Social Initiatives Report Globo 2012
Since being founded almost 50 years ago, Globo has been consolidating its commitment of contributing to the country s ongoing transformation. With a program schedule based on information, entertainment and knowledge dissemination, we have carefully chosen to portray socially relevant issues onscreen. In fact, in addition to being our greatest challenge, this is what makes us unique. This edition of the Social Initiatives Report shows how this role is performed in the company on a daily basis. This can be seen in the principles and values that guide our productions, in the relationship with our staff, in the telenovelas and news reports we produce, as well as in all shows that promote constant exchange with the audience. It is essential to point out that the actions described in this report, show how Globo engages in dialogue with society by listening to what people have to say and responding to the population s current demands, be it on the air or at the corporate level. This can be seen in our productions and projects, such as Criança Esperança (Children s Hope) and Ação Global (Global Action), in addition to our commercial breaks, during which we grant free air time to messages related to culture, education (valued by all our employees), important social topics and many other nationally relevant issues. Furthermore, Globo broadcasts Globo Cidadania (Globo Citizenship) as part of its program schedule, a unique piece on Brazilian free-to-air TV aimed at fostering knowledge and diversity through shows such as Globo Ciência (Globo Science), Globo Educação (Globo Education), Globo Ecologia (Globo Ecology), Globo Universidade (Globo University) e Ação (Action). We have closely followed the rapid and comprehensive changes brought about by technology, preparing ourselves for the future. Combining innovation with a concrete long-term social responsibility agenda, we are ready to further develop our experience and are certain of finding new ways of acting and contributing at the social level, which in turn, will help us build a society that is more just. Carlos Henrique Schroder General Director Globo
2012 Highlight s Globo Program Globo Cit izenship Social Publicity Social Project s Globo University Other Initiatives 6 8 22 34 42 50 60 68
2012 HIGHLIGHTS Program Social themes in telenovelas: over 430 socio-educational scenes Amor Eterno Amor: telenovela that supports missing children services Cheias de Charme: plot deals with the rights of housekeepers Jornal Hoje: news report exposing illegal logging in environmental reserves Globo Cidadania (Globo Citizenship) 11 million viewers every Saturday 52 programs aired 7 international programs 4 awards won 3 special programs - Environment, Criança Esperança (Children s Hope) and Elections Social Publicity Supporting social causes: over 382,000 insertions, equivalent to approximately R$ 296 million Campaigns (self-sponsored or through partnerships): about 286,000 insertions, amount to over R$ 332 million Cultural support: approximately 62,000 insertions, equivalent to over R$ 142 million Movimento Down Legalization of Domestic Labor with UN Women and ILO Social Projects Criança Esperança (Children s Hope): R$ 17.7 million raised Launch of Online Auction 1 st edition of project presentation event 1 st project presentation event: 86 selections Ação Global (Global Action): 1.6 million people assisted 10 events (01 national + 9 regional) 29 cities Esporte e Cidadania (Sports and Citizenship): 35 cities Over 450,000 people assisted 195,000 attendees Amigos da Escola (Friends of School): theme The value of reading Globo Universidade (Globo University) 48 actions 6,000 people mobilized 45 research projects supported 66 visits: Rio de Janeiro (Projac) and São Paulo 2 publications: Globo Universidade Textbook (SP + Limpa) and Obitel Yearbook 32,000 followers on Twitter 39 programs 703,000 hits, 76 interviews and 405 reports published Seminars: Suburbia (SP and RJ), 100 years of Jorge Amado (Flip, SP and Portugal), São Paulo+Limpa
Some historical milestones 2011 Insensato Coração discusses homophobia 2006 Páginas da Vida addresses Down syndrome 2001 O Clone discusses drug addiction 2000 Laços de Família encourages bone marrow donation 1995 Explode Coração helps locate 60 missing children 1979 Malu Mulher addresses female emancipation 1974 O Espigão popularizes the word Ecology 2011 Sagrado wins the Camélia da Liberdade award 2011 Cidadania (Citizenship) Grid is created 2009 Globo Educação (Education) is created 2008 Globo Universidade (University) is created 1999 Ação (Action) is created 1990 Globo Ecologia (Ecology) is created 1984 Globo Ciência (Science) is created 2011 Campaign to eradicate violence against women (Maria da Penha Bill) 2009 Supported the Ficha Limpa (Clean Elections) campaign 2006 Civil Registration Campaign UNICEF 2003 Everyone against Aids Campaign 1997 Disarmament Campaign 1983 Nordeste Urgente (Urgent Northeast) Campaign 1966 1 st mobilization campaign for Rio de Janeiro Floods 2011 Ação Global (Global Action): record in assistance (2.4 million) 2006 1 st Edition Esporte Cidadania (Sports Citizenship) Project 2004 Criesp begins partnership with UNESCO 2000 Inauguration of the Children s Hope centers in Rio de Janeiro and São Paulo 1999 Amigos da Escola (Friends of School) is launched 1995 1 st Ação Global Nacional (National Global Action) (23 states) 1986 1 st Children s Hope concert 2011 RespirAr Seminar (Globo in São Paulo) 2010 Live transmission of seminars via the Globo Universidade website 2009 Rios de São Paulo Seminar (Rivers of São Paulo) - Globo in São Paulo 2008 Creation of Globo Universidade (Globo University) TV program / Obitel* Partnership 2007 Partnership with Intercom** 2002 Delivery of the New Media course at the Rio de Janeiro Federal University 1999 Creation of the University Relationship Department * Ibero-American Television Fiction Observatory ** Brazilian Association of Interdisciplinary 2013 SOCIAL INITIATIVES Studies in Communication REPORT GLOBO 7
8 RELATÓRIO DE AÇÕES SOCIAIS 2012 REDE GLOBO
GLOBO
