2011 Social Connected to you Initiatives Report Painting class in Casa do Zezinho, Project supported by Criança Esperança in São Paulo. In 2011, Brazil experienced strong growth in economic and social fields. We became the sixth economy of the world while the middle class rose to more than 50% of the Brazilian population. We celebrate these indicators with an affirmation to continue to care for and surpass the expectations of the public, who, through their trust, have made our productions into audience leaders for so many years.

With an ever more connected and digital television viewer, we have adopted new technologies and communication platforms, enhancing our relationship with our audience and preserving our standard of quality. Celebrating our 46 years, we recognize the importance of this partnership and, with eyes on the Brazilians who are tied to us, we launched the slogan: ‘A gente se liga em você’ (Connected to you).

Strengthening the social role of television has always been one of our priorities. This principle is reflected in our mission and in all of our programming. It can be seen daily in the plots of telenovelas, in our productions, in journalistic coverage, and even in commercial breaks, where we freely make our screen available so that millions of Brazilians can become aware of and be mobilized around relevant social issues.

In 2011, we carried out social projects which have contributed to advances in strategic issues for the country, including education, the rights of children and youth, and the promotion of citizenship. It was also in this way that Saturday mornings saw the launch of the ‘Globo Cidadania’ (Globo Citizenship) program, fortifying efforts to encourage knowledge and value diversity.

All these initiatives are the result of a broad television experience and a social responsibility agenda that have marked the history of TV Globo and which we invite you to get to know. On the map at the beginning of this report, you’ll find a collection of social actions which demonstrate that the commitment to the transformation of the society in which we live is present in all we do, beyond what you see on the screen.

Octávio Florisbal

General Director – TV Globo Boy with medal won in a Ação Global competition. Timeline...... 6 2011 Totals...... 8 Globo...... 10 Principles...... 12 Journalism...... 14 Entertainment...... 18 Sustainable Management...... 20 Human Resources...... 22

Globo Cidadania (Globo Citizenship)...... 24 Sagrado and other partnerships...... 30 Social Projects and Education Initiatives...... 32 Criança Esperança (Child Hope)...... 34 Amigos da Escola (School Friends)...... 38 Ação Global (Global Action)...... 40 Esporte Cidadania (Citizenship Sports) ...... 41 Globo Universidade (Globo University)...... 42 Social Responsibility Themes...... 44 Television Drama...... 46 Social Advertising...... 48 Documentation Center – CEDOC...... 51 Social Mobilization...... 52

5 Timeline 1999 FOUNDATION 1966 Creation TV GLOBO Social Initiatives of Globo 1st mobilization Universidade campaign: floods Mobilization Inauguration Programming campaign for of 1965 in Rio de Janeiro Ação Social Projects and Education Initiatives the disposal of firearms Social Responsibility Themes Telenovela Espigão familiarizes the word Amigos da Escola Telenovela Laços de ‘ecology’ (School Friends) Família encourages 1981 1979 1978 is launched the donation of bone 1974 marrow and TV Globo Ação Global 1983 Inauguration Telenovela Grito receives BitC Awards The serie of Telecurso holds special Campaign for Campaign for shows prejudice for Excellence Malu Mulher 2º grau in national edition Campaign for the victims the victims of against the deals with partnership the Northeast of floods in floods in Rio with the mentally disabled Telenovela women’s Roberto Region Southern de Janeiro O Clone 2000 emancipation Marinho ‘Leitura nas Férias’ (Nordeste Region encourages Foundation (Holiday Reading) Urgente) 1975 substance raises and dependents to

distributes over 1998 Inauguration seek support 1 million books 1984 of Globo 1989 Criança Esperança Inauguration Ciência* Criança Esperança highlights health of Criança denounces violence 1990 Telenovela initiatives. ONU approves against street Pioneer Esperança Spaces st International Convention 1 Criança O Salvador da Pátria children. Year of implementation of in Rio de Janeiro for the Rights of Children Esperança discusses AIDS, in approval of the Child closed caption in and São Paulo and Adolescents (Child Hope) partnership with the and Adolescent Law Jornal Nacional 1986 Show Ministry of Health Inauguration of

Globo Ecologia* Schumacher, 2001 Telenovela Zazá Ronaldo and Zico: has HIV-positive st Telenovela Barriga football game 1 fundraising character 1997 campaign Criança Criança Esperança de Aluguel talks raises funds for Esperança and 1988 deals with child’s about artificial Criança Esperança UNICEF rights. Article 227 insemination Telenovela of the Federal 1992 A Indomada Ação Global 1st donation for Telenovela Constitution denounces child Spielberg donates Vale Tudo Telenovela (Global Action) exploitation and income from new the Catholic Criança talks about De Corpo launched in sexual tourism version of E.T. to 1987 Child Pastoral Esperança: alcoholism e Alma Minas Gerais Campaign ‘Troque Criança Esperança Ministry UN medal and AA encourages as Armas de the donation of 1991 Brinquedo por Criança Esperança 2002 organs Brinquedos’ (Exchange Toy Space in Belo Guns for Toys) Horizonte Telenovela is inaugurated Renascer and with show UNICEF show the reality of street kids Telenovela Telenovela Rei do Gado Coração de discusses the

1993 Regional Ação Estudante talks 1995 agrarian reform Global starts in about Down Rio de Janeiro Syndrome Telenovela Telenovela Regional Ação 1st National História Explode Global starts Ação Global de Amor Coração in São Paulo in 23 Brazilian disseminates Campaign finds 1996 States sports for the 60 missing disabled children 2006 2007 Telenovela Amigos da Escola: Páginas da Vida Amigos Inauguration Educare award Ação Global: discusses Down da Escola: of Globo and Top 3 Ibest record events Esporte e Syndrome and Darcy Ribeiro Teatro (education site) in São Paulo Campaign with Cidadania (Sports prejudice Education Prize UNICEF for birth and Citizenship) in and marriage the social calendar certificates PAN 2007

Telenovela Belíssima discusses 2005 Large campaign and the trafficking of mobilization against women Dengue fever

Telenovela 2008 América discusses 2004 Amigos da Escola the social inclusion starts partnership of the blind with UNICEF 2010 Criança Amigos da Escola: Esperança starts partnership Faça partnership with Inauguration of Parte, Consed and Traffic Safety, World Cup UNESCO program Globo Undime Elections and Campaign for Rio Universidade Anti-Smoking de Janeiro and Campaigns Pernambuco flood victims Telenovela Inauguration of Passione deals Ação Global: Survey Actors mobilized program Globo with substance shows results for the for Natal sem Educação* abuse beneficiaries Fome (Christmas 2003 without Hunger) Inauguration of Sagrado* All against AIDS, Telenovela Mulheres Summer Tips Telenovela Mulheres Apaixonadas discusses and Heart Health Campaign for the Apaixonadas campaigns the prejudice against the Campaigns Santa Catarina Telenovela Caminho for Disarmament Law and elderly. Elderly Statute flood victims Telenovela das Índias shows real fights domestic violence Telenovela Viver a approved testimonies of mentally Caras & Bocas Vida accessibility and disabled reveals blind real testimonies of 2009 actress overcoming obstacles

Criança Telenovela Insensato Esperança: record Coração receives Sagrado receives fundraising and Rio Sem Preconceito Camélia da 114 projects Prize (Rio without Liberdade Prize supported Prejudice)

Campaign on fifth Inauguration of anniversary of ‘Maria Globo Cidadania* Amigos da Escola: da Penha Law’ of Donations for Top Education Prize rd Women’s Policies 2011 Rio de Janeiro (3 consecutive time) Office mountain region flood victims Medida Certa Ação Global: (Correct Body Criança Esperança record number of Measurements) premises in the State participants Esporte Cidadania: Project of Pernambuco (2.4 million) record number of inaugurated participants Brasil sem Cigarro (Brazil without Cigarettes)

*Partnership with Roberto Marinho Foundation (FRM) and Canal Futura 2011 Totals Social Initiatives

Criança Amigos Ação Global Esperança da Escola Nacional

90 5,760 643 thousand MOBILIZATION DAYS SCHOOLS ENROLLED PEOPLE BENEFITTED R$ 18.5 million 3.55 47 thousand TOTAL RAISED MILLION STUDENTS DOCUMENTS ISSUED 1.3 million 70 thousand 35 thousand CALLS VOLUNTEERS VOLUNTEERS 114 2,200 PROJECTS SUPPORTED PARTNERS (PUBLIC, PRIVATE AND Globo THIRD SECTOR) 26 Universidade BRAZILIAN STATES SIMULTANEOUSLY

58 CLASSROOM EVENTS 16 thousand PEOPLE MOBILIZED 50 GRADUATE RESEARCH SUPPORTED Esporte Cidadania Globo REDE GLOBO 305 thousand Cidadania* AUDIENCE 800 thousand 52 PARTICIPANTS PROGRAMS PRODUCED Sagrado 30 thousand + 11 million VOLUNTEERS VIEWERS IN EACH SHOW 12 GREAT THEMES DEALT WITH BY 1,400 7 RELIGIONS PARTNERS * GLOBO CIÊNCIA (GLOBO SCIENCE), 264 GLOBO ECOLOGIA (GLOBO ECOLOGY), PROGRAMS SHOWN 26 GLOBO EDUCAÇÃO (GLOBO EDUCATION), BRAZILIAN STATES SIMULTANEOUSLY GLOBO UNIVERSIDADE (GLOBO UNIVERSITY), AÇÃO (ACTION) 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 8 Social and Cultural Campaigns 780 thousand AIRINGS R$ 715 million AIR TIME DONATED 49 OWN CAMPAIGNS 181 THIRD PARTY CAMPAIGNS

