mind 2007 – Amanhã Magazine: TV Station I Docol/ Environment Ministry Journalism Award/ I Top of Mind 2007 – Amanhã Magazine: Local TV Professional – Newspaper: Communicator: I FIESC Journalism Award/ Coverage: Lasier Martins Viviane Bevilacqua Ângela Bastos I Top of Mind 2007 – Amanhã Magazine: Local TV Program: I Guga Kuerten Institute Award – Newspaper: Jornal do Almoço Ana Paula Cardoso I Amigo do Livro Trophy by Camara Rio-Grandense do Livro: I Olivio Lamas Award of Journalism/ Photographer: Alice Urbim Viviane Bevilacqua Hermes Bezerra RBS TV Uruguaiana I Destaca Media Award / Account Executive: I Journalism Merit 2007 by the Brazilian Association of Hereford and Braford/ Television: I Top of Marketing ADVB- SC / Newspaper Fábio Provinciatto Tiago Guedes Top of Marketing Award SC grupo RBS 43 Executive Editor, Zero Hora The Accuracy Army Top of Marketing Award ADVB RS On the other side of the line, the reporter or editor was already aware that he or she had only one question to ask: Since January Zero Hora and the other newspapers of Diário Catarinense Lasier Martins 2007 Ricardo Stefanelli A Notícia Jonas Campos corporate social responsibility report Café TVCOM Show Giovani Grizotti I Esso Journalism Award/ Video Journalism: Socially Responsible Product - Where did we make a mistake, Mr Kuhn? Grupo RBS follow a guide which is officially called “Manual The X-ray assembled by Mara, Clarice and João was fun- of Processes and Error Prevention”, but should be informally damental for ZH to align itself with the major newspapers of known as the Journal of Maras and Clarices or The Anthology the world, and develop a manual listing potential risks, alerts, of Eduardos, Pedros and Joões. essential tips, and best practices in order to avoid mistakes Each one of them, in their own way, and distinct jobs has in every section. Fruit of an effort started in 2004 by the jour- been listing mistakes, innacurate data, doubtful information, nalist Pedro Dias Lopes in the Economy section, the manual and specially, how and where the mistakes observed were is seen today as a holy artwork for those charged with born in the newspaper. Separate tasks with the sole objective delivering accurate information. To divulge the epistle, the to help the Newsroom to reinvigorate daily a principle which assistant editor Eduardo Loera was chosen in 2007 to go on is rooted in the RBS’s set of ideas: reliability. a pilgrimage across newsrooms with the mission to declare An assistant to the Center of Documentation and 2008 as “The year to prevent and Combat Mistakes”. Lorea Information (CDI), Clarice da Luz Rodrigues meticulously visited the eight newspapers of the group, but the moment inspects the newspaper, lists the daily corrections to mis- that was imprinted in his mind was the first one. takes, classifies each mistake by section, and asks people to - Still blushing and almost stuttering, having just explain how and why that mistake occurred, a fundamental finished my first presentation at the large newsroom of Zero compilation for the error prevention project. Clarice’s task Hora, I received a gratifying message: Larissa Magrisso, a is complemented by Mara Carvalho, the secretary to the newcomer in the Politics section, had already read the last Newsroom director, who attaches the original texts to the lesson of the guide, and excited, she was enrolling as a guinea corrections. This double ‘autopsy’ – note that even the listing pig in the training that eventually changed the way in which and categorization of mistakes are checked – has allowed ZH people are accepted to join ZH. Since last January, before set- to avoid benign tumors to become malignant. tling in the job, even before writing one single note, a novice A retired businessman, and voracious reader of ZH, reporter must walk through the sections which are deemed João Kuhn was, for a long period of his life, a shrewd hunter as having the biggest risk potential in relation to learning of mistakes in the newspaper. Every morning he savoured how to dribble pitfalls and avoid mistakes. his ZH from the front page to the back cover as a ritual. He Larissa was joining, then, the army of Maras, Clarices, used to say that reading filled him with delight, but when he Pedros and Eduardos, who fight against inaccuracy. The vehi- spotted a mistake, inaccuracy or doubtful information, he cles of Grupo RBS are not pretentious enough as to eradicate would call the Newsroom. As soon as his call was answered, mistakes, but they have been successful in reducing them. he would say his name and last name as a solemn business They increasingly identify with their readers, who are simbo- card, always in his charateristic hoarse voice: lized in the figure of Mr Kuhn, the passionate and attentive - This is João Kuhn. reader who left us last April 17. 44 Socially Responsible Product corporate social responsibility report 2007 grupo RBS 45 I Top of Mind – Expressão Magazine/ Newspaper Pioneiro I CNH Award of Economy Journalism / Press: I Massey Fergoson Award of Journalism / Photo-Journalism: Columnist: I Abraciclo Award of Journalism / Photo-Journalism: I CNT Award of Journalism 2007/ Blue Ribbon: I Press Award 2007 / Newspaper Reporter/ Supplement of the Year: Cacau Menezes Porthus Junior Rodrigo Müzell and Mauro Graeff Tadeu Vilani I Unimed Award / Press Journalism: I AMB Award of Journalism – Associação Brasileira de Magistrados/ South Region: I Human Rights Award of Journalism / Chronicle: I Press Award 2007 / Cartoonist / Graphic Artist of the Viviane Bevilacqua Hora de Santa Catarina I Applause by the City Council of Florianopolis / Felipe Boff Rodrigo Cavalheiro Mário Marcos de Souza Humberto Trezzi I Top Human Being / Press: I Journalism Award by the “Liquida Porto Alegre” / Year: Press Media: I Press Award 2007 / Newspaper Columnist / Supplement Martha Caus Newspaper: Isabel Marchezan Marco Aurélio Zero Hora I Prêmio de Jornalismo do Ministério Público do RS / of the Year: I The Major Companies of the South – Expressão Imprensa: Magazine/ Sector Cases/ Largest Sales Cid Martins, Cleber Bertoncello, I Sindicovi Recognition Award / Fenabrave / Economy I Journalism Merit Hereford and Braford/ Press Jocimar Farina, Leandro Fontoura, Press: Jornal de Santa Catarina Diploma: Vânia Espeiorin and Marielise Ferreira I Culture Friends, of the Cultural Foundation of Blumenau I Journalism Award by the Public Ministry of RS/ Press: I SETCERGS Award of Journalism / Blue Ribbon: Ângela Bastos I Guga Kuerten Institute Award / Photo-Journalism: Maurício Vieira Adriana Langon Paulo Sant’Ana Isabel Marchezan / Newspaper I AGERGS Award – Banrisul of Journalism / News story: I The Best Ones – Sindicato de Hotéis, Restaurantes, I Investor Education Press Award, by BM&F / National I SETCERGS Award of Journalism / Photography: Bares, e similares of Blumenau and surrounding region I ARI Award of Journalism / Sports Coverage: Press Media: / Highlights: I Top of Marketing Award ADVB RS/ Entertainment Coluna Informe Econômico Jaisson Valim e Equipe Diogo Olivier Mello Adriana Franciosi Marçal Alves Leite Rodrigo Cavalheiro Emílio Pedroso I ARI Award of Journalism / Chronicle: I Embratel Press Award / South Region: I Top of Mind 2007 – Amanhã Magazine / Newspaper I Top of Mind 2007 – Amanhã Magazine / Newspaper Moisés dos Santos Mendes Letícia Duarte Diário Gaúcho I ARI Award of Journalism/ Economy News- Banrisul I Massey Ferguson Award of Journalism / Newspaper: Columnist: I ARI Journalism Award/ News: Award: Renato Nunes Dornelles Carlos Etchichury and Nilson Mariano Paulo Sant’Ana Lúcia Ritzel ARI Journalism Award EMBRATEL Press Award Entrevista: Pedro Parente, COO of Grupo RBS 46 Socially Responsible Product corporate social responsibility report 2007 grupo RBS 47 “We are living a fascinating moment of challenges for communications companies” RRSC –What are the trends for a communications business such as Grupo RBS? Sustainability, commitment to future generations, because this is what environmental issues are about PP – There is a trend connected to technology, and and worldwide trends in communications are the – then we must take regard to it. Sustainability also another one connected to the behavior of our cus- topics approached by the COO of Grupo RBS, Pedro traverses other issues similarly important in the very tomers themselves. As for technology, it is clear that Parente, in an interview for the Corporate Social relationship with the community. it is connected to the use of computers, internet, on- Responsibility. line, wireless. This is an irreversible trend, and conseRRSC – What other issues would be those you men- quently, the convergence of communications media. Corporate Social Responsibility Report – After the tioned before? In a short time it will be hard to tell a newspaper and celebration of the first 50 years of Grupo RBS, what PP – If we are not capable of defending the interests a television station apart, since everyone is head- can we predict for the future of the company? of the various communities in which we are engaged, ing to the internet, everyone is making use of videos, Pedro Parente – Some things change, and others do we will not achieve sustainable work. In order to our of multimedia. The other trend, and much more not. There are values which have been present at RBS work to be enduring, hence, sustainable, we need to significant, is known as “consumer in command”. since its foundation, and these do not change. The con- be attentive not only to the environment, but also to Interactivity has been growing, content generation cept of producing quality products.The commitment having a clear notion of our role in society, because by consumers has increased a good deal. It is a very to society.The vision of unbiased press, of an indepen- the social role of a media business is different from interesting moment, really fascinating, and repre- dent press. These are the permanent values. What that of another company; it is much broader. sentative of considerable challenges for established changes is that the media industry as a whole is facing communications businesses. challenges that prevent us to tell what will happen in RRSC – Does a media company also have the role to the next five years. I think that it is a matter of survival be a mouthpiece for the community? RRSC – This trend also mirrors the importance of for Grupo RBS, to be able to travel new paths, to follow PP – Absolutely. And it is committed to citizenship, in closeness between the company and the commu- their main customers, their internauts, readers, view- the sense of informing, delivering unbiased informa- ers, and listeners. These customers are changing their tion, informing thoroughly, revealing all sides of a ment is professionalized, maintaining that passion, PP – We are aware that in this new world, reliabil- habits. And we must grasp what kind of change it is, given matter, not disregarding any aspect of it. The that pride and engagement on the part of the staff ity is grounded not at the level of the newspaper, for and where it heads, for we must be with them. There- responsibility ascribed to a media company is very becomes more intricate. And we must keep it. instance, but at the level of the brand. In the case of fore, these are important changes, fundamental chal- different from that of a factory, with no demerit to lenges. And we are very enthusiastic amid a process factories, but it is more complex. ZH, our reader or our internaut today or tomorrow RRSC – Is it within such a vision that programmes knows that ZH’s content is reliable, they can trust like the Participation in the Company’s Results