GLOBO INFORM, EDUCATE AND ENTERTAIN To give life to its mission, every year Globo develops and supports hundreds of social and educational projects. These initiatives focus on respect, Brazilian identity and its values, principles that have been guiding the company since its foundation in 1965. These actions, which mobilize thousands of people around the country, can be seen in the program schedule, newscasts and programs, as well as during business hours, commercial breaks assigned to social organizations and institutions in general. As for TV, one of the main inspirations is the On-screen Principles and Values of TV Globo document. Based on the social role of television, it reflects the role of the media in influencing habits. Available online to all employees since its release in 2009, the text incorporates company values, practiced since its beginning and pays attention to program content. It is based on a document written in 1988 by journalist Roberto Marinho, founder of the Globo Organizations. The document is called Responsibility and Sensibility, and in it he addressed the ethics that should guide Globo TV production. Since then, an important obligation was established: Globo program schedule should abide by law and public sensitivity, guaranteeing a standard of quality in everything it does. All other guidelines of the broadcasting station are outlined in this document, which was written by a group of professionals from different areas and took nearly two years to complete. 10 2012 SOCIAL INITIATIVES REPORT GLOBO
A document for everyone On-screen Principles and Values of TV Globo is to be used whenever necessary to promote internal discussions on issues related to the station s program content. The text accentuates one of the company s basic guidelines, the promotion of culture and national identity, enhancing the country s regional peculiarities, while respecting viewers. And it is open to suggestions: all employees are asked to cooperate via email, to improve it. In a transparent manner, the document focuses on controversial issues, daily situations of a great station that deserve attention. Respect for diversity, rejection of prejudice and of discrimination are part of the document that has guided the continuous pursuit of quality and accountability. Globo journalism also developed its Editorial Principles guidelines. Launched in 2011, they establish the rules and behavior in the network s newsrooms, as well as newspapers, magazines, radio stations and websites owned by the group. The purpose of this document is to ensure independent, nonpartisan secular journalism. On-screen Principles and Values of TV Globo are part of all of our products, from telenovelas to newscasts. Pictured in the photo, the 9:00 p.m. hit Avenida Brasil and the Bom Dia Brasil news program GLOBO 2012 SOCIAL INITIATIVES REPORT GLOBO 11
GLOBO Human Resources There is a growing concern among companies to develop, appropriately train and care for their employees, beyond legislative requirements. According to the Ethos Institute of Business and Social Responsibility publication entitled Corporate Social Responsibility in Managerial Processes, such a careful regard for human resources can make a big difference to the future of the organization and to the sustainability of business. Globo has approximately 12,000 employees and is constantly concerned about their professional development. To that end, in 2012 alone it invested R$ 27.5 million and provided new promotion and job rotation opportunities for 2,600 employees. However, that is not all. It is necessary to strengthen relationships and seek transparency with personnel. For this purpose, last year a website and newsletter were set up specifically to strengthen communication with internal stakeholders, providing information about the company s actions. In 2012, Globo invested over R$ 27 million in human resources development 12 2012 SOCIAL INITIATIVES REPORT GLOBO
Leadership development Preparing managers to mobilize their teams and to manage their own careers is a critical task for our future. Therefore, the first stage of the Global Leadership Program for leaders and executive managers was launched last year in partnership with the Dom Cabral Foundation. The content of the program was tailored to meet the company s needs for business and human resources management. In 2012, the first year of the program, there were 16 classes, mobilizing 450 professionals. In order to share the experience, a website was developed for the group of leaders and supervisors, and a cycle of lectures and breakfasts was offered with top executives, where professional challenges and Globo strategic projects were discussed. Inclusion and training of new employees Social inclusion is also part of Globo s concerns and it tackles the issue with two main programs: Sem Limites (No Limits), inclusion of disabled individuals in the labor market, the subject of which in 2012 was Being Different is Good ; and the Jovem Aprendiz (Young Apprentice), professional training, aimed at young people between the ages of 14 and 24. Last year, this initiative ended a two-year cycle training 105 apprentices. In fact, 107 young professionals were hired to work in the new stage in different administrative areas, woodwork, web design, electricians, among others. GLOBO 2012 SOCIAL INITIATIVES REPORT GLOBO 13
GLOBO Support for volunteers Employees interested in joining volunteer programs should also be supported by the company. In fact, the company helps them to organize permanent or sporadic activities, such as collecting donations for flood victims, solidarity bazaars and donations of Christmas kits. At Globo in São Paulo and Rio de Janeiro, there is a School Reintegration program, currently congregating 68 volunteers and 72 students and is aimed at providing employees and contractors the opportunity to conclude their elementary, middle and high school education. This initiative is a partnership with the Roberto Marinho Foundation, which provides lecture training for volunteer employees. In Minas Gerais, the Voluntariado Global (Global Volunteer) program was expanded, bringing together the Grupo de Voluntários Sociais (Social Volunteer Group) with the Grupo de Gestão Ambiental (Environmental Management Group). The social volunteers gained an important ally: the Hartmann Regueira Institute, which started to monitor the management of sponsored institutions. Learn more on page 54. Globo employees actively participate in Ação Global (Global Action) activities, as well as in Esporte Cidadania (Sports Citizenship), social projects that sometimes assemble over 30,000 volunteers in a single day. Volunteers in action in Belo Horizonte 14 2012 SOCIAL INITIATIVES REPORT GLOBO