Brazil without Social Cigarettes Responsibility (Brasil sem Cigarro) 10 Themes CITIES 452 SCENES OF SOCIO-EDUCATIONAL 34 thousand CONTENT IN telenovelas PARTICIPANTS 2,800 NICOTINE DEPENDENCE TESTS Body Measurements Project REDE GLOBO (Projeto Medida Certa) 11 CITIES 56 thousand PARTICIPANTS 14 thousand TESTS (BMI AND WAIST CIRCUMFERENCE) 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 9 Globo Connected to you

As we see it, the media is a tool to bring happiness and, therefore, it seeks to create, produce and broadcast programs to inform, entertain and educate and also to build a fairer society. This commitment to Brazil and Brazilians was present in our new slogan launched last year – ‘A gente se liga em você’ (Connected to you). It also guided documents such as ‘Princípios e Valores da TV Globo no Vídeo’ (TV Globo’s Principles & Values on Video), which, in 2011, joined the ‘Princípios Editoriais’ (Editorial Principles), affirming the philosophy of Globo.

Recording of Cordel Encantado, telenovela by Duca Rachid and Thelma Guedes, reaffirming Northeastern values and traditions. In this scene, King Augusto of Seráfia (Carmo Dalla Vecchia) and Maria Cesária (Lucy Ramos).

Principles

Principles & Values

Published in 2009, the document ‘Princípios e Valores da TV Globo no Vídeo’ (TV’s Globo’s Principles & Values on Video) continued to be the guide for our continuing search for quality and social responsibility last year.

The result of over two years work by a multi-disciplinary group of the company, under the leadership of the General Management and Globo Quality Center, ‘Principles & Values’ seeks to guide what is shown on the screen. An open work and a collective creation, the text is available on the company intranet and guides regular discussions about aligning its content with production.

The text gives special attention to viewer opions about programming, especially when dealing with controversial issues. Freedom of expression is obtained, but it is also essential to consider respect for audience sensibility.

Besides regular qualitative surveys, Globo listens to its audience through the Central de Atendimento ao Telespectador – CAT (Viewers’ Service Center). Created over 30 years ago, CAT has a total of 1.3 million viewers enrolled and, in 2011, it answered 615 thousand calls from the audience, over the phone and by e-mail, soliciting criticism, praise, suggestions, and complaints and asking for a range of information about the programming.

REDE GLOBO The commitment to be in direct contact with viewers, wherever they may be and in the way they wish was present also in the initiatives of TV Globo in its twitter profile (@rede_globo), which closed 2011 with over 2.5 million followers.

http://falecomaredeglobo.globo.com

CAT, relationships channel with TV viewers. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 12 Galvão Bueno, Claudia Raia, William Bonner and Marília Pêra recoding statements for Globo Memória.

Aware of its important role in the history of Brazilian communication, the goal of Organizações Globo is to preserve its trajectory, making this information available to academics and the public in general.

Therefore, since 1999, Memória Globo, a sector of Central Globo de Comunicação has carried out a detailed survey of the group files and other public and private collections.

The project’s oral history program has over 600 interviews, 63 of which recorded in 2011, with employees and former employees from different areas and in different positions.

Memória Globo is also responsible for the Roberto Marinho Collection, which includes historical documents of the Marinho family and their enterprises. Editorial Principles REDE GLOBO In 2011, Organizações Globo launched their Editorial details what is essential to honest journalistic practice and Principles, with guidelines and procedures for editors of TV, comes from the understanding that it is important to publicize newspaper, magazines, radio and internet of the Group. Its what Organizações Globo believe is the role of its activity and work has been guided by the concern to assure that Globo the fundamental contribution to build a democratic society that journalism continues to be recognized throughout the country values individual freedom, free initiative, human rights, the rule as independent, non-partisan and lay, as well as unbiased, of law, the advance of science and the preservation of nature. precise and timely. These same principles have guided the company since the In TV Globo, this document was included in the text of Screen beginning of the newspaper O Globo by Irineu Marinho, in Principles and Values. More than an editorial handbook, it 1925: the commitment to quality journalism. 2011 SOCIAL INITIATIVES REPORT GLOBO 2011 SOCIAL INITIATIVES 13 Journalism

All about you and for you

With international credibility, the journalism of TV Globo Among the novelties in 2011 is the program Bem Estar, places its professionals at the service of the viewers, not which started in the mornings in February, presenting themes only informing them about the most significant facts of focusing on life quality, with newscasts and the participation the moment, but also providing tools so that all can have of specialists in a wide range of subjects. full citizenship. The hard work of the excellence-seeking team won a Issues such as education, health, public security, transport significant recognition last year: Jornal Nacional won the and leisure were dealt with by the daily news programs that Emmy International Awards, for the coverage from the Rio continued opening more opportunities for participation of the de Janeiro desk during the take-over of the Alemão and Vila viewers in 2011. Cruzeiro slums by the security forces. REDE GLOBO

Fernando Rocha and Mariana Ferrão, anchors of Bem Estar. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 14 Social responsibility

In 2011, different social responsibility issues appeared daily in the Globo newscasts nationally and regionally, as well as in special series. Some of the relevant issues highlighted during the year were:

■■ The reporting of the tragedy caused by the rain in the mountain region of Rio de Janeiro last January, which involved over 230 professionals.

■■ RJTV´s 1st edition spot ‘Rio de Janeiro Partner’, which transformed eight pairs of youths from different metropolitan areas into reporters, with a special gaze on the place they live in.

■■ In September, the first edition ofSPTV Partner was aired, involving 14 youths from 7 areas in Greater São Paulo.

■■ São Paulo: From April to July, SPTV showed 250 broadcasts about air pollution in the city, in project ‘RespirAr’. In September, “Flutuador” project traced the path of the Tietê River in 2009, comparing the Partners from São Paulo bring the views the past situation with the situation at the time. of young viewers to the TV news.

■■ Minas Gerais: In two special series, MGTV showed the use of crack cocaine in the state and the difficulties of patients awaiting in the organ donation lists.

■■ Brasília: In DFTV, project ‘Globo Cidadania’ visited twelve towns REDE GLOBO around Brasília. The teams stayed there for a week, showing the problems, demanding solutions, providing services and highlighting good initiatives.

■■ Recife: PETV gave a special highlight to transformations in the eight towns that make up the so-called Suape territory, around the port. Another highlight was the series about the neglect and exploitation of street boys and girls in Greater Recife. 2011 SOCIAL INITIATIVES REPORT GLOBO 2011 SOCIAL INITIATIVES 15 Journalism

New spots and special reports

Enhancing the way in which news is presented is one of the hallmarks of Globo´s telejournalism and, in 2011, it aired dozens of special reports.

■■ Bom Dia Brasil: With the new anchor, Chico Pinheiro, the newscast was the first to broadcast the earthquake and tsunami devastating Japan in March. The Brazilian underground came to the surface in broadcasts that showed the situation of crack Globo Repórter team explores the Atlantic Forest in a balloon expedition. cocaine users living in inhuman conditions in the sewers of Brasília. ■■ Jornal Hoje: The special report ‘Sustentabilidade’ (Sustainability) showed innovative ideas and problems around this theme in Brazil and abroad. Hoje em Forma (In Shape Today) showed physical exercises of various forms as well as information about health and wellbeing.

■■ Jornal Nacional: In a special series, the news program showed the vulnerability of Brazilian frontiers, the uncontrolled use of chemicals in farming and the neglect of breast cancer screening tests in the public health sector.

■■ Jornal da Globo: This news program inaugurated a spot on Personal Finances, with Mara Luquet. It received the CNT Grand Award of Journalism for the series “Airports: Last Call”, which denounced the lack of infrastructure of Brazilian airports. In November, it was the first to show the arrest of the drug trafficker Nem da Rocinha, in Rio de Janeiro.

■■ Fantástico: Last year the program excelled in various investigative reports. It denounced the precarious state of police stations throughout Brazil; the poor quality of nursing courses in the country; the illegal mansions built in environmental reservations. With informative series about AIDS, diabetes and hepatitis, Dr. Drauzio Varella rounded off the year with the campaign Brazil without Cigarettes. There was also a huge response to the spot Medida Certa (Body Measurements Project), which showed anchors Zeca Camargo and Renata Ceribelli facing the challenge of changing eating habits, doing physical exercise and gaining a healthier body over three months.

16 Profissão Repórter shows the daily routine of a photographer on police coverage. Below, Ernesto Paglia and Glenda Kozlowski, in Globo Mar in 2011.

■■ Globo Repórter: With new props, the program continued to show outstanding reports, which are its hallmark. These included an expedition through Brazil on board a balloon that unveiled the Atlantic Forest; also a trip to Amazon River waters, from the first springs to the furthest point of the estuary.