what is published, and concurrently, they are able RRSC – Within such a framework of social respon- (PPR), and those in relation to personal develop- to challenge the trust they deposit on such content of strategic vision, working to keep on rendering our services to our customers. nity in which it is engaged, doesn’t it? sibility the issue of the in-house community is also ment, among others, were improved? to other pieces of content available on the internet, RRSC – How has the concept of sustainability been relevant, that is, to have a look inside the company, PP – Certainly. And one of the ways in which we show but which have no value in the light of truth, mostly worked up within Grupo RBS, specially regarding isn’t it? our new interest in providing our staff with profes- because the internet accepts anything. Therefore, environmental issues? PP – We cannot work only at the level of discourse. And sional development does not lie solely in the several the brand, the relationship with the community, and PP – This is a crucial matter. But we understand that we must start to practise what we say with those who offers of courses, but also in the internal transfers the trust that such a relationship generates to our sustainability goes beyond a concern for the environ- are closer to us, our collaborators. We must keep that when new opportunities arise within the company. brand is paramount. ment. This regard for environmental issues exists due long-lived vision, which is the joy, the satisfaction, the Our internally transferred employees’ rate is good, to our commitment to community. If the environment pride to belong in Grupo RBS. Despite the company’s and this is a very interesting fact. So, when an oppor- RRSC – Do all those issues reinforce the commit- is, as it really is, so important to our generation, as growth, we shall keep all that. When RBS was smaller, tunity opens to a new job, and every year there is a lot ment to social responsibility by Grupo RBS? well as to the next ones, and if our duty towards the and the partners were in the company, managing the of opportunities in the company, we offer that oppor- PP – Social responsibility is not a choice for Grupo next generations is so big to the point of assuring that business, it was less complex to maintain everyone tunity to our collaborators in first place. Only after we RBS, but an unbending path which is directly linked they will enjoy a world as the one we enjoy today – in love with RBS. As the group grows, and manage- will seek for outside professionals. to our survival. Community o celebrate its Jubilee, Grupo RBS held the Exhibi- T walking through those spaces, the public also visited tion “On Air – 50 Years of Life” as a gift for its audi- their memories, and at all times they were invited ences. Installed in 4,300m² at Usina do Gasometro, to interact with those rooms that contained from a Porto Alegre cultural center, the exhibition featured huge counter with more than 15,000 digitized covers the last five decades about the history of communica- of Zero Hora newspaper - which could be accessed at tions in Brazil and in the world, and pointed to relevant the touch of a hand - to the ‘senior’ radio which gave facts in the history of the company from its inception to listeners the choice to listen to the breaking news with Gaucha Radio through the most recent years with of the past, by handling a dial that tuned in decades the addition of clicRBS, and hagah.com. It was open to back. visitation Tuesdays through Sundays, from September One of the exhibition’s specials was an 18-minute 1 to November 18. Thousands of people were delighted video screening on a 500m² projection screen, turning with the objects, panels, sounds and videos that also fantasy into reality, news into fiction, and blending brought about the life history of so many visitors. significant facts depicting 50 years of communications. The merged images of an MST confront in the 360 thousand city center, the Vietnan war, Ayrton Senna’s and people visited the Exhibition in the TV series A Casa das Sete Mulheres, enlight- “On Air – 50 Years of Life” ened the viewers on the ubiquity of communication at Usina do Gasômetro in our lives. That screening was possible thanks to Guga Kuerten’s glories, as well as the battle scenes the installation of 16 projectors. The Exhibition “On Air – 50 Years of Life” was The Exhibition “On Air – 50 Years of Life” enjoyed highly praised by those who visited it. Conceived the direct engagement of over 70 professionals. The by Marcelo Dantas, with Pedro Sirotsky as curator, total invested by Grupo RBS amounted to R$4 million. the exhibition comprised 15 distinct rooms, each As from 2008, some rooms and objects of that exhi- one inspired in and depicting rooms in the homes bition became part of Hipólito Jose da Costa Social of listeners, viewers, readers, and internauts. While Communications Museum, in Porto Alegre. 50 Community corporate social responsibility report 2007 grupo RBS 51 The 10 institutions that received most media support by grupo rbs in 2007 Name of Institution Speeding is a bitter end the distribution of stickers in public venues complement Always attentive to the issues that affect society, the campaign. seeking solutions by delivering factual information and analyses, Grupo RBS launched on December 19, the institutional campaign “Aggressive Driving must end!”