INVESTMENT WITH GUARANTEED RET URNS Last year, over R$ 3.5 billion were invested in Remuneration, Benefits, and Profit Sharing, among others. IN THOUSANDS OF R$ Personnel (*) 3,363,638 Health 109,074 Food 43,311 Transportation 8,693 Social and Labor Security 3,547 Integration and Festivities 13,629 Education and Development 27,551 Private Pension 26,324 TOTAL 3,595,767 (*) Remuneration, profit sharing and others. 15
GLOBO History on the Internet The anticipation surrounding the decision of the National Congress regarding the amendment of Representative Dante de Oliveira to include direct presidential elections in the Constitution (1984); the testimony of reporters and directors who participated in the coverage of the Constituent Assembly of 1988; the fall of the Berlin Wall and the September 11 attacks in New York. All this is documented in the Memória Globo (Globo Memory) website, whose redesigned version went on air on April 26 of last year. With an average of 195,737 unique visitors and 630,203 views, the site serves as a comprehensive digital archive. And it can be used by schools and universities to help show Brazilian history. Learn more on page 66. The Globo Memory staff, area responsible for preserving these documents, also takes part in editorial projects like the book Irineu Marinho the Press and the City, by historian Maria Alice Rezende de Carvalho. For the launch, held in November last year, over a thousand text documents and about 600 images from the archives of Globo s companies and from the country s public and private collections were selected. Another important initiative was the Pioneers & Entrepreneurs exhibit: The Development Saga in Brazil held at the National History Museum in Rio de Janeiro and at the Unifor Cultural Center, in Fortaleza. The exhibition featured photos, images and objects from the founder of the Globo Organizations, journalist Roberto Marinho and also resulted in a publication distributed in universities, schools, libraries, and several Brazilian institutions. Launch of Irineu Marinho Imprensa e Cidade (Irineu Marinho The Press and the City), about the life of Globo s founder. The publication brings together over 600 images from archives, with major contribution of Globo Memory 16 2012 SOCIAL INITIATIVES REPORT GLOBO
Documentation Center The history of television and the world is available at Globo s Documentation Center (Cedoc), which houses thousands of texts, photos and images captured and produced for journalism, sports and entertainment shows that can be used by the company s professionals for consultation, new products and editions. Last year, Cedoc collaborated greatly to creating shows, newscasts and GloboNews, especially during the UN Conference on Sustainable Development (Rio +20) and the judgment of the mensalão (monthly allowance) political scandal. There was also increased partnership with the Globo Affiliates department, which provided improved service to Globo s 117 affiliated stations, scattered throughout the country. Additionally, for the first time ever, Cedoc enabled Brazil to be represented on the Executive Board of the International Federation of Television Archives, which has been around for 35 years and is comprised of 250 TV station members from around the world. RELEASE OF FREE IMAGES (TOTAL IN REAIS) Civil Society Organizations R$ 12,000 Public Institutions R$ 432,000 Private Institutions Total R$ 1.2 million R$ 1.6 million GLOBO 2012 SOCIAL INITIATIVES REPORT GLOBO 17
GLOBO Globo listens Globo exists for its audience and strives to listen to it. Thirty years ago, the CAT - Central de Atendimento ao Telespectador (Viewer Call Center), which is open every day of the week and caters for over 2,000 people daily, was created. Tuned to the public s daily response celebration, inquiry, laughter, criticism and comments about all types of journalism, sports and entertainment content the station is constantly changing and adjusting, with increased knowledge about the interests of viewers from all ages, generations and regions of Brazil. Social media has allowed this conversation to be ported to other platforms. First to Twitter (@ rede_globo), where Globo already has over 4.5 million followers, and then to Facebook (fb.com / RedeGlobo), Google+ (plus. google.com / + RedeGlobo) and Instagram (@ redeglobo). Telephone: 4002-2884 http://falecomaredeglobo.globo.com The CAT - Central de Atendimento ao Telespectador (Viewer Call Center) answers an average of 2,500 inquiries every day 18 2012 SOCIAL INITIATIVES REPORT GLOBO
Sustainable management Although television is part of a low environmental impact segment, the environment has always been a concern for Globo. Last year, Globo Production Center s TV drama and entertainment studio complex, known as Projac, recycled and reused no less than 4,842 tons of wood from controlled sources. The same concern for sustainability s famous three Rs (reduce, reuse and recycle) can be seen in the company s actions to recycle 58% of the paper used in the complex. In addition, around 6,000 tons of solid waste were recycled. The same attention to sustainable practices can be found in Globo s other markets. In Brasilia, even the use of air conditioning is carefully monitored. Also, three new sustainability focused initiatives were implemented: selective collection of solid waste, installation of timed faucets and low flush toilets, and the adoption of a new battery metering technology that resulted in reduced recharging. In Recife, almost 2,000 kilograms of solid waste, including paper, metals, batteries and plastic were properly discarded as a result of a program started in 2008 and which has been conducted every year since. Globo Recife also replaced 75% of the faucets with timed units and 50% of the toilets with two-cycle, low flush units that use less water. Such initiatives are part of day to day life at Globo, which is striving to develop a production standard without compromising future generations. At Projac and in Belo Horizonte, there is an established routine that seeks to reduce costs and preserve the environment through various initiatives, such as the ones below. GLOBO 2012 SOCIAL INITIATIVES REPORT GLOBO 19