■■ Globo Rural: In a special report in January, the program showed how and when “cordel literature” began. In March, it highlighted the geological origins of the“caatinga” region and efforts of researchers and farmers to attain sustainable farming in the region.

■■ Profissão Repórter: The program worked on themes of impact, such as the service that assists victims of sexual violence of Pérola Byington Hospital, in São Paulo and the impact of alcohol abuse among youths.

■■ Globo Mar: With 13 new episodes, the second season of the program showed the rich sea fauna of the State Park of Parcel de Manuel Luís, in the state of Maranhão, and surrounding the islands of Trindade and Martim Vaz, almost 1.2 thousand km from the Brazilian coast.

■■ Globo Natureza: It is a new project, with reports from the six biomes of the country and REDE GLOBO showed 51 short programs about Brazilian fauna and flora.

■■ Globo News: With a new logo celebrating 15 years on the air, the channel established the concept “never off the air”. A solid leader among cable TV news channels, Globo News reached 80% of all viewers – over 28.5 million different people and 28% more than the previous year. 2011 SOCIAL INITIATIVES REPORT GLOBO 2011 SOCIAL INITIATIVES 17 Entertainment

Fun and social commitment

In 2011, TV Globo celebrated 60 years of Brazilian television drama with the inauguration of the 11 p.m. slot, which successfully launched a new version of O Astro, the well-known work of Janete Clair.

Its team of directors, authors, cast, production, costume, scenery, art production, lighting, engineering and special effects created programs and stories that entertained and also invited the viewers to reflect, focusing on issues such as education, health, citizenship, consumer rights and quality of life.

Besides the telenovelas, which have a history of covering social issues, programs such as TV Xuxa and Esquenta! opened to stories of overcoming great difficulties. In Estrelas, celebrities had an opportunity to tell how they support social causes. Amor & Sexo discussed, among other themes, various aspects of sexual health. In Altas Horas, Serginho Groisman made several reports on bullying. In Programa do Jô, people who made a difference in 2011 were interviewed. Domingão do Faustão took experts onstage to speak about REDE GLOBO various subjects on the spot with ‘Tô a Fim de Saber’ (I’d Like to Know). Also in Mais Você, spots such as ‘S.O.S Mais Você’, with Dr. Guilherme Furtado, and ‘Será que eu posso?’ (Am I able?), with economist Roberto Zentgraf, answered doubts and provided services to viewers.

Caldeirão do Huck closed 2011 with the make-over of 9 Above, Rodrigo Lombardi as Herculano Quitanilha in the telenovela O Astro and Fernanda Lima in Amor & Sexo. On the right, Regina houses in ‘Lar Doce Lar’ (Home Sweet Home) and 12 cars in Casé and popular culture in Esquenta!, Angélica in the judo social project and anchor Flávio Canto; Ana Maria Braga with Dr. Guilherme

2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES ‘Lata Velha’ (Old Can). Furtado and Luciano Huck in ‘Lata Velha’. 18

Sustainable Management

Sustainability behind RECYCLING/REUSE 4,638 TONS OF WOOD the screen 1,185 TONS OF RECYCLABLE MATERIALS Although television is of low environmental impact, the concern 5,823 for sustainable management is constant in all Globo units. TOTAL TONS Sustainability is a concept which is present in the everyday life of employees.

In Central Globo de Produção – CGP (Globo Production Center), known as Projac, in Rio de Janeiro, many actions are taken to seek greater efficiency in production processes and the preservation of the environment, including:

■■ Implementation of the certifications: ISO 14001 (environmental) since 2007, and ISO 9001 (quality) since 2002, and an explicit environmental policy since 2004.

■■ Recovery and preservation of 1 million square meters of green area, including Atlantic Forest, with over 120 thousand native trees.

■■ Rainwater collection. ■■ Use of over 200 non-polluting electric cars. ■■ Recycling of paper and use of 100% source controlled wood. REDE GLOBO ■■ Sewage treatment plant, processing 200 thousand liters of effluents per day and removal of BOD between 94% and 97% (above the 85% required by law).

■■ Reuse of PVA paint, paper (savings of 1.7 million sheets/year), wood, scenery canvas and other materials.

Central Globo de Produção (Projac) has one million square meters of recovered and preserved Green Area. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 20 Belo Horizonte

Since 2010, Globo Minas has had environmental certification NBR ISO 14001:2004. Among its practices are the monitoring of vehicle emissions, washing of vehicles with spraying and the correct disposal of 100% of solid waste. It has also drastically reduced paper consumption and built a rainwater retention system used for washing company vehicles, which will soon be used for toilet flushing, as well.

The historical towns of Mariana, Ouro Preto and Sabará have been included in the program ‘Uma vida, uma árvore’ (One life, one tree), which has planted over 62 thousand seedlings since 2008 – one for each child born in Belo Horizonte, Betim and Contagem.

São Paulo

In São Paulo, the initiatives involve dry cleaning 65% of vehicles, sorting-at-source, recycling paper, banners and plastic cups and the use of high performance and LED lighting. The company is also involved in initiatives to restore the Pinheiros River (Associação Águas Claras) and its margins (Pomar Project).

Brasília

Eco-efficient initiatives include sorting-at-source of solid waste, taps and toilet flushing REDE GLOBO with timers, rationalizing the use of air conditioning, the use of new electronic TV equipment that dissipates less heat, and new technology for monitoring battery loads which drastically reduces recharges.

Recife

In Recife, recycling and the correct disposal of solid waste were reviewed, to a total of 2 tons, and taps and toilet flushing, as well with timers were installed. 2011 SOCIAL INITIATIVES REPORT GLOBO 2011 SOCIAL INITIATIVES 21 Human Resources

Encouraging new talents

With the certainty that building a fairer society begins in-house, Globo

invests in the development of its over 12 thousand employees, providing INVESTMENTS IN R$ THOUSAND multiple opportunities for professional growth. 2,876,339 PERSONNEL*

In 2011, R$ 23 million was invested in education and development. To 104,287 HEALTH promote citizen awareness, some highlights were the programs Jovem 37,340 FOOD

Aprendiz (Youth Apprentice), which trained 158 young people aged 25,835 PRIVATE WELFARE

14 – 24 and Sem Limites (Without Limits), which has hired disabled 23,357 EDUCATION AND DEVELOPMENT employees since 2000. 13,003 INTEGRATION AND FESTIVITIES

Volunteer work is part of daily life in the company: last year, we mobilized 8,107 TRANSPORT 660 employees in different initiatives aside from the large number of staff 4,307 SOCIAL AND JOB SECURITY

involved in regular social projects and campaigns. In total, twelve thousand 3,092,576 total

tons of food were gathered and donated to victims of floods, public schools (*) Remuneration, profit share and other. and social institutions in Rio de Janeiro and São Paulo.

REDE GLOBO

Members of the programs ‘Sem Limites’ (left) e ‘Jovem Aprendiz’ (right), with the disabled and youths aged 14 to 24. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 22 23 Serginho Groisman and other hosts of the programs of Globo Cidadania: Helena Lara Resende, Alexandre Henderson, Max Fercondini, Lizandra Trindade, Paulo Mário Martins, Julia Bandeira and Globo Cidadania Mariane Salerno. A program connected to you

Globo knows the transformative power of television and it´s role as a tool for education, as well as a vehicle for transmission of values and discussion of ideas. This concept, always in the programming, was reinforced last year with the creation of Globo Cidadania (Globo Citizenship). On Saturday mornings, this special block concentrates the programs Globo Ciência (Globo Science), Globo Educação (Globo Education), Globo Ecologia (Globo Ecology), Globo

Universidade (Globo University) and Ação (Action), which value the search for knowledge and a better life. This initiative deepens the work carried out in partnership with the Fundação Roberto Marinho (Roberto Marinho Foundation) and Canal Futura, which has already brought results, such as Telecurso, providing basic and professional training, and Sagrado, which provides air space for religious diversity.

Globo Cidadania

Knowledge at the right time

Science, ecology, education and social mobilization have air time assured on Saturday mornings in the program Globo Cidadania. The special journalistic programs are a new addition to TV Globo’s programming, launched in September last year on TV and the internet.

Presented by Serginho Groisman, the new program brought together Globo Educação, Globo Ciência, Globo Ecologia, Globo Universidade and Ação to focus on a single objective: making a difference in people’s lives.

See what each program showed in 2011

Sharing and disseminating knowledge is a common factor REDE GLOBO among the programs, which are recognized by the audience as an important source of information.

Whether in the challenges of teachers in basic education in Globo Educação, in the paths of research of Globo Universidade or in the advances of our scientists shown in Max Fercondini on Globo Ecologia. At the side, Alexandre Henderson Globo Ciência, the objective is to prompt the exchange of on Globo Ciência; Helena Lara Resende on Globo Educação and ideas and to deepen discussions. recording of Globo Ecologia. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 26 Globo Ciência has publicized scientific advances, explaining how science is part of the everyday life of all of us. Continuing it´s work from previous years, the program showed the life and work of great international scientists and the relevance of their inventions and research today. Since 2011 was chosen by the UN as the International Year of Chemistry, the program highlighted geniuses such as Marie Curie, Alexander Fleming and Linus Paulling.