. The project’s first main target was the male audience. Space at the service of public interest Amount in Media Donation Mauricio Sirotsky Sobrinho Foundation (RS/SC) R$ 5.323.135,21 Ministério Público do Estado de Santa Catarina (SC) R$ 1.936.608,90 Spaan – Sociedade Porto-Alegrense de Auxílio aos Necessitados (RS) R$ 459.335,00 Instituto da Criança com Diabetes (RS) R$ 414.072,00 Apae – Associação de Pais e Amigos dos Excepcionais (RS/SC) R$ 391.398,77 Universidade Federal do Rio Grande do Sul R$ 363.811,05 Sociedade Amigos dos Animais (RS) R$ 349.077,80 Nar - Anon (RS) R$ 344.634,00 According to studies, 85% of drivers injured in accidents Media donation to various campaigns built by soci- are men aged 18-25. So, three young men, and three ety has been one of the choices made by Grupo RBS to be beautiful actresses were chosen to stage the advertis- closer to the communities in which it operates. In 2007, ing pieces, scoffing those who have the shameful habit the investments amounted to approximately R$30,5 mil- of drinking and driving at high speed. lion, representing 3.12% of the total net revenue of the Instituto Ver (RS) R$ 339.682,00 company. Fundação Bienal R$ 332.267,42 All media vehicles of Grupo RBS participate actively in this institutional campaign, creating stories and doing Issues connected to lack of social assistance received coverages about the issue. The motto “Aggressive Driving the largest volume of resources, about R$12.3 million. must end!” is present in all the company´s media vehicles Culture, sports, and leisure also deserved attention and editorials. And the slogan “Speeding is a Bitter End” is the received about R$8.7 million. Campaigns connected with signature for all advertising pieces. Other actions such as education were granted nearly R$3.2 million. Media donation to Education Social Assistance 2007 2006 2005 R$ 3.226.789 R$ 1.247.418 R$ 11.141.315 Media donation has been a significant tool RBS TV of Caxias do Sul invested R$120 thousand R$ 12.356.153 R$ 12.465.322 R$ 8.506.338 used by Grupo RBS in order to contribute to com- in media to divulge the municipality’s campaign, munity projects and programs aimed at well-being. which resulted in the collection of clothing distrib- The gratuitous media tends to call society’s atten- uted to the Caxias Foundation, an institution that tion to specific issues and mobilize it around likely helps around 90 assistential entities Health Care R$ 1.349.099 R$ 5.500.931 R$ 2.371.390 Security R$ 1.063.238 R$ 3.947.053 R$ 613.838 Sports, Culture, and Leisure R$ 8.650.053 R$ 7.838.224 R$ 14.043.678 solutions. TVCOM Porto Alegre invested as much as which together, count on more than 20 thousand Environment R$ 1.064.552 R$ 652.882 R$ 359.625 R$870 thousand in media for social projects such people. Also in this city, a fund raising event - Fei- Economic and Regional Development R$ 2.420.157 R$ 3.006.862 R$ 3.671.909 as Instituto do Cancer Infantil, Instituto da Mama, joada do Pulita - is organized annually by Samuara Other R$ 425.409 R$ 2.432.589 R$ 1.161.259 and Portal Social, among others, in 2007. Indicators Hotel and the money is donated to local philantropic Total R$ 30.555.450 R$ 37.091.281 R$ 41.869.353 raised by the respective institutions show that com- entities. In 2007, there were 611 participants raising munity engagement following campaigns is quite R$45,825, which were distributed among the 13 insti- expressive. tutions that assist about 12.5 thousand people. Pioneiro newspaper was present in the event once more 3,12% by donating R$48.8 thousand in media to the suppli- dof the net reveue of Grupo RBS In Santa Catarina, RBS TV Florianopolis assigned is assigned to media donation about R$78 thousand to media donation for the ers of the feijoada. 52 Community corporate social responsibility report 2007 grupo RBS 53 Media donation by Grupo RBS Radio Stations Business Unit Total amount in donated media Business Unit Total amount in donated media Gaúcha R$ 473.902,00 Atlântida Passo Fundo R$ 29.125,00 Cidade R$ 153.171,00 Atlântida Florianópolis R$ 24.090,00 Forum Catarinense pelo Fim da Violência e Explo- Itapema Porto Alegre R$ 153.171,00 Atlântida Joinville R$ 18.970,00 ração Infantil. The event aims at promoting social Atlântida Porto Alegre R$ 138.100,00 Metrô R$ 18.004,00 awareness and mobilization around exploration Atlântida Rio Grande R$ 127.179,60 Itapema Joinville R$ 11.768,00 and violence on children, seeking to prevent new Farroupilha R$ 125.582,00 Atlântida Tramandaí R$ 9.250,00 occurrences against children. Indicators show 50% CBN Porto Alegre R$ 78.584,00 Itapema Santa Maria R$ 5.000,00 up in incriminations related to violence and sexual Atlântida Pelotas R$ 69.918,00 Itapema Florianópolis R$ 4.950,00 abuse of children and teenagers in both Police sta- Atlântida Criciúma R$ 62.172,00 CBN Florianópolis R$ 1.008,00 Atlântida Blumenau R$ 41.769,40 Atlântida Santa Maria Atlântida Santa Cruz do Sul R$ 35.604,40 Total Radios R$ 1.581.786,40 Total amount in donated media Business Unit Total amount in donated media R$ 468,00 TV Stations Business Unit tions and Guardian Councils, thus endorsing the relevance of the event. R$ 41,3 thousand TV Porto Alegre R$ 7.316.918,05 TV Santa Cruz do Sul R$ 654.289,00 were donated in media TV Blumenau R$ 2.673.464,75 TV Passo Fundo R$ 621.188,00 to the Pedágio pela Apae fund raising event TV Criciúma R$ 2.361.450,00 TV Chapecó R$ 591.889,75 TV Florianópolis R$ 1.810.930,66 TV Erechim R$ 416.306,66 Santa Catarina newspaper invested R$41.3 TV Pelotas R$ 1.770.033,63 TV Bagé R$ 349.023,75 thousand in donated media and own resources to R$ 1.715.769,00 TV Uruguaiana R$ 346.752,25 community the best it can do, that is, to help TVCOM Porto Alegre TV Joinville R$ 1.284.600,00 TV Rio Grande R$ 139.318,25 divulge the 9th edition of Pedagio pela Apae, which people communicate with their world. The TV Joaçaba R$ 1.150.946,00 TV Cruz Alta was held in distinct places in the Itajaí Valley. In community looks at and sees itself , and is TV Santa Rosa R$ 1.036.956,74 TVCOM Florianópolis TV Caxias do Sul R$ 835.114,70 TV Santa Maria R$ 735.338,44 Total TVs R$ 62.770,50 R$ 55.059,00 R$ 25.928.119,13 2007, the R$259.2 thousand raised in donations were distributed