GLOBO Globo Production Center (Projac) Environmental policy Opened in 1995, Projac has always sought quality-based management, so much so that in 2002 it was awarded the ISO 9001 certification, which shows the company s commitment to quality and customer satisfaction. Since 2004, there has been increased focus on environmental policy, which culminated in the company being awarded the ISO 14001 certification in 2007, certificate that recognizes companies whose management is engaged in preserving the environment. With a total area exceeding 1.6 million square meters, there are over 240 electric cars at Projac used to transport employees and visitors. The other vehicles are rigorously tested on a quarterly basis to assure proper control of pollutant gas emissions. The site also has a sewage treatment plant that processes 200,000 liters of wastewater per day and removes between 94% and 97% of organic and bacteriological matter, more than the 85% required by law. Since the beginning of Projac s activities, one million square meters of green area, comprising over 120,000 trees native to the Atlantic Forest, were recovered. In 2012, savings of of 1.7 million sheets of paper were made, as well as reduced use of wood, scenery canvas and other materials. Faucets were replaced with newer models, with timers and aerators, and rainwater is being collected since 2011. The paint used in sceneries or even in buildings is reused and recycled. At Projac, over 1 million square meters of green area were recovered and preserved 20 2012 SOCIAL INITIATIVES REPORT GLOBO
Belo Horizonte: ISO 14001 Concerned with future generations, Globo Minas employees decided to roll up their sleeves and began supporting an environmental policy and management system that established goals, supplier requirements and training for all internal stakeholders. Among new practices that reduce the environmental impact of local production are the monitoring of the fleet vehicles black smoke emissions, spray washing of vehicles and proper disposal of 100% of solid waste produced by the operation, including: 811kg per year of electronic waste, 8,358kg of paper, 2,774kg of plastic, 3,756kg of metals, 140 tires and 1,744kg of organic waste per month. Another initiative started in 2008 involves planting a tree in city parks for every child born in Belo Horizonte, Betim, Contagem, Mariana, Ouro Preto and Sabará, in partnership with local governments. Consequently, since 2010 Globo Minas has been awarded the ISO 14001:2004 environmental certification. Globo Minas employees take part in the initiative to plant a tree for every single child born GLOBO 2012 SOCIAL INITIATIVES REPORT GLOBO 21
PROGRAM
PROGRAM DAILY LIFE ON THE SCREEN SOCIAL RESPONSIBILITY THEMES Social causes in telenovelas 500 socio-educational scenes Amor Eterno Amor Theme: Missing children Cheias de Charme Theme: Domestic workers (housemaids) Salve Jorge Theme: Human trafficking Meeting with authors Theme: Supporting social causes (Amor Eterno Amor and Cheias de Charme) Globo believes that entertainment is an important catalyst for reflection and social debate. And since its foundation, lends the voice of its characters to great public causes. Last year there were 500 socio-educational scenes and over 1,500 scenes that portrayed social issues in telenovelas. The authors, at liberty to choose the plots they wish to air, count on the support of the Social Responsibility team. The area promotes thematic meetings with institutions and experts in order to help support social causes in telenovelas. Cheias de Charme (Sparkling Girls) was a good example of the benefits provided by this information exchange. Before its debut in the 7:00 p.m. slot, authors Felipe Miguez and Izabel de Oliveira met with representatives of the International Labor Organization (ILO), the National Federation of Domestic Workers (Fenatrad) and the former Minister of the Secretariat of Policies for Women (SPM), Nilcéia Freire. At the meeting, data relevant to the development of the plot were discussed. According to the Brazilian Institute of Geography and Statistics (IBGE), in 2012, 30% of the 7.2 million domestic workers in the country had no formal employment contract. 24 2012 SOCIAL INITIATIVES REPORT GLOBO
Bosses and domestic workers side by side in Cheias de Charme From the beginning, Izabel Oliveira and I determined that the main scenes of the telenovela were going to take place in the kitchen and for the first time, we would go home with the maid, showing her daily life, which is basically similar to her boss. Both need to leave their houses and find someone to look after their children and take care of their homes. We had several messages like this, but the real social campaign was for the formal employment contract. For example, we learned that 90% of domestic workers in the Amazon region had no formal contract. And signing a formal contract is a guarantee not only for the employee but for the employer as well. That s what we tried to show, says the author Felipe Miguez. Learn more on page 44. Cheias de Charme: domestic workers as protagonists in a campaign encouraging formal employment PROGRAM 2012 SOCIAL INITIATIVES REPORT GLOBO 25
PROGRAM National mobilization Amor Eterno Amor, by Elizabeth Jhin, highlighted the issue of missing children and aired, at the end of each episode, pictures of children and young people missing in Rio de Janeiro. The endeavor was developed from March to September last year in partnership with the Foundation for Childhood and Adolescence (FIA) and the SOS Missing Children program in Rio de Janeiro. Another important dialogue was also held with the staff of the Terre des Hommes NGO: It was also important to show the risks of losing a child and how to prevent them, said Claudia Cabral, from Terre des Hommes. She also points out that the plot showed people that it is possible to ask for help to find a child. Near the end of Amor Eterno Amor in September, directors, cast and crew celebrated the location of a missing child. It was the highpoint of an important awareness raising effort for everyone, which focused on the subject and used its popular reach to show the drama experienced by many families, said Elizabeth Jhin, of Amor Eterno Amor. Showing pictures of missing children at the end of episodes of Amor Eterno Amor led to a girl being located 26 2012 SOCIAL INITIATIVES REPORT GLOBO