Globo Educação portrayed everyday life in public schools, advocating good teaching practices and the participation of parents and communities. Current and controversial issues such as bullying, gender prejudice and violence were discussed by specialists. New issues were also included, such as education in the digital age, as well as lasting problems, such as school dropouts, the lack of prestige of teaching courses and the need to improve adult education. REDE GLOBO Globo Ecologia sought to explain why preserving the planet is so important and how simple measures contribute to this goal. In 2011, chosen by the UN as the International Year of Forests, the program did a special series on the theme, showing how forests influenced and continue to influence our economy, our politics and culture, and, of course, our climate. The controversial Brazilian Forest Code, under discussions in the National Congress, had a program all to itself. 2011 SOCIAL INITIATIVES REPORT GLOBO CIDADANIA 2011 SOCIAL INITIATIVES 27 Globo Cidadania

Globo Universidade, portrayed students and teachers who make a difference within and outside Brazil. From north to south, the program showed new courses for a rapidly growing country, such as those related to Oil Engineering, Nanotechnology and Biomedicine. The program also travelled the world to show how, in Australia, Brazilians research new methods to reduce sea pollution, new technologies for industry and for human health.

Ação covered social projects and initiatives of non- government organizations, and stories of people who fight to improve the reality of the country. The program won the 16th ABRELPE Reporting Award, of the Brazilian Association of Public Cleaning and Special Waste Companies, for the report on ‘Conscious Consumption’. It also showed the mobilization of small communities to assure sustainable income, preserving the cultural heritage and life in harmony with the environment. REDE GLOBO

Above, graduation ceremony of Coimbra students, Globo Universidade. On the right, Mariane Salerno, from Ação, visiting Mamirauá Reservation, the first sustainable

2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES development reserve of Brazil 28 Citizenship Portal

A great virtual showcase of the social projects and initiatives of TV Globo, Portal Cidadania (www.globocidadania.com.br) included the websites of the programs Globo Ciência, Globo Ecologia, Globo Educação, Globo Universidade and Ação, as well as the websites Criança Esperança, Amigos da Escola and Ação Global.

In the Portal, besides being able to watch all the programs that have already been aired, the audience also has access to exclusive reports that go deeper on issues discussed in each program and relate them to other fundamental issues.

Fostering dialogue REDE GLOBO

In 2011, eight forums were held with the production teams of the five programs as well as invited specialists to discuss content, format, concept and operation, and to promote the integration and renewal of these programs in 2012.

The idea is to bring the program closer to everyday life, increasing dialogue with all audiences.

Internet portal with the content of the Globo Cidadania programs and

social projects. REPORT GLOBO CIDADANIA 2011 SOCIAL INITIATIVES 29 Sagrado and Other Partnerships

In Sagrado, open space for religious diversity. Above, chief Sapaim and Rabbi Nilton Bonder. Room for diversity

Besides the partnership in Globo Cidadania, Globo has joint In 2011, the series was presented with the Camélia da initiatives with the Roberto Marinho Foundation to promote Liberdade Award, in the press category, from CEAP (Center knowledge and citizen awareness. for the Coordination of the Marginalized Populations), and was nominated for the National Human Rights Award, of the Sagrado, a series of two-minute long daily programs National Human Rights Office. discussing themes related to contemporary world from the point of view of various religions, is broadcast on Globo and Another important source of knowledge is the program REDE GLOBO Canal Futura. A measure towards increased dialogue and Telecurso, a distance education system of the Roberto living without prejudice, the programs bring the views of the Marinho Foundation, which, since 1978, has helped Brazilians Catholic and Protestant churches, Afro-Brazilian religions, around the country to finish basic schooling and gain access Spiritualism, Islam, Buddhism and Judaism. to a vocational training opportunity.

In its 30 years of operation, the Roberto Marinho Foundation has created models and methodologies to transmit environmental,

2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES educational and cultural knowledge that have become a reference in Brazil. 30 Books, CDs, DVDs and maps High school TV course, broadcast since 1978. make up the material of the project ‘A Cor da Cultura’.

Last year, Futura created informational film clips with the Also in 2011, Futura concluded the second phase of the project ‘Alô, Brasil. Aqui Tem Educação!’ (Hello, Brazil, project ‘A Cor da Cultura’ (The Color of Culture), in 34 REDE GLOBO Here is Education!). With an aim to serve the population, the cities in 6 Brazilian states, with the objective of supporting minute-long inserts are introduced by Serginho Groisman and the dissemination of the African and Afro-Brazilian history shown in the fade (gaps with free exhibition slots) of Globo and culture. A partnership between Globo and Futura satellite and Globo International. Also in partnership with with Petrobras, MEC, SEPPIR (Racial Equality Policies Globo, Futura actively participated in the ‘Semana Global Secretariat), CIDAN (Documentation Center of Black de Empreendedorismo’ (Global Entrepreneurial Week), held Artists), Palmares Foundation, and TV Brasil, the Project by the Endeavor NGO in November, to encourage innovation, has trained over 3.800 teachers and benefited over 780 creativity and entrepreneurial initiatives. thousand students.

Canal Futura is a social communication project, supported by private initiative, and it is of public interest. Managed by the Roberto Marinho Foundation with Globo as one of its partners and funding agencies, it has two dimensions: TV with attractive and educational programming and the mobilization of communities and educational and social institutions. 2011 SOCIAL INITIATIVES REPORT GLOBO CIDADANIA 2011 SOCIAL INITIATIVES 31 Social Projects and Educational Initiatives Live and in color

Besides the commitment of transmitting quality content contributing to the information and development of society, Globo becomes fully involved and uses all its communications capacity to mobilize Brazilians around social themes and the construction of a better future. Focusing on basic citizenship aspects, such as education, health and solidarity, TV Globo has countrywide projects and lives out ideals it has had since it started. Initiatives such as Criança Esperança (Child Hope),

Amigos da Escola (School Friends), Ação Global (Global Action), Esporte Cidadania (Citizenship Sports) and Global Universidade (Globo University) have become a national reference and confirmed that making a difference is within the reach of all. Students swimming in Espaço Criança Esperança of Rio de Janeiro. Criança Esperança

2011 CAMPAIGN 20 INSTITUTIONAL FILMS

Mobilization for our 240 GLOBO STAFF INVOLVED children and youths + 20 thousand PEOPLE MOBILIZED Twenty-six years after the first campaign in 1986,Criança 243 REPORTS Esperança (Child Hope) reflects TV Globo’s concern with the 84 rights of Brazilian children and youths. Held in partnership with ACTIONS IN ENTERTAINMENT PROGRAMS

Unesco (UN Education, Science and Culture Organization) 36 EVENTS and broadcast as a campaign that involves Globo’s talents, the Project has had great achievements since 1986:

■■ R$ 250 million raised. ■■ Over 5 thousand projects supported. ■■ Over 4 million children, adolescents and youths benefitted. With great impact and mobilization in all corners of Brazil, the campaign grows each year. In 2011, with a show that invited the public on a trip around Brazil, illustrated with the paintings of Cândido Portinari, it received over 1,3 million calls, and record fundraising of R$ 18,5 million. REDE GLOBO

End of Criança Esperança show, with Renato Aragão

2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES in the middle. 34 A permanent action

Besides the NGOs selected each year, the campaign also Over 10,000 children, teenagers and youths benefitted from supports the Catholic Child Pastoral Ministry and the Criança the Espaços Criança Esperança in 2011. Esperança (ECE) – reference centers that assist vulnerable children in regions of greater social risk. The four units below are managed in partnership with the following institutions:

■■ ECE Belo Horizonte/MG - PUC Minas.

■■ ECE São Paulo/SP - Instituto Sou da Paz.

■■ ECE Rio de Janeiro/RJ - Viva Rio.

■■ ECE Jaboatão dos Guararapes/PE - Catholic University of Pernambuco, Brazilian Army and Jaboatão dos Guararapes City Hall.

The Criança Esperança Spaces had a lot to celebrate in 2011:

■■ 10,591 children, adolescents and youths benefitted. ■■ 44,154 monthly participants in the workshops. ■■ 26,937 monthly participants in training courses, from vocational training to school tutoring programs, and also people who were introduced to the labor market.

■■ 8,323 monthly participants in the digital inclusion centers in Belo Horizonte, Rio de Janeiro and São Paulo.

■■ 51,869 participants in 442 internal and external events throughout 2011.