among the 34 regional Apaes (Association of Parents and Friends of the Disabled). The resources enabled the maintenance of the institu- Newspapers Business Unit Internet Total amount in donated media Zero Hora R$ 1.147.675,05 Business Unit Total amount in donated media the success, for instance, of the Campanha do improving care. number of clothing pieces from 30 thousand ClicRBS R$ 458.373,97 A Noticia newspaper assigned R$ 44.5 thousand Total Internet R$ 458.373,97 in donated media for the campaign Exercite sua Con- Diário Catarinense R$ 342.339,29 sciência [ Exercise Your Conscience]. The objective Pioneiro R$ 304.254,24 was to call community´s attention to environmental Jornal de Santa Catarina R$ 151.607,55 issues, and bring about the habit of separating recy- Hora de Santa Catarina R$ 145.266,87 clables from organic waste. R$ 62.974,91 R$ 2.587.171,51 good results for everyone. This is the reason of Agasalho in Caxias do Sul, that increased the R$ 433.053,60 Total Newspapers invited to collaborate in actions that bring tions and the implementation of projects aimed at A Notícia Diário de Santa Maria "Grupo RBS makes available to the to 200 thousand. We organize the Solidary Easter, which distributes annually over a ton and a half of chocolate in the Mountain region, thus meeting the needs of over 4 thousand children; this is the outcome of a collaborative action between customers and Stimulus to Contribution suppliers, and divulged by our media. Grupo Grupo RBS’s staff have always been motivated RBS owns a quite strong and reliable brand. to participate in projects and programs aimed at Our journalism is recognized as the basis of the community, through either volunteer work or such reliability, this is why we are invited to contributions. Funcriança RBS is a collaborative aid program to social institutions whose purpose is participate in so many community actions”. children and teenagers’ welfare. The objective is to Luis Fernando Zanini motivate those collaborators who will have income Manager, Pioneiro tax to pay, to assign up to 6% of their due tax to a 54 Community corporate social responsibility report 2007 grupo RBS 55 municipal fund. Those collaborators decide on the amount they want to donate and choose the Executive Editor, Diário Catarinense institution that will receive their contribution. The program is managed by Mauricio Sirotsky Foundation, and Grupo RBS Staff Association (ARBS). Cláudio Thomas In 2007, Funcriança RBS developed actions in the 18 regions covered by the group, in Rio Grande do Sul and Santa Catarina. Sixty employees par- Projects benefited by Funcriança RBS Institution The Corporate Flagships ticipated in the program, assigning R$287.710 to Municipality Collaborators Grupo RBS institutions, thus benefiting 3.5 thousand children The editorial of Diario Catarinense on May 11, 1994, Blumenau (SC) R$ 3.000 - and teenagers. As from December 2008, the dona- kicked off one of the most reverberated flagships produced Apae Pelotas (RS) R$ 500 - tor will return the amount that is disbursed in by Grupo RBS. In launching the campaign for a collective Apae Porto Alegre (RS) R$ 6.000 - advance by ARBS, in three installments, and with- claim requesting the widening of BR-101, RBS mustered the Associação Beneficente Santa Zita de Lucca Porto Alegre (RS) R$ 66.460 R$ 39.000 out interests or monetary adjustment. people of Rio Grande do Sul, and Santa Catarina to join the Casa da Criança do Morro da Penitenciária Florianópolis (SC) - R$ 9.000 Rio Grande (RS) R$ 700 - 3,5 thousand Porto Alegre (RS) R$ 86.300 R$ 39.000 children and teenagers were and not only on the part of the municipalities crosscut by benefited by Funcriança RBS the so-called Death Road. Readers of other regions of Santa ABAM – Associação Blumenauense de Amparo aos Menores Casa do Menor Centro Infantil Renascer da Esperança call for the road improvement along over 500 km between Guaruva - at the border of Santa Catarina and Paraná- and Osorio, in Rio Grande do Sul. The response was immediate, Centro Integrado João de Paula Joinville (SC) R$ 1.450 - Cerenepe Pelotas (RS) R$ 500 - Porto Alegre (RS) R$ 4.600 - Pelotas (RS) R$ 500 - Porto Alegre (RS) R$ 4.000 - Other actions have also left their mark due to far- Fundo de Caxias do Sul Caxias do Sul (RS) R$ 4.800 - reaching repercussion. Who does not remember the Black- Fundo de Florianópolis Florianópolis (SC) R$ 9.000 - Fundo de Passo Fundo Passo Fundo (RS) R$ 500 - Rio Grande (RS) R$ 1.500 - campaign “Love is the best legacy. Take care of children”. Santa Cruz do Sul (RS) R$ 2.000 - The song fell in the good graces of everybody, and the topic Pelotas (RS) R$ 500 - was the predominant discussion in every school. In 2005, the Santa Cruz do Sul (SC) R$ 5.000 - Blumenau (SC) R$ 1.500 - Erechim (RS) R$ 100 - Bagé (RS) R$ 1.800 - Creche ALAN Escola Louis Braille Fundação Tênis Fundo de Rio Grande Hospital Santa Cruz Instituto de Menores Dom Antônio Instituto Humanitas ONG São Roque Patronato Agrícola São José Projeto Guri Catarina joined heavily. The outcome was tangible: 1 million signatures calling for the road improvement, that started in early 1997, and today progresses along the southern segment, which must be concluded by 2010. faced Ox, the Headless Mule, the Wicked Witch, the Devil, and the Bogeyman? They were the characters of the 2003 flagship to fight mistreating against children through the flagship addressed the weight of education as a society’s transformational agent, with the campaign “Educating is Everything”. The most recent initiative targeted the male audience. “Aggressive driving must end”, teased young male adults with messages repudiating those who violate traffic rules, Total donated by collaborators Total donated by Grupo RBS Total R$ 200.710 R$ 87.000 R$ 287.710 drive in high speed or too