Outcry against homophobia In fiction, on national television, a president publicly states that he made a grave mistake in his personal life by rejecting his homosexual son. The scene, which was aired during the Brado Retumbante (Resounding Cry) miniseries, touched on another socially delicate subject, homophobia. According to surveys conducted at gay parades in Rio de Janeiro, transvestites and transsexuals are the groups that suffer the most violence (72%), next to gays (22%) and lesbians (9%). Data from the Gay Group of Bahia indicate that transvestites and transsexuals represent 30% of people from LGBT (Lesbian, Gay, Bisexual and Transgender) community murdererd over the past years. The repercussion of the miniseries was celebrated by ABGLT Brazilian Association of Lesbians, Gays, Bisexuals, Transvestites and Transsexuals a national entity that congregates 257 similar organizations throughout Brazil, with the objective of protecting and promoting the inclusion of such segments of the population. In a letter sent to the broadcaster s board, the organization stated that Globo rendered a service of immeasurable value by demystifying transsexuality and sensitizing society. The topic was also addressed in the final months of the 7:00 p.m. telenovela Aquele Beijo (That Kiss), by Miguel Falabella. Reporting violence and exploitation of people As serious as homophobic prejudice, bullying also mobilizes parents and guardians of victims. There are no official statistics on this type of violence, but associations involved with the issue say that one third of all students is or has been a victim of bullying at some point in their life. Malhação (Young Hearts), a telenovela for adolescents, focused on this topic last year and also highlighted the engagement of young people in social and environmental causes. For the Salve Jorge (Her Battle) telenovela by Gloria Perez, a call center was established in order to answer questions regarding human trafficking and exploitation, subjects covered in the plot. In partnership with Viva Rio, a call center clarified via phone doubts about sexual exploitation, exploitation of children and adolescents, slave labor, and provided guidance on where to seek help in Brazil and abroad. Salve Jorge warns about human trafficking. The Brado Retumbante miniseries addressed homophobia PROGRAM 2012 SOCIAL INITIATIVES REPORT GLOBO 27
PROGRAM Focus on Rio+20 Journalism award At the Rio+20, a news story by Jornal Hoje (Today News) issued a challenge: is there illegal wood extraction in forest reserves? Those responsible for the Câmera JH, from Jornal Hoje headed the project, which mobilized Globo s Technology, Engineering and Arts areas. The first step in proving criminal action was to develop a microchip powerful enough to emit signals via satellite and withstand impacts, and at the same time be inconspicuous enough so as to not alert the criminals. Thanks to IBAMA (Brazilian Institute of Environment and Renewable Natural Resources), the JH crew spotted chopped trees in an environmentally protected area. The chip was installed in a tree trunk and trail cameras where hidden in the bushes. Days later, the monitoring radio connected to the chip detected signs of movement. The JH crew followed the arrival of the trees at a saw mill where the action was flagrantly recorded. The news report resulted in the closure of the saw mill and after a few months, in the arrest of 17 people and the issuing of an additional 40 arrest warrants. This initiative was recognized with three awards: Allianz Award for best TV news story, Embratel Award for best investigative news story and honorable mention in the 2012 Rede Globo Award for Journalism and Sports. Last year, Rio+20 took up much of the station s program slots. For example, this was the case for the Environment Special, conducted by Globo Cidadania (Globo Citizenship) (learn more on page 40), and of the Climate Change series, in which journalist Miriam Leitão focused on the challenges presented at the Rio+20 Conference, which marked the 20th anniversary of the fight against global warming. The Globo Natureza (Globo Nature) program, whose DNA is intrinsically tied to this subject matter, aired six hours and forty minutes worth of environmentally based material during the Conference. The highlights were: Terra, lotação esgotada (Earth, Sold Out) Six-episode series by reporter Sônia Bridi, aired on Fantástico (Fantastic), about the impact of consumption on the environment in China, India, United States, Indonesia and Brazil, the five most populous countries in the world. Energia limpa (Clean energy) Six part news report on the future of production of electricity in Brazil, recorded in seven states by reporter Alberto Gaspar from Jornal Nacional (National Journal). Sustentabilidade (Sustainability) Five part news report, with André Trigueiro, Cristina Serra, Marcos Losekann and Tonico Ferreira, for Jornal Nacional. Placing a microchip in a tree trunk led to the arrest of members of a ring responsible for wood extraction in protected areas Produção do alimento (Food production) Eight part news report about increasing farming productivity without destroying the environment. Recorded in Brazil s regional agricultural hubs, with Nelson Araújo and local reporters, for Globo Rural (Rural Globo) and Globo Rural Diário (Rural Globo Daily). 28 2012 SOCIAL INITIATIVES REPORT GLOBO
Desafios, ameaças à vida no planeta (Challenges, threats to life on the planet) Five part news piece on sea fishing, desert survival, endangered species and urban chaos recorded in Japan, England, United States, Chile and Brazil, for the Jornal Hoje. Cerrado Two special reports, recorded in Goias and Bahia, about the environmental impacts of intensive land use on the biome where most of the grains are produced in Brazil. With Sandra Passarinho for Jornal da Globo (Globo News). Serra do Mar (Sea Ridge) Five part news report, recorded in São Paulo, about the rich biodiversity in the largest continuous area of Atlantic Forest in Brazil, with Neide Duarte, for Bom Dia Brasil (Good Morning Brasil). Cem anos de Amazônia (Amazon 100 years) news report recorded in the Amazon about the transformations that took place in the forest over the past century, with Daniela Assayag, for Globo Reporter (Globo Reporter). Lista Negra (Black List) Two special reports, recorded in Para, about new deforestation fronts in the Amazon and municipalities that have adopted new environmental stances in order to leave the devastation blacklist. With reporters José Raimundo and Camila Marconato for Globo Rural. Rio+20 inspired a series of news reports for Globo s news programs. Among them, Terra, Lotação Esgotada (Earth, Sold Out), from reporter Sonia Bridi, aired on Fantástico PROGRAM 2012 SOCIAL INITIATIVES REPORT GLOBO 29