35 Criança Esperança

Contagious solidarity

The success of Criança Esperança is the result of the The team of talents of TV Globo has given a decisive determination of Globo and its partners in making solidarity contribution in the mobilization for fundraising. Last year, happen and spread through the country. In 2011, there Mesão da Esperança (Hope Committee) was a success – were 90 days of action, and the campaign was included in on the day of the show and the final day of the campaign, the Globo programming with a strong emphasis on mechanisms staff took turns answering the phones for donation. This joint for donation and the defense of the rights of children and effort involved 150 people and brought the greatest income youths. There were, in the end, 20 films in over 43 thousand obtained in a single day in all the history of Criança Esperança. broadcasts, as well as advertisements in newspapers, The 2011 campaign had the motto A Esperança é o que nos magazines and on the radio. move (Hope is what drives us), and was made up of four phases: Year by year, the campaign is ever more present in ■■ First phase - Manifesto: The intention was to increase curiosity the social networks and on the Internet. In 2011, a and reflection around the word HOPE. new website (www.criancaesperanca.com.br) increased

transparency, informing ways of donating, the flow of donated ■■ Second Phase - Hope is what drives us: This stage raised funds, projects supported, activities in Criança Esperança awareness of Brazilians, with the statement “Hope can feed people, spaces and also what happens in the wings of the great show campaigns and even a country”. broadcast on August 20. Between July and August, there ■■ Third Phase - Feed Hope: With the beginning of the donations were 944,699 hits, an increase of 151% compared to 2010. over the phone, it had the theme ‘feed the hope of those who take The campaign also went out on the streets in special action’. In the last week of donations over the phone, films were

REDE GLOBO initiatives, such as Corrida da Esperança (Hope Race) shown of the countdown, as well as broadcasts of films announcing and Dia da Esperança (Hope Day), a Saturday of cultural corporate donations to the campaign. and sports activities in nine projects supported by Criança ■■ Fourth Phase - Continue to feed Hope: The intention was to Esperança. It was a relevant opportunity for the children make known the new platforms for donations to Criança Esperança and youths who benefit through the projects to speak throughout the year. The motto was “make your donation and out and the event was also a showcase of initiatives and contribute to feeding the hope of thousands of Brazilian youths and incentive to donations with the volunteer participation of TV children through other forms of donation: website, lottery shops and Globo staff. shops with the Criança Esperança sign”. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 36 The show, in Arena de Jacarepaguá, in Rio de Janeiro, travelled through the Brazilian regions, with pictures by Cândido Portinari among the props. Amigos da Escola

3 Thousands of friends INSTITUTIONAL FILMS 6 If education is a universal right, it should also be the GLOBO STAFF INVOLVED responsibility of all citizens. This is why Project Amigos da 5 CLASSROOM EVENTS Escola (School Friends) has sought, since 1999, to involve TRAINING OF SCHOOL PRINCIPALS

all segments of society to value public schools and teachers. 13 REPORTS

An initiative of TV Globo in partnership with the National Council 163 thousand PEOPLE MOBILIZED IN SCHOOL EVENTS of State Educação Secretaries (Consed), the National Union of Municipal Education Managers (Undime), Faça Parte Activity of Amigos da Escola: Institute and Unicef, Amigos da Escola established itself as school vegetable patch in Minas Gerais. an initiative of recognized effectiveness: last year, for the third consecutive year, the project received the award Prêmio Top Educação – As Marcas mais Lembradas (Top Education Prize - The Most Remembered Brands), by Revista Educação, social action category. The choice reflects what can be seen in practice:

■■ 5,760 public schools enrolled and receiving information and support material for extracurricular activities.

■■ 3.55 million students involved in school tutoring, activities to encourage reading, good health and quality of life, arts, sports and REDE GLOBO digital inclusion.

■■ 70 thousand volunteers, among teachers, students, family and community members who are proud to be known as “school friends”.

■■ 5 training events for school principals, focusing on the management and development of projects with the support of volunteers. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 38 A school of all for all

Focusing on the theme Educação e Valores (Education and The concepts of the project were present in various actions Values), in 2011, Amigos da Escola directed the attention of carried out throughout the year: society to the importance of the involvement of all in quality ■■ Thematic Days: four national meetings involving 138 thousand education. Events such as days with special themes and days participants. for family school visits, and through institutional campaigns ■■ Family at School Day: over 25 thousand participants in an event and reports, this concept was present in various actions that encourages the presence of parents in schools all over throughout the year and can also be seen on the website. the country. www.amigosdaescola.com.br. REDE GLOBO ■■ Institutional campaign: to raise awareness and mobilize society to According to the directors and discussion groups held in Rio participate in the daily activities of public education. de Janeiro, São Paulo, Minas Gerais and Pernambuco, the ■■ Journalism: Globo newscasts, national and local reports on success project extended the vision of schools, opening up to the practices in public schools and relevant education issues. community component. ■■ I want to be a volunteer: a new study published (website, printed and CD-Rom), to guide those interested in becoming volunteers in local schools.

■■ Monitoring System: special tools for the monitoring of schools enrolled in the program.

Students from ten schools of São Paulo watching

Festival Risadaria. REPORT 2011 SOCIAL INITIATIVES I nitiatives S ocial P rojects and E ducational 39 Ação Global

A party for a better life For many people, Ação Global (Global Action) is the gateway to citizenship. Since 1995, in partnership with Sesi (Industry 5 Social Service), it has held 32,6 million appointments, benefitting INSTITUTIONAL FILMS 18 million people. 102 REPORTS

As in a great party, on a single day and throughout Brazil, 58 GLOBO STAFF INVOLVED various free services are offered, such as the issuing of basic 43 documents, preventive healthcare and legal advice. EVENTS

th 891 mil In 2011, for the 16 year, Globo, the project, its partner PEOPLE MOBILIZED institutions and volunteers promoted citizenship through activities brought together in a great event that filled 31 Brazilian towns on May 14. The success of Ação Global Nacional can be seen in its numbers:

■■ Over 640 thousand citizens assisted (1.8 million appointments). ■■ Over 35 thousand volunteers providing professional services, including Globo staff.

■■ 31 Globo actors visiting the event in all regions of the country (including Alexandre Borges, Fabiana Karla, Malvino Salvador, Paloma Bernardi, Milena Toscano and Edson Celulari). REDE GLOBO

Besides the National Campaign, São Paulo and Rio de Janeiro also held regional events, including: 11 in Rio, involving over 230 thousand people. In an event held in the Criança Esperança Space of Vila Brasilândia, in São Paulo, over 21 thousand people were assisted.

Actors with Alexandre Borges actively participating in Ação

2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES Global program. 40 Esporte Cidadania

Organized by Globo in partnership with Sesi, Esporte Cidadania (Citizenship Sports) promotes sports as a tool for social transformation. On a day which highlights physical skills, values for life quality are transmitted.

Inaugurated in 2006 during preparations for Pan 2007, to REDE GLOBO value sports, the project had its 7th edition last year in 35 Brazilian cities in all the states and in Brasília. The events involved over 304 thousand people, who participated in free sports activities, such as a football tournament and a gymnastics display.

In Ação Global, youth gets first work document.

Champion Fabiana Beltrame in Esporte Cidadania in Honório

Gurgel, in Rio de Janeiro. REPORT 2011 SOCIAL INITIATIVES I nitiatives S ocial P rojects and E ducational 41 Globo Universidade

Sharing experiences to add to knowledge

Created in 1999, the mission of Globo Universidade (Globo University) is to share experiences which add to knowledge. For this to happen, it establishes a permanent relationship with academic circles. Through debates, seminars, publications

and support to research, Globo Universidade has contributed RespirAr Seminar, help in partnership with the School of Medicine of de University of São Paulo (USP). to scientific production and publication, as well as training future professionals. Highlights in 2011:

Since 2008, Globo Universidade has also been present in ■■ RespirAr Seminar – University of São Paulo the programming of TV Globo: on Saturdays, at 7 a.m., the Air pollution in São Paulo was the theme of ‘RespirAr’, program presents reports on the main universities in Brazil held in partnership with the Medical School of São Paulo and the world. In 2011, the program was included in the (FMUSP) and TV Globo. The event brought together programming of Globo Cidadania, which involves Globo specialists to discuss the theme and concluded a Ciência, Globo Educação, Globo Ecologia and Ação. journalistic series produced by Globo. 3rd National Meeting of TV Fiction Researchers Globo Universidade has a website www.globouniversidade. ■■ in Brazil – Ibero-American Observatory of Television REDE GLOBO com.br with reports, interviews, information about support to Fiction. research, seminars and events organized. The visitor can also National and International Intercom Conferences – watch the full versions of programs. ■■ Brazilian Society for Interdisciplinary Communication Studies.

■■ Seminar on Intellectual Property – University of São Paulo. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 42 Amores de Verdade x Verdades do Amor Seminar help in October last year at PUC-Rio University.

58 EVENTS

16 mil PEOPLE MOBILIZED

50 GRADUATE RESEARCH SUPPORTED

51 PROGRAMS REDE GLOBO Television as the object of study

Through partnerships with about 30 universities and scientific entities in Brazil and abroad, Globo Universidade has won the respect of academic circles, by encouraging the exchange of ideas and studies about the world of television. Some project highlights in 2011:

■■ Courses on New Medias (UFRJ), New Medias and Technology Television Fiction in Brazil: Platforms, Convergence and (Instituto Mauá) and Digital TV Specialization (Unisinos-RS) with Virtual Communities), both in partnership with Observatório Globo engineering and technology professionals, who shared their Iberoamericano de Ficção Televisiva (Obitel).

expertise with university students. ■■ International partnerships with Coimbra University, California ■■ Publication of four academic books focusing on television: ‘Estudos University, Westminster University and the Massachusetts Institute de Televisão: Diálogos Brasil – Portugal’ (Television Studies: of Technology.