near the rear end of another car. For sure, all these campaigns remain in the memory of the viewers, listeners, readers, and internauts of Grupo RBS. Maurício Sirotsky Sobrinho Foundation C elebrating 20 years of philanthropy, Mauricio One of the main FMSS’s initiatives is the Social Portal Sirotsky Sobrinho Foundation (FMSS) corrobo- (www.portalsocial.org.br), created in 2005 to be a collab- rates its commitment to invigorate the social network, orative network whose purpose is to bring together people improve the quality of education, and defend society’s who invest in social projects. The closing date to take in rights through programs and projects. During its two projects enrolled in the first stage of this medium came off decades of activities it has been warmly welcomed by in 2007. In that same year a new call for projects resulted the Gaucho and Catarinense communities. By develop- in the selection of 170 new proposals, and other initiatives ing new social technologies, and innovative strategies taken in through special invitations. in the area of social responsibility, it has become a Abiding by the same collaborative model of the first reference in the national scenario. Because it is main- stage, the 170 institutions were selected by socially active tained by Grupo RBS, FMSS leverages communications community representatives from each of the 18 regions of strategically to disseminate information on its actions, Grupo RBS in Rio Grande do Sul, and Santa Catarina. Next, and better interact with the community. two committees were set up – one in each state – to validate choices made by local committees. Representatives of the State Councils for the Children’s and Teenagers’ Rights, of the State Councils of Social Assistance, and the 2007 FMSS figures Number of people benefited Number of institutions supported Public Ministery of RS , and Santa Catarina participated in 62.978 the selection process. 304 170 projects Number of stories published in Grupo RBS’s press media Total Budget 59 R$ 1.306.189,26 were chosen in the R$ 5.323.135,21 Social Portal selection second stage of the Amount of media donated by Grupo RBS to FMSS’s programs Number of projects per state in the second stage RS 103 SC 67 58 Maurício Sirotsky Sobrinho Foundation corporate social responsibility report 2007 59 grupo RBS 24 Public Audiences were held in Rio Grande do Sul, and Santa Catarina Network for Protection The target of the projects * The V State Journey Against Violence and Social RS Exploitation of Children and Teenagers, which took PWDs Currently, the Social Portal offers other alterna- The projects’ themes* tives of project selection: special invitations. This is RS and Art Actions”, and focused on giving priority to the partici- 14,6% pation of localities where no public audience had taken 6,2% place. In Rio Grande do Sul fourteen cities were chosen: proposed by the Secretaria da Justiça e do DesenvolviEducation 14,8% 23,6% 4,0% Alegrete, Bento Gonçalves, Capão da Canoa, Erechim, mento Social do Rio Grande do Sul with the endorsement of the Conselho Estadual de Assistência Social 18,1% 15,9% thousand was raised. FMSS is the entity which carries 9,6% Gravatai, Ijui, Jaguarao, Lajeado, Montenegro, Porto 30,6% Alegre, Quarai, Santa Maria, Sao Gabriel, and Vacaria. Adults and sponsored by Gerdau, and Braskem, where R$ 386 Generation of Jobs and 14,6% place in 2007, discussed the theme “Stretching the Citizens the case of the Social Partnership Network, an action Other** Culture Senior Infants Children and The events gathered about 3 thousand people from 200 Teenagers municipalities. The number of entities promoting the out and develops two project areas: “Social Develop- Income 15,5% 32,5% Health Care event rose to 20. ment and Community Protagonism through Culture”, and “The Incentive Fund”. ipalities: Blumenau, Chapeco, Criciuma, Florianopolis, Itajai, Joaçaba, Joinville, Lages, and Palhoça. Six of such SC Goals in Advance events took place during the Municipal Conferences PWDs The Social Portal’s second stage will be closed in Social Assistance In Santa Catarina, the Journey occurred in 10 munic- Young adults Infants for the Children’s and Teenagers’ Rights. Overall, the 2009. The first results are quite satisfactory: from October to December of 2007, six institutions had already achieved the goals stated in their projects, which enabled them to SC start employing resources. The six institutions are the folOther** and Art Generation of Jobs and 12,5% Education Citizens the following year the document is delivered to the 7,2% chief authorities of the Executive, Legislative, and Legal 27% e Beneficente, Centro de Educação Profissional São João ciação Beneficente Santa Zita, all of Porto Alegre; and powers at the municipal and state levels; the Rights Council, the Tutoring Council, as well as other institu- 19,1% Calábria, Ação Voluntária Francisco de Assis, and Asso25,7% 8,7% As a result, a Term of Commitment was elaborated. In Senior lowing: Ação Social de Fé, Associação Brasileira Cultural 13,7% Culture public audiences mobilized about 2 thousand people. 