PROGRAM Concern for the environment Globo is also concerned in preserving the environment wherever it operates. Thus, last year, in São Paulo, the journalism department created the São Paulo + Limpa (Cleaner São Paulo) project. Over three months, local newscasts portrayed problems and solutions for the production and collection of solid waste in the metropolis. There were 150 news stories, 25 live feeds, five studio interviews and two community task forces set up to clean up the city s neighborhoods. The project won the Grand Prix and the 17 th Abrelpe (Brazilian Association of Sanitation and Special Waste Companies) News Award in the Television Category and resulted in a seminar sponsored by Globo Universidade (Globo University), which edited a textbook with the results of the discussions. Learn more on page 65. Over in Rio, the Rio + Limpo (Cleaner Rio) campaign organized, over four Saturdays, community task forces to implement a new trash collection scheme in the communities of São Carlos, Macacos and Coroa, with the goal of raising awareness among locals about the importance of small gestures to keep the city streets clean. The Project, a RJTV initiative supported by Globo in Rio, City of Rio, Movement Rio I Love It, I Take Care of It, Favela Center (CUFA) and the Marine Corps, brought together hundreds of volunteers and also provided a analysis of the situation of the trash in the city. The São Paulo + Limpa Project, from Globo São Paulo, addressed problems and solutions related to solid waste produced in the megalopolis 30 2012 SOCIAL INITIATIVES REPORT GLOBO
Corporate citizen As a company that wishes to be in the forefront of sustainability cannot forget to take care of the society to which it belongs, Globo took its vocation as a communications outlet to sensitize viewers with socially significant stories. For that reason, Globo Recife aired five news reports during Transplant Week that sensitized families to organ donation. It worked: by the end of the series, the Transplant Center had received as many donors as it normally received during an entire month. The Jornal Hoje sought to help anyone looking for a job and in 2012, started airing the Mercado de Trabalho (Labor Market) news segment, where Veruska Donato talks about employment opportunities and new professions. The piece gives important tips on how to behave in job interviews, preparing resumes, as well as how to relate to colleagues and bosses in the workplace. PROGRAM 2012 SOCIAL INITIATIVES REPORT GLOBO 31
PROGRAM Millions of young talents revealed The largest student sport event in Brazil, the School Olympics, since 2013 known as the Youth School Games, brings together millions of pupils from public and private education institutions from all over the country. Participants total 2 million athletes and approximately 3,900 participating municipalities. Organized and conducted by the Brazilian Olympic Committee and the Ministry of Sport, the competition is institutionally supported by Globo. Globo s program schedule also emphasizes the importance of sports not only for individual wellbeing, but also as an element that can promote the development of a healthy relationship between communities. Such was the case of the ten-episode series My favorite sport (Meu esporte favorito), aired last year by Globo s São Paulo journalism unit, which shows cities in the state of São Paulo where soccer does not prevail. In Pernambuco and Minas Gerais, where soccer is indeed favored, Globo Esporte (Globo Sport) followed groups that play pick-up games on makeshift fields and showed the ninth edition of the amateur soccer tournament from the communities of the Belo Horizonte metropolitan area. In Rio, for over a year, Globo supported the Favelas Cup, a tournament organized by CUFA (Central Union of the Favelas) that congregates dozens of communities and uses soccer as a means of community integration and interaction. These are some of the initiatives that effectively show that the company views the practice of sports as an essential right for the promotion of education and social inclusion. 32 2012 SOCIAL INITIATIVES REPORT GLOBO
The School Olympics, co-sponsored by Globo, rallied 2 million athletes in approximately 3,900 cities across the country PROGRAM 2012 SOCIAL INITIATIVES REPORT GLOBO 33
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GLOBO CIT IZENSHIP 2013 SOCIAL INITIATIVES REPORT GLOBO 35
GLOBO CITIZENSHIP MAKING A DIFFERENCE IN PEOPLE S LIVES EVERY SATURDAY From very early Saturday mornings, the audience has a meeting set with information that can make a difference in their lives. It is with this purpose that the special program grid Globo Cidadania (Globo Citizenship) is aired, which includes shows such as Globo Ciência (Globo Science), Globo Educação (Globo Education), Globo Ecologia (Globo Ecology), Globo Universidade (Globo University) e Ação (Action), produced in partnership with the Roberto Marinho Foundation and Futura Channel. Sandra Annenberg became anchor of the Globo Citizenship piece in June 2012 36 2012 SOCIAL INITIATIVES REPORT GLOBO