Dialogs Brazil – Portugal), in partnership with ECO-UFRJ Graduate ■■ 1,7 thousand visits of professors, researchers and students to the Program; ‘Juventudes e Gerações no Brasil Contemporâneo’ installations of Central Globo de Produção (Rio de Janeiro) and (Youth and Generations in Contemporary Brazil), in partnership Central Globo de Jornalismo (São Paulo).

with ESPM; ‘Anuário Obitel 2011: Qualidade na Ficção Televisiva ■■ Support to two communication prizes: Luiz Beltrão de Ciências da e Participação Transmidiática das Audiências’ (Obitel Yearbook Comunicação Prize and José Marques de Melo Prize - Estímulo à 2011: Quality in Television Fiction and Transmedia Participation Memória da Mídia (Encouraging Media Memory).

of Audiences) and ‘Ficção Televisiva Transmidiática no Brasil: ■■ 440 accesses to project website and 20 thousand Twitter Plataformas, Convergência, Comunidades Virtuais’ (Transmedia followers. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES I nitiatives S ocial P rojects and E ducational 43 Insensato Coração, by Gilberto Braga and Ricardo Linhares, in the fight against sexual discrimination. On screen, Haidê (Rosi Campos), Sueli (Louise Cardoso), Hugo (Marcos Damigo), Xicão (Wendell Bendelack) Social Responsibility Themes and Zuleica (Bete Mendes). Joining together for a better world

Globo provides publicity time for social campaigns of non-profit entities and organizations and reaffirms its commitment in promoting social wellbeing. Every year, thousands of free broadcasts cover themes of public interest, promoting citizenship and assuring the fulfillment of rights and the democratization of access to culture. These initiatives, also disseminated through telenovelas and programs of TV Globo, often spill off the screens onto the streets, in movements of great popular mobilization and concrete changes.

Television Drama

Social themes in telenovelas

Entertainment can be a powerful tool to provoke reflections and debates about important social themes in the life of the country and of the viewers of TV Globo. Therefore, in recent years, Globo has collected examples of how television drama can help to transform reality, promoting ethical and universal values and principles, encouraging a change of attitude and new behaviors, promoting social criticism, and bringing debate to relevant issues for society.

Concepts of social relevance are present in all Globo telenovelas and series: in 2011, programming demonstrated over 400 socio-educational scenes and over 1,500 focusing on social issues. Some of the highlights were:

■■ Ti-ti-ti and Insensato Coração, dealing with respect to sexual diversity and resistance to homophobia. Insensato Coração won the first prize Rio Sem Preconceito (Rio without Prejudice), from the Special Office of Sexual Diversity of Rio de Janeiro, and was named to the National Human Rights Prize of the National Human Rights Secretariat.

■■ Fina Estampa, that raised awareness about domestic violence against women. ■■ Malhação, which dealt with breast cancer, drug abuse, eating disorders and teenage pregnancy. ■■ Cordel Encantado, besides valuing Northeast Brazil popular culture, it highlighted the importance of education.

■■ Morde & Assopra and Aquele Beijo, which denounced social injustice and the conflicts caused by intolerance between social classes. REDE GLOBO

■■ Araguaia, which dealt with the importance of legalizing the guardianship of children and teenagers. ■■ A Vida da Gente, is a very realistic picture of modern society, focusing on themes of social relevance : seeking a better quality of life in old age and parental alienation, citizen awareness, information about diseases, new family arrangements and paths to solve conflicts. Domestic violence was one of the issues of social responsibility dealt with in Fina Estampa. In this scene, Celeste (Dira Paes) and Baltazar (Alexandre Nero). 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 46 47 Social Responsibility Themes 2011 SOCIAL INITIATIVES REPORT REDE GLOBO Social Publicity

A window for public utility themes

Globo believes that informing and mobilizing the population on themes of public utility and culture promotes debate and citizenship and contributes to social development. Therefore, it opens opportunities in its programming for campaigns of social relevance. In 2011, the broadcasts of its own and third-party advertisements was about 780 thousand, the equivalent of over R$ 715 million in publicity. Of this total, 134 thousand were through the 117 Rede Globo affiliates that provided the equivalent of R$ 111 million in advertising slots.

In 49 of its own campaigns and in partnership of important institutions, it discussed education, health, the environment and citizenship issues. Among others, we may quote:

■■ Prevention of Dengue fever. ■■ Peace in soccer stadiums. ■■ Five years of the ‘Maria da Penha’ Law. REDE GLOBO ■■ Flooding alerts and requests for donations for victims of rains.

Support for culture, exhibition of Portinari paintings, and also social campaigns – against prejudice toward the disabled and homosexuals. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 48 Besides holding its own campaigns, Globo provides advertising slots for organizations of civil society, medical societies and non-profit entities. Some of the 181 campaigns supported last year were:

■■ Selo Escola Solidária (Solidarity School Seal), to encourage school volunteers, in partnership with Instituto Faça Parte. OWN CAMPAIGNS AND IN PARTNERSHIP: ■■ First immediate dose of antibiotics in health clinics, in partnership with 311,575 SPOTS the Catholic Child Pastoral Ministry. FREE PUBLICITY EQUIVALENT TO ■■ Fighting sexual exploitation and child abuse, in partnership with WCF R$ 310 million Institute – Childhood Brazil. (NOT INCLUDING PRODUCTION COSTS) THIRD-PARTY CAMPAIGNS: ■■ Inclusion and rights of people with Down’s Syndrome, in partnership with 408,161 SPOTS Instituto MetaSocial. FREE PUBLICITY EQUIVALENT TO Carinho de Verdade (True Kindness), fighting child abuse and sexual ■■ R$ 311 million exploitation, in partnership with the National Council of SESI.

CULTURAL SUPPORT: REDE GLOBO ■■ Quem Ama Abraça (Those Who Love Embrace), fighting domestic violence 60,706 SPOTS against women, in partnership with REDEH (Human Development FREE PUBLICITY EQUIVALENT TO Network), Ford Foundation and Magna Mater Institute. R$ 94 million ■■ Mobilization against child mortality, with Abrinq Foundation. Total:

■■ Prêmio Innovare, a prize encouraging good practices in the judiciary. 780 thousand SPOTS FREE PUBLICITY EQUIVALENT TO Culture is also included with the broadcasting of artistic shows, R$ 715 million exhibitions, festivals and cultural events throughout the country. Last year, this support corresponded to over R$ 94 million, in campaigns such as:

■■ Rio de Janeiro Biennal Book Exhibition. ■■ 13º Book Show for children and youths, by National Child and Youth Book Foundation - FNLIJ.

■■ CUFA (Slum Dwellers Center) Initiatives: Anu Prize, Slums Cup.

■■ Back2Black Festival. Exhibition of Cândido Portinari’s panels “Guerra e Paz” (War and Peace). ■■ REPORT S ocial R esponsibility T hemes 2011 SOCIAL INITIATIVES 49 Social Publicity

Globo Teatro

Since 2006, Globo has had a special project to promote Brazilian theater. Besides publicizing plays and festivals,

REDE GLOBO with over four thousand short films in programming intervals, it also published a weekly page in the newspapers O Globo and O Estado de São Paulo and through the portal www.globoteatro.com.br, with articles, reports, videos and interviews. ‘Alice through the Looking Glass’ – play by Grupo Armazém. In the detail, the site of Globo Teatro. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 50 CEDOC

Contribution to the history of television

The history of a country is written every day in each act of government, public manifestation, sports achievement, and R$ 3.4 million PUBLIC AND PRIVATE INSTITUTIONS also in the various cultural productions. For 36 years, the Centro de Documentação da TV Globo (CEDOC) has R$ 184 thousand UNIVERSITIES AND COLLEGES been the repository of this history. R$ 108 thousand ORGANIZATIONS OF CIVIL SOCIETY

With millions of texts, photos and images produced for the R$ 3.7 million TOTAL PROVIDED newscasts, sports and entertainment programs, it is an important work tool for TV Globo professionals to consult and for new programs. REDE GLOBO

As a way of sharing access to this collection, Globo tries to provide access for research and use of the content. In this way, pictures, texts and photographs can be used to support exhibitions, documentaries, academic research, business events and programs of public TV. 1965 1970 1974

In 2011, CEDOC provided 54 hours of images, in response to 126 requests made by public institutions, private companies, universities, non-government and non-profit organizations, providing free access to content worth R$ 3.7 million. 1975 1988 1993

Evolution of Rede Globo logos. 1995 2000 2005 2011 SOCIAL INITIATIVES REPORT S ocial R esponsibility T hemes 2011 SOCIAL INITIATIVES 51 Social Mobilization

Brasil sem cigarro

In 2011, Fantástico showed the series ‘Brasil sem Cigarro’ measuring blood pressure, respiratory capacity and measuring (Brazil without Cigarretes) and promoted a large campaign with a monoximeter, providing information to those interested against smoking in Brazil. The series of 6 episodes presented in stopping smoking. The numbers show the success of by Dr. Dráuzio Varella, a well-known cancer specialist and a the action: national medical reference, followed the first 30 days of three 10 cities visited: Belém, Belo Horizonte, Brasília, Fortaleza, Goiânia, Brazilians who decided to stop smoking. ■■ Manaus, Porto Alegre, Recife, Rio de Janeiro and São Paulo.