17,8 Adults 16,4% Children and tions that work for the benefit of children and teenag- Teenagers ers also receive the document. Escola Municipal de Ensino Fundamental Anita Garibaldi, 6,0% of Igrejinha. Income 16,4% 29,5% Health Care Social Assistance * Each project may be driven to more than one theme ** Other themes are: Human Rights, Environment, and Community Development The State Journeys are public audiences which seek to call attention to and mobilize both states’ societ- Young adults From the total amount raised in the second stage of the Portal up to December 31, 2007, R$ 179.6 thousand ies concerning the issue of violence, and sexual abuse * Each project may be driven to more than one target PWDs: People with a Disability against children and teenagers, and attempting to find had been forwarded to institutions that achieved at least solutions and synergy in actions to confront such cases, 10% of their goals. In this second stage, R$689,730 was and develop preventive actions. The commitment of the 142 institutions promoters to contribute effectively to the theme in dis- thousand through special invitations. In its first stage, the Social Portal raised R$ 251.7 thousand in donations were benefited by the of articulation and support to achieve the goals estab- raised, out of which, R$303,730 via website, and R$386 via website, benefiting 142 institutions. Social Portal in its first Stage cussion has made of the Journey an important element lished during the public audiences. 60 The journeys’ figures - Taking place for 5 years Awards and Honors In both states, RS and SC, Mauricio Sirotsky Founda- - Over 5 thousand people mobilized in RS and SC tion highlights, through partnerships, initiatives aimed at - 220 Gaucho and Catarinense municipalities promoting changes in society. represented The Human Rights Award in Rio Grande do Sul, Maurício Sirotsky Sobrinho Foundation Winner Citizenship Agents Associação de Portadores de Deficiências Físicas – Gravataí a State Law in Santa Catarina (focus on schools), as Human Rights Committee of the State Legistative Assem- well as budgeting growth in the Center-West region bly, the United Nations Education, Science, and Culture Violence and Human Rights Observatory (Joaçaba) Organization (UNESCO), and FMSS, with the objective to - 4 bills, and 70 Sentinel Programs in RS pay homage to actions driven to socially active youth, as Joana D’Arc Project/ Fighting for Dignity Category II – Human Rights Dissemination the Human Rights. Winner Guide: Social Inclusion, Everyone’s Responsibility São Borja Category V – Socially Active Youth In its 10th edition, 71 works were enrolled. The creating new opportunities for boys and girls 0 – 6 six years appraisal was made by a committee made up of people old by qualifying the institutions which provide care and connected with the Human Rights promotion and education. In order to achieve that, Educating Roundtables defense, according to criteria such as relevance, out- are held, seeking to qualify human resources. In 2007, the comes, and involvement with the targets. The 14 winners graduation ceremony of the Biguaçu’s Educating Round- were given a trophy, and all participants received a certi- table took place in Santa Catarina, with 48 professionals fication in recognition for their work. Homage paid to Revista Diversidade Porto Alegre Category III – Defense of the Human Rights / Governmental Institutions representing six institutions, and benefiting 724 children. 1.010 educators qualified Ulbra – Carazinho Homage paid to Community Image Project Associação dos Moradores e Amigos da Vila Tronco Neves e Arredores – Porto Alegre well as to the promotion, dissemination, and defense of The Program - Millennium Fund for Infancy - aims at “I’ve been following the activities of Mauricio Sirotsky Sobrinho Foundation since its arrival 87 children educational institutions contemplated in Santa Catarina. The projects and programs 8.400 children benefited it develops give visibility to the relevance * as from the inception of the program of actions towards social responsibility, Winner Social and Educational Municipal Program ‘Pequeno Jardineiro’ Secretaria de Assistência Social – Nova Prata Justice for the Twenty-first Century Associação dos Juízes do Rio Grande do Sul in initiatives pursuing the same objectives. Foundation is its invariable earnestness in developing activities, thus imprinting reliability in everything it does within the communities. It is regarded by society as serious, ethical, and respectful.” Mário Motta TV Host with RBS TV Florianopolis, Radio Host with CBN Diario Radio Station, and Columnist of Hora de Santa Catarina newspaper PUC – Porto Alegre Winner Diversity in the Ways of Looking in People With (Dis) Ability Escola Municipal de Ensino Especial Nossa Senhora das Graças – São Gabriel Homage paid to In Love with Peace / Walking the Tracks of Inclusion Apae – Sapucaia do Sul Workshop on Tin Percussion Band Escola Estadual de Ensino Médio Imaculada Conceição – Bento Gonçalves Homage paid to Inclusion: Embrace this idea Secretaria de Educação – Bento Gonçalves and motivate other people to participate However, what strikes me most about the 61 Winner Education and Intercultural Diversity in the School Fundação Regional Integrada (Furi), Santo Ângelo Homage paid to Educating for Freedom Social Service School – IPA – Porto Alegre 12 Educating roundtables grupo RBS Category IV – Defense of the Human Rights/ Non-governmental Institutions granted on December 10, is a partnership between the The educating roundtables’ figures* 2007 Category I – Building Citizenship Awareness / Educational Institutions - 2 Terms of Adjustments in Behavior, and a bill for Focus on Education corporate social responsibility report – Porto Alegre Human Rights Award 62 Maurício Sirotsky Sobrinho Foundation corporate social responsibility report 2007 63 grupo RBS Institutional Representation Mauricio Sirotsky Sobrinho Foundation, in addition to its regular activities, participates in and gives support to other initiatives,with the purpose of consolidating the relations and cooperation network in Rio Grande do Sul, and Santa Catarina. In 2007, FMSS developed activities in partnership with the following institutions: Amigos da Escola (SC) Fundação Gerações (RS) In Santa Catarina, the Volunteer Representative Award is an initiative by Instituto Voluntários em Ação/SC, of Banco de Alimentos do Rio Grande do Sul SESC’s Programa Mesa Brasil, of Secretaria Estadual de Educação, and of FMSS. It aims at