Good news predominate Last year, Globo Cidadania presented a new format. In July, journalist Sandra Annenberg made her debut as anchor and editor of all shows. For her, being part of Globo Citizenship is an oasis : As a journalist, I deal with hard news all the time, and a stark and difficult reality. There is no escape, that s how it is, we try to find ways to sweeten things a bit, but reality remains harsh. Therefore, for me, Globo Citizenship served to fill a gap that I had, but was unaware of. It is great to make a difference in people s lives and at the same time, let them make a difference in mine. In developing each of the five shows, we are able to focus on individual attitudes that make a difference. It is great to be part of this positive vibe and disseminate that it is possible to have an attitude and improve things, said the journalist. Other good news from 2012 includes the launch of Pílulas de Cidadania (Citizenship Pills), content directed at satellite dish spectators. These are excerpts from local shows that address for example, how families can better participate in their children s school life. Those responsible for the show feel greatly rewarded by developing news reports with such positive messages, attitudes that work, that can help improve the world. The idea is not to ignore reality, by not portraying difficult issues, but to show that it is possible to find creative solutions to problems. CIT IZENSHIP SPOT LIGHT All of Globo s initiatives and social projects in just one place. That is what the Portal da Cidadania (Citizenship Portal) is about (www.globocidadania.com.br), which brings together the websites of shows such as Globo Science, Globo Ecology, Globo Education, Globo University and Action, and Children s Hope and Global Action. At the Citizenship Portal, it is possible to watch shows and news reports and delve into public interest issues, such as urban mobility. GLOBO CITIZENSHIP 2012 SOCIAL INITIATIVES REPORT GLOBO 37
GLOBO CITIZENSHIP Feedback from viewers Viewer feedback shows that the Globo Citizenship program schedule is on the right path. Elízia Pereira Gomes, a schoolteacher who lives in the city of Além Paraíba in the state of Minas Gerais, is a self-entitled faithful viewer. For her, it is a joy when Saturdays arrive : I feel as if I were in a continued general education class. We learn everything, always up to date. I love education and I have learned and even improved my teaching skills in the classroom. ( ) The homes that do not watch Globo Citizenship are missing out on continued education in their own living rooms, she wrote via e-mail to the show. Sheila Oliveira, who lives in São João de Meriti, in Rio de Janeiro, also enjoys Saturday mornings: I wake up early just to watch Globo Citizenship. It s added so much to my life! Thank you all for such beautiful work. Another innovation that Globo Citizenship brought last year was the Você Cidadão (You Citizen) piece, where reporters go to the streets to listen to common people s opinions regarding citizenship. That is why viewer Carlos Henrique Doth da Silva, from Fortaleza, does not miss a single Globo Citizenship and thinks it is the best free-to-air show on TV : TV was missing shows that showed the best that Brazilians can accomplish. Congratulations to all who are part of this success. Above, news story by Helena Lara Resende for Globo Education. Below, Alexandre Henderson of Globo Science and Max Fercondini of Globo Ecology 38 2012 SOCIAL INITIATIVES REPORT GLOBO
Social issues on the agenda In 2012, the Ação team recorded three shows about Haiti portraying the work of Brazilian U.N. peacekeeping soldiers and the Viva Rio NGO during the reconstruction process the country is going through after being hit by an earthquake in January of 2010. Two news reports recorded in Saint Thomas and Prince showed initiatives to combat illiteracy and generate income that are being coordinated by cooperation programs between Brazil and other Southern Cone countries. Daily life in Brazilian schools, the effort of teachers and community engagement in schools were some of the themes of Globo Educação, which also discussed food, sustainability, consumer issues and topics such as the inclusion of music and religion in the school syllabus. Globo Ciência illustrated how scientists explain the world today, through examples of everyday life, such as stress and headaches, technological innovations and controversial issues, such as the end of the world predicted by the Mayan calendar. In turn, Globo Ecologia was inspired by Rio+20 to address sustainability related challenges. The Ecological Footprint calculation of how much of the planet we consume waste, energy and climate change were some of the topics discussed. Globo Universidade presented new careers and traditional courses, the experience outside the classroom and the experiences of Brazilian students in Cape Verde, Bolivia, USA and even in China. Mariane Salerno during Action s visit to Haiti in 2012. The news report protrayed the work of UN Peacekeeping forces and of the Viva Rio NGO in the country GLOBO CITIZENSHIP 2012 SOCIAL INITIATIVES REPORT GLOBO 39
GLOBO CITIZENSHIP Dialogue with society In order to talk directly to the Third Sector audience, in March last year the What is Citizenship? workshop was conducted during the 7th Congress of the Group of Institutes, Foundations and Enterprises (GIFE), which annually brings together members of the NGO whose mission is to disseminate concepts and practices regarding the use of private resources for the development of the common good. The workshop was mediated by journalist Serginho Groisman and included the participation of the Secretary of Basic Education of the Ministry of Education, Cesar Callegari, physicist José Goldemberg, economist Eduardo Giannetti and GIFE s general-secretary Fernando Rossetti, who debated the challenges facing Brazil in education, science, the environment and social entrepreneurship. Globo Cidadania (Globo Citizenship) also promoted debates about important issues with thematic TV specials Environment and Elections. The former aired in June, month the Rio+20 Conference was held. During this period, all shows that are part of Globo Cidadania (Globo Citizenship) were dedicated to themes linked to sustainability, depicting how environmental issues of the last decades influenced education, scientific research, universities and social action. In September, the TV special Elections dealt with municipal elections by addressing the issue from different angles: from the technology behind electronic ballot boxes to social projects that walk hand in hand with activities conducted by councilmen. Thus, Globo Cidadania (Globo Citizenship) remains up to date on themes relevant to the daily lives of its viewers. And the awards followed. Globo Ecology won the Best Electronic Media Production on Recycling from the Brazilian Aluminum Association; Globo University won the Belem Journalism Award and the seventh Sindhrio (Rio de Janeiro Syndicate of Hospitals) Journalism and Health Award for the news report Tropical Diseases ; and Globo Action placed third in the Sebrae Journalism Award with a show about solidarity economy. 2012 HIGHLIGHT S 11 million viewers every Saturday 82 citizenship pills 52 programs aired 7 international programs 4 awards won Serginho Groisman coordinates the Globo Citizenship workshop, during which the use of private resources for the development of the common good was discussed 40 2012 SOCIAL INITIATIVES REPORT GLOBO