Together with the experience of participants, the program ■■ 34 thousand participants. provided information, guidance and advice for those ■■ 2.8 thousand nicotine-dependence tests. interested in dropping smoking. Brazil without cigarettes also held itinerant events in partnership with the National Cancer During these events, there was a large waste bin in a place Institute (Inca) and the Trade Social Service (Sesc). With with many passersby, drawing attention to the campaign and Dr. Dráuzio Varella, these actions provided services such as inviting smokers to dispose of their cigarette packs. REDE GLOBO

‘Cinzeirão’ (Big Ashtray) in Rio de Janeiro, an example of participation in the anti-smoking program in capital cities. 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 52 REDE GLOBO

Dr. Dráuzio Varella was in Porto Alegre and took part in activities against smoking. See below, medical examinations offered to local people. 2011 SOCIAL INITIATIVES REPORT S ocial R esponsibility T hemes 2011 SOCIAL INITIATIVES 53

Social Mobilization

Medida Certa

The awareness that everyone must seek a healthier life ■■ The Project has a blog with participants’ testimonies and cannot come only as a suggestion, a good example has to information about healthy food and a healthy life, as well as tools be given. Therefore, journalists Renata Ceribelli and Zeca for those willing to follow the example of the journalists, such as an Camargo accepted the challenge of Fantástico for a big app for mobile phones. turnaround: changing eating habits, doing physical activities, ■■ The experience also inspired a book: ‘Medida Certa – Como and loosing weight. The steps they took to change were Chegamos Lá’ (Correct Measurements – How we got there). watched by the public in the spot Medida Certa (Correct Body Measurements) aired in 2011. Dengue fever The undertaking represented four months of hard work, monitored by the physical trainer Marcio Atalla and by a In 2011, Globo joined the official campaign to preventDengue fever in the State of Rio de Janeiro: ‘Dez minutos contra a multidisciplinary medical team. More than a spot, Medida REDE GLOBO Certa became a project that took to the streets, inviting the dengue’ (10 Minutes against dengue fever). Besides films, population to commit to a better quality of life. The success TV Globo supported three awareness events in Rocinha, of the project can be seen in the various activities that went Baixada Fluminense and Santa Cruz. Globo journalism beyond the limits of television: gave full coverage to these activities, which also included well-known actors and actresses. Globo was also involved in Renata Ceribelli e Zeca Camargo visited various capital cities, ■■ the event MMA against Dengue fever, in which old tires were leading the marches for ‘Medida Certa – Siga esse Caminho’ exchanged for tickets. (Correct Body Measurements – Follow this Path), promoted in 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES partnership with Sesi and involving 56 thousand people.

■■ Among the cities involved in the event, Belém, Belo Horizonte, Goiânia, Recife and Florianópolis, Vitória had the largest number of people – 12 thousand participants.

At the side, Zeca Camargo and Marcio Atalla in Caminhada Medida Certa (“walk in the right measure”), in Quinta da Boa Vista, in Rio de Janeiro. S ocial R esponsibility T hemes 55 Learn More

CRIANÇA ESPERANÇA NORTHEAST

PERMANENTLY SUPPORTED PROJECTS ALAGOAS Centro Educacional Miosótis Child Hope Spaces Project: Miosótis; Escola para Vida

Child Hope Spaces in Cantagalo, BAHIA Pavão/Pavãozinho - Rio de Janeiro GACC-BA - Grupo de Apoio à Criança com Câncer Child Hope Space in Brasilândia - São Paulo Project: Mais Música, Mais Leitura, Mais Esperança

Child Hope Space in Jaboatão dos Guararapes - Pernambuco Associação Comunitária dos Amigos do Centro São João de Deus Child Hope Space in Aglomerado da Serra - Minas Gerais Project: Brincando Também se Aprende

Catholic Child Pastoral Ministry – all over Brazil Grupo Cultural Bagunçaço Project: Bagunçaço Arte e Educação

PROJECTS SUPPORTED (BY REGION) Associação Sociedade dos Músicos do Extremo Sul (SOME) - Orquestra Sinfônica do Descobrimento NORTH Project: Geração de Sons Associação Humana Povo para Povo Brasil - HPP-BRASIL ACRE Projeto: Imagem do Sertão Centro Projeto Axé de Defesa e Proteção à Criança e ao Adolescente Instituto Feijó Acre (IFA) Project: Anábasis - Caminho para o Alto Project: Oportunidade e Dignidade CEARÁ AMAZONAS Associação Comunitária Irene Cruz - SIC Associação de Apoio à Criança Com HIV - Casa Vhida Project: Do Campo o Aprendiz - Cidadão do Futuro Project: Fazendo da Vhida uma Alegria Sociedade para o Bem Estar da Família - SOBEF PARÁ Project: Ciranda Cultural

Obras Sociais da Diocese de Santarém – Catholic Child Pastoral Project: Associação Comunitária de Várzea Alegre - ACOMVA Mobile Library Project: Infância Cidadã REDE GLOBO Associação Bragantina de Música - ABM Associação Beneficente Luzia Lopes Gadelha - A. B. L. L. G. Project: Sons do Caeté/PA: Preservação, Educação e Cidadania Project: Cultura Com Arte RONDÔNIA MARANHÃO

Associação de Mães, Idosos e Crianças Carentes Associação de Moradores do Conjunto Maiobao do Bairro Cidade Nova - AMICC Project: Abrindo Fronteiras com a Música Project: Educando para Proteger Associação Comunitária e Educacional José Rocha - ACERJOR Project: Projeto Digital para o Desenvolvimento da Educação do Jovem do Campo

Associação Afro Didara & Companhia Bumba-Crioulo Didara São José Project: Oficina de Gente Trabalhando com Arte, Cultura e Educação 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 56 PARAÍBA MATO GROSSO DO SUL

Associação Educativa Livro em Roda - Mulher dos Livros Amigos da Criança e do Adolescente - ACA Project: Livro Em Roda Project: Formando Cidadãos de Bem

PERNAMBUCO MATO GROSSO

Associação Lar do Neném Associação Kadosh Project: Todas as Crianças São Crianças de Todos Project: Pequenos Jovens Grandes Talentos

Centro de Crianças e Jovens - RECREARTE Associação de Amigos da Criança com Câncer de Mato Grosso - AACC-MT Project: Chances Iguais Project: Encenando Alegria

Associação da Escola de Samba Estudante de Santo Antonio Project: Projeto Tocando Certo SOUTHEAST

RIO GRANDE DO NORTE ESPÍRITO SANTO

Associação dos Moradores dos Bairros Frutilândia I, II e Fulô do Mato Lar Batista Albertine Meador - Lar Batista de Vitória Project: Centro de Convivência e Participação Social São Francisco Project: Saltos para o Futuro

Núcleo de Desenvolvimento Social (NDS) Instituto Luiz Braille do Espírito Santo - ILBES Project: Nova Jerusalém, A um Passo do Futuro Project: O Aprendizado da Escrita em Braille

SERGIPE MINAS GERAIS

Clube das Mães Nossa Senhora das Graças Associação Minasnovense de Promoção ao Lavrador e Project: Projeto Semente da Vida à Infância da Área Rural - AMPLIAR Project: Casinha de Cultura - Espaço de Vivência e Convivência MIDWEST Instituto Adamantino Acurar Project: Casa de Passagem Flor de Liz Brasília Instituto Nosso Lar - INLAR REDE GLOBO AFMA - Ação Social Comunitária Project: Semeando Ações Project: Passeando nos Jardins de Monet Lira Santo Antônio Lar Assistencial Maria de Nazaré Project: Escola de Música da Lira Santo Antônio Project: Formando Músicos para Toda a Vida Sociedade Protetora da Infância - Escola Profissional Irma Luiza Centro de Convivência e Recreação Luz no Caminho Project: Escola Viva - Sensibilização Ambiental Project: Tecnologia para o Futuro e Práticas para uma Vida Sustentável Instituto Berço da Cidadania RIO DE JANEIRO Project: Roteiros para Cidadania Escola Fábrica de Espetáculos - Spectaculu GOIÁS Project: Spectaculu 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES Associação Missionária Evangélica Vida Missão Vida Instituto Reação Project: Centro Educacional Vida - Formação de uma Fanfarra Project: Reação 2011 e Cozinha para Curso de Culinária Associação Niteroiense dos Deficientes Físicos Casa de Moisés Project: Projeto Dançarte

Project: Contando Histórias e Construindo Futuros K now M ore 57 Learn More

Balé de Câmara de Barra Mansa Sociedade Amigos do Bairro do Rocio - Sabro Project: Dança & Magia Project: Galera

Associação de Desenvolvimento Educativo Cultural Obra Social Maria Madalena Project: Projeto Jurujuba Project: Conviver - Convivência Familiar e Comunitária Instituto de Estudos da Religião - ISER Project: Terra das Crianças: Por uma Cultura de Amor SOUTH

Instituto Central de Cidadania - ICEC PARANÁ Project: Projeto Pé na Escola II

Observatório de Favelas do Rio de Janeiro Instituto Social Vó Durvina Project: Pinhole: Descobertas e Autorias Project: Profissionalização com Qualidade

Comitê para Democratização da Informática - CDI Casa Acolhedora Mãe e Senhora de Todos os Povos Project: CDI Esperança Project: Inclusão Digital: Construindo o Futuro

Associação Meninas e Mulheres do Morro - MMM Casa da Criança Ana Zornig Project: Costurando as Palavras Project: Tocando com a Aninha!