valuing people who develop Comissão Abrinq (SC) volunteer actions. The fourth edition had 60 projects enrolled, and granted awards to 21 of them, as follows: Comitê Setorial do Desenvolvimento Social do Programa Gaúcho de Qualidade e Produtividade (RS) Diálogos pela Responsabilidade Social (SC) Social Institutions Public Schools Fórum Catarinense Pelo Fim da Violência e Exploração Sexual Infanto-Juvenil Francisca das Chagas dos Santos Casa Chico Mendes – Florianópolis Antônio Carlos Souza E.E.B. Paulo Blasi – Campos Novos Fórum Estadual de Erradicação ao Trabalho Infantil (SC) Ilva Maria Ogliari Pastoral da Criança – Videira Henrique Paulo Dalmagro E.E.B. Pero Vaz de Caminha – Florianópolis Instituto Comunitário da Grande Florianópolis (ICOM) José Luiz Versal Associação João Paulo II – Palhoça Maria Aparecida Carvalho de Oliveira Laura Maria dos Santos Associação Pró-Brejaru – Palhoça Maria de Fátima Mattos Sombrio E.E.F. Profª. Maria Amin Ghanem – Joinville Marília Metzler de Oliveira Instituto de Desenvolvimento Regional Eco Iguaçu – Porto União Maria Elizabete Brião Goulart E.E.B. Leonor de Barros – Florianópolis Osvaldo Antonio de Souza Associação Essência da Vida – Joinville Paula Mendes Associação Escola Oficina da Vida – Florianópolis Pedro Sperotto Apae – Modelo Reginaldo Martins Salvador Legião da Boa Vontade – Florianópolis Sônia Bernadete de S. Amante Zanini Associação de Voluntárias Mamãe-Bebê – Laguna Fundação Pró-HPS (RS) E.E.B. Olavo Bilac – Joinville FMSS consolidated investments in 2007 Moacir Kuss E.E.B. Ignácio Stakowski – Içara Resources owned by FMSS Orlando Villa Sanches E.E.B. Marechal Bormann – Chapecó Social Programs Costs incurred R$ 756.795,58 Robson Scheuer E.E.B. Santa Cruz – Canoinhas Third-party Resources R$ 273.350,05 Roseli de Oliveira Fries Centro Educacional Municipal Interativo Floresta – São José Donations via Social Portal Vilson da Cunha E.E.B. Adelaide Konder – Navegantes Mention of Honor Lilian Maria Pacheco S.Thiago Grupo de Estudos e Apoio à Adoção – Florianópolis Social Portal Social Portal Total R$ 1.032.839,21 R$ 224.067,57 R$ 51.976,06 R$ 7.879,04 R$ 265.471,01 R$ 1.306.189,26 Founder Maurício Sirotsky Sobrinho (1925 – 1986) Shareholders Council AM RAdio BROADCAST TV internet C oordinator Nelson Pacheco Sirotsky C ounselors Jayme Sirotsky Fernando Ernesto Corrêa José Pedro Pacheco Sirotsky Carlos Eduardo Schneider Melzer Marcelo Sirotsky Sérgio Sirotsky Geraldo Barbosa Corrêa ComMunit TV PUBLISHING HOUSE Board of Directors www.gruporbs.com.br C hairman Jayme Sirotsky Rio Grande do Sul PAY tv RECORD LABEL PRINTING HOUSE fM RAdio NEWSPAPER Members Carlos Eduardo Schneider Melzer Cláudio Thomaz Lobo Sonder David Casimiro Moreira Fernando Ernesto Corrêa José Pedro Pacheco Sirotsky Marcelo Sirotsky Nelson Pacheco Sirotsky Oscar de Paula Bernardes Neto Sérgio Sirotsky Av. Erico Verissimo, 400 Azenha – Porto Alegre RS CEP 90160-180 Fone: (51) 3218.4040 Santa Catarina Rua General Vieira da Rosa, 1570 Morro da Cruz – Florianópolis SC logISTICS Executive Committee CEP 88020-420 P resident and CEO Nelson Pacheco Sirotsky Fone: (48) 3216.2500 E xecutive Vice- president and COO Pedro Pullen Parente São Paulo Rua Manoel da Nóbrega, 1280/1º andar MKT COMPANY/YOUNG AUDUENCE C hief O perating O fficer Newspaper and R adio Geraldo Barbosa Corrêa Paraíso – São Paulo SP C hief O perating O fficer Television Afonso Antunes da Motta Fone: (11) 3882.9000 C hief O perating O fficer Internet & Innovation Sílvia Nora Berno de Jesus CEP 04001-004 Brasília SRTVS – Setor de Rádio e TV Sul, Quadra 701 fOUNDATION C hief A dministrative O fficer Antônio Tigre Edifício Palácio do Rádio I, sobreloja C hief Financial O fficer Eduardo Damasceno Ferreira CEP 70340-901 Brasília DF Fone: (61) 3425.8300 Curators Council C hairman Jayme Sirotsky Members Afonso Antunes da Motta Eduardo Kroeff Machado Carrion Elaine Axelrud Ione Pacheco Sirotsky Jayme Sirotsky João Carlos Silveiro Léo Voigt Lúcia Dellagnelo Marlova Jovchelovitch Noleto Nelson Pacheco Sirotsky Pedro Pacheco Sirotsky 2007 Corporate Social Responsibility Report Board of Directors General Coordination Diretoria de Marketing Corporativo Fundação Maurício Sirotsky Sobrinho P resident Nelson Pacheco Sirotsky E xecutive M anager Alceu Terra Nascimento Editorial Coordination Pedro Haase Filho/ RBS Publicações E xecutive Secretary Cláudia Kruse Text Editing Cláudia Coutinho C oordinator S anta C atarina office Miguel Minguillo C oordinator Technical and Financial C ooperation Jeferson Weber dos Santos C oordinator Finance and A dministration Rafael Piccoli C oordinator of C ommunications Lisiane Nunes Graphic Design Auracebio Pereira www.fmss.org.br Photo Editing Ricardo Chaves Rio Grande do Sul Photos Arquivo RBS Jornais Arquivo Diretoria de Marketing Corporativo Arquivo Diretoria de Recursos Humanos Arquivo Fundação Maurício Sirotsky Sobrinho Av. Erico Verissimo, 400 – 3 o andar Porto Alegre – RS – CEP 90160-180 Fone: (51) 3218-6474 e 3218-6472 Fax: (51) 3218-6488 e-mail: fundaçã[email protected] Supporting Team Cheila Zorteia Regina Farias Nelcira Nascimento Lourdes Teodoro Miriam Buchert C onsultant Ricardo Bueno - RB Editores Ltda Desktop P ublishing PrintMaker Santa Catarina English Version Clarice B. Barcellos & Gislaine Sandri / EskConsulting Av. Desembargador Pedro Silva, 2958 Florianópolis – SC – CEP 88020-420 Fone: (48) 3216-3090 Fax: (48) 3216-3091 e-mail: [email protected] Consolidation of the Accounting Information in the Corporate Social Responsibility Report 2007 Ibanor Polesso crc/rs – 036210/05 Proofreading Henrique Erni Gräwer – Portuguese Gislaine Sandri – English Published in the fall of 2008 Text composed in Vista Sans, with pre-press by GRB Tratamento de Imagens, Press & Binding in recycled paper Silprint 240g /m 2 (covers), and 120g /m 2 (body) by Gráfica Odisséia.