Sagrado and other partnerships Is it possible for humans to live comfortably in society without harming the environment? Does religion produce conformism? What is the social role played by women in the contemporary world? These and other current issues are addressed in Sagrado (Sacred), a series of two-minute wraparound pieces co-produced by Globo and the Futura Channel. Created with the goal of promoting reading in view of religious diversity, the show discusses one current theme per week, portraying the vision and understanding of ten religions: Catholicism, Protestantism, Spiritualism, Islam, Judaism, Candomblé, Buddhism, Umbanda, Indigenous Traditions, and Pentecostal. Each Sacred show is presented by religious representatives and Globo actors, such as Stênio Garcia, Christiane Torloni and Juliana Paes, among others. Another important source of knowledge in the lineup is the Telecurso, Roberto Marinho Foundation s (FRM) distance education system. Since 1978, the show has helped Brazilians throughout the country to finish basic education, also providing professional training. In over three decades, FRM created models and methodologies for sharing knowledge in several areas environment, education and culture. Among the projects under the management of the Foundation is the Futura Channel, a social communication project of public interest supported by the private sector. Globo is one of the partners and sponsors of the channel, which has two dimensions: attractive educational TV shows and community mobilization endeavors, as well as educational and social institutions. 41
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SOCIAL PUBLICITY OPEN SPACE FOR GREAT SOCIAL CAUSES Every year Globo makes room in its lineup for socially relevant initiatives. Campaigns that are developed in-house or in partnership with organizations focused on social development. In 2012 alone, the sum of in-house, civil society organizations, medical societies and other non-profit groups amounted to about 736,000 insertions, which corresponded to R$ 769 million. Of this amount, 143,000 insertions, equivalent to R$ 137.7 million, were aired in slots provided free of charge by Globo s 117 affiliates. Behind the numbers are initiatives such as the campaign for the right to a formal contract for domestic workers, launched immediately after the end of the telenovela Cheias de Charme (Sparkling Girls). Developed in partnership with the International Labour Organization (ILO) and UN Women, the initiative brought back to the screen Penha, character played by Tais Araujo, and Lygia, played by Malu Galli. The video focused on the advantages of signing a formal contract, both for workers and for employers. Learn more on page 25. At the end of last year, Globo received an award for a similar initiative. The Hemorio Volunteer Association (Blood Bank coordinator of the State of Rio de Janeiro) handed the Henfil Trophy to the broadcaster. The award aims to recognize volunteers - NGOs, companies, universities, advertising agencies, the general media and personalities - that stood out during the year while supporting projects and campaigns that encourage blood donation and treatment of patients with hematologic diseases. Scene from the formal domestic employment campaign, sponsored in partnership with ILO (International Labor Organization) and UN Women 44 2012 SOCIAL INITIATIVES REPORT GLOBO
Main campaigns Among the 119 campaigns from civil society organizations, medical societies and other nonprofits, freely aired by Globo, the following can be highlighted: Down Movement Down Syndrome Portal National Association of Adoption Support Groups - Encouraging adoption Exploratory Science Museum / Unicamp - 4 th National Olympiad of Brazilian History Democratic Movement of the Prosecution Office - Fighting Corruption Brazilian Society of Mastology - Preventing breast cancer United Nations Information Center - Mobilization on the sustainability of Rio +20 Human Rights Movement - Eradication of slave labor Social Goal Institute - Being different is normal, encouraging inclusion and diversity In over 700,000 social campaign insertions, themes included the National Olympiad of Brazilian History, prevention of breast cancer, fight against corruption and Rio+20 SOCIAL PUBLICITY 2012 SOCIAL INITIATIVES REPORT GLOBO 45
SOCIAL PUBLICITY Down Movement According to recent surveys, Brazil has close to 300,000 people with Down syndrome. But how much do many of us truly know about this syndrome? It is the most common genetic occurrence among those currently classified as having the syndrome. How do our health and education professionals behave when dealing with a person with the syndrome? These and many other questions are answered by the Down Movement Portal team (www.movimentodown.com.br), which averages 12,000 hits per month from 26 Brazilian states and 25 countries. The launch of the portal, considered an innovation in the Third Sector, was supported by Globo. The company understands that part of its role is airing campaigns by civil society s organizations and institutions, as well as organizing its own campaigns. Therefore, the network provides free airtime, its main instrument for advancing society s high-impact causes and issues. The institutional campaign aired by Globo between March 22 nd and April 5 th 2012 drew so many people that the website went down due to the high volume of simultaneous traffic. This mobilization accelerated the discussion about public policies for patients with this type of syndrome and in record time, obtained the definition of Ministry of Health guidelines for health professionals responsible for the care of such persons.. The Down Movement portal receives about 12,000 visits per month from all over Brazil and another 25 countries 46 2012 SOCIAL INITIATIVES REPORT GLOBO