Projeto Social Ajax Associação Faça uma Criança Feliz - ONG Criança Feliz Project: Escolinha de Inglês do Projeto Social Ajax Project: Rede Jovem e Cidadania

Associação do Movimento de Compositores da Baixada Fluminense - AMC Associação de Pais e Amigos do Deficiente Visual - APADEVI Project: Apresentações Musicais e Saídas Culturais Project: Inclusão Digital

SÃO PAULO RIO GRANDE DO SUL

Associação dos Deficientes Físicos de Lorena - ADEFIL Instituto Lenon Joel Pela Paz Project: Projeto Artesão Project: Educando Pela Paz: O Despertamento de Dons como Possibilidade de Transformação Social Associação dos Deficientes Visuais de Ribeirão Preto e Região - ADEVIRP Lar da Criança Henrique Liebich Project: Voz que Transforma Project: Transformando Vidas

Casa de Apoio à Vida - CAVI Grupo de Apoio à Prevenção da Aids - GAPA-RG Project: Gest-Ação Project: Sociedade Alternativa

Serviço de Aprendizagem Rural ao Adolescente - ONG SARA Associação Filhas de Santa Maria da Providência REDE GLOBO Project: Programa de Capacitação para Inserção Project: Ação Verde, Terra Viva... - Vida! de Adolescentes no Mercado de Trabalho SANTA CATARINA APM do Cema Dorival Rossi Project: Oficina de Percussão Associação Amor pra Down Project: Caminhos da Inclusão Escolar para Pessoas com Síndrome de Down Profame Project: Sala de Leitura Roda Viva Associação Cultural Social Desportiva e Eventos Simões Project: Abrindo o Horizonte para os Jovens Cidadãos Instituto Monsenhor Antunes Project: Projeto Cine Arte Debate Andrezinho Cidadão

Centro Social Comunidade Carisma Project: Educando para a Cidadania 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 58 Ação Global National PARANÁ Social Publicity – Ortigueira ACRE Campaigns held through RIO DE JANEIRO Rio Branco partnerships or by third- Rio de Janeiro ALAGOAS RIO GRANDE DO NORTE parties Maceió Natal Abrace a Serra AMAZONAS Mossoró Ação da Cidadania Manaus RIO GRANDE DO SUL AMAPÁ Porto Alegre Acervo Digital de Cultura Negra Brasileira (Cultne) Porto Grande RONDÔNIA Acervo Mario Lago BAHIA Porto Velho AfroReggae Salvador RORAIMA Feira de Santana Boa Vista Anima Mundi 2011 CEARÁ SANTA CATARINA APAE Jaguaruana Pinhalzinho Arquidiocese do Rio de Janeiro

DISTRITO FEDERAL SÃO PAULO Arquivo Nacional

Samambaia Norte São Paulo Assembleia Legislativa do Estado do Rio de ESPÍRITO SANTO SERGIPE Janeiro (Alerj) Aracaju Associação Beneficente Beit Lubavitch São Mateus TOCANTINS GOIÁS Associação Brasileira da Igreja de Jesus Cristo Porto Nacional dos Santos dos Últimos Dias MARANHÃO Ação Global Regional Associação Brasileira da Propriedade MINAS GERAIS Intelectual REDE GLOBO Rio de Janeiro Vespasiano Associação Brasileira de Produtoras MATO GROSSO Vila Cruzeiro Independentes de Televisão Cuiabá Nova Friburgo Associação Brasileira de Produtoras MATO GROSSO DO SUL Salgueiro Independentes de Televisão (ABPI TV) Campo Grande Complexo do Alemão Associação Brasileira Interdisciplinar de AIDS (ABIA) PARÁ Forte do Leme Nova Iguaçu Associação Civil Greenpeace Tucuruí Rio das Ostras PARAÍBA Associação Cruz Verde Gamboa Caaporã Associação Cultural Cândido Portinari Queimados PERNAMBUCO Associação Cultural Mix Brasil Resende Barreiros Associação Cultural Oswaldo Goeldi PIAUÍ São Paulo Vila Brasilândia Picos REPORT K now M ore 2011 SOCIAL INITIATIVES 59 Learn More

Associação Cultural Panorama Centro de Cultura, Informação Federação Israelita do Estado e Meio Ambiente do Rio de Janeiro (FIERJ) Associação de Assistência à Criança Deficiente (AACD) Centro de Estudos Francesco Viscomi Escola Politécnica da USP: Feira Brasileira de Ciências e Engenharia Associação de Interesse Cinefoot Festival Público Or Avrohom (Oram) Feira de São Cristovão Circuito das Artes do Jardim Botânico Associação Desportiva para Deficientes (ADD) Festival de Diversidade Cultural - Comitê para a Democratização da Tangolomango Associação dos Amigos do Theatro Municipal Informática (CDI) do Rio de Janeiro Festival de Teatro Universitário Comunidade Evangélica Internacional Associação Imaginário Digital da Zona Sul Festival Internacional de Filme sobre Deficiência Associação Mario Penna Confederação Israelita do Brasil Festival Internacional de Televisão Associação Mário Tannhauser de Ensino, Conferência Nacional dos Bispos Pesquisa e Assistência (Amtepa) do Brasil (CNBB) Festival Vale do Café 2011

Associação Nacional de Defensores Públicos Conferência Regional sobre Mudanças Força Aérea Brasileira Climáticas Associação Nacional dos Defensores Públicos Fundação Abrinq Federais (Anadef) Conselho Internacional do Esporte Militar: Fundação Ary Frauzino para Pesquisa e Associação Nacional dos Membros do Conselho Nacional de Justiça Controle do Câncer Ministério Público (Conamp) Conselho Nacional do SESI Fundação de Arte de Niterói Associação Niteroiense de Deficientes Físicos Conselho Regional de Fonoaudiologia - 1ª região Fundação Ford / Instituto Magna Mater / Associação Parceria Contra Drogas REDEH - Rede de Desenvolvimento Humano Crescer e Viver Atitude Brasil Fundação GoodPlanet Cruzada do Menor Avenida Brasil - Instituto de Criatividade Social: Fundação Marechal Roberto Trompowsky Dell Arte Soluções Culturais Agência de redes para a juventude Fundação Nacional do Livro Infantil e Juvenil Dia Mundial de Conscientização do Autismo Back2Black Festival Fundação Pró-Sangue Hemocentro de São Paulo Disque Denúncia Banco da Providência Fundação Roberto Marinho Doutores da Alegria Associação Cultural Educacional Fundação SOS Mata Atlântica Beneficente Beit Lubavitch Dream Factory Comunicação e Eventos: REDE GLOBO Projeto Social Rock in Rio Fundação Victor Civita Bex Feiras e Eventos: Art Rio 2011 Embaixada da Índia Fundição Progresso Câmara Municipal de São Paulo Endeavor Brasil Fundo Social de Solidariedade do Câmara Portuguesa de São Paulo Estado de São Paulo (Fussesp) Exército Brasileiro Central Única das Favelas (Cufa) Grupo de Apoio ao Adolescente Fagga Promo Eventos - Bienal do Livro Centro Afro Carioca de Cinema e à Criança com Câncer (GRAACC) Federação Brasileira de Instituições Centro de Articulação de Guru Produções Culturais: Tedex Rio Filantrópicas de Apoio à Saúde Populações Marginalizadas da Mama (Femama) Hutuz Cultural 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 60 Instituto Arte do Futebol Brasileiro Observatório de Favelas do Rio de Janeiro Sociedade Franco Brasileira de Oncologia

Instituto Atlântico: Impostos ONG Visão Mundial Sociedade Mundial de Proteção ao Animal (WSPA) Instituto Brasileiro de Análises Sociais Pastoral da Criança e Econômicas (Ibase) Sociedade União Internacional Pinakotheke Cultural Protetora dos Animais Instituto C&A de Desenvolvimento Social Prefeitura do Rio de Janeiro: Box 1824 Planejamento e Marketing Ltda: Carnaval sem preconceito Instituto Crack nem Pensar Projeto Sonho Brasileiro Pró-Criança Cardíaca Instituto Cultural Cidade Viva Studio 3 Espaço de Dança Projeto Rondon Instituto Democracia e Sustentabilidade Studio Festi do Brasil Rede Não Bata, Eduque Instituto Desiderata Subsecretaria de Comunicação Social Instituto Faça Parte Retiro dos Artistas da Casa Civil RJ - Cinema para Todos

Instituto Hidroambiental Águas Brasil Rio Comicon Todos pela Educação

Instituto Innovare Rio Content Market Tribunal Superior do Trabalho

Instituto MetaSocial Riotur União Nacional dos Estudantes (UNE)

Instituto Millenium: tributação transparente Evento Risadaria Unic Building Comunicações: Congresso Internacional para Líderes da Comunicação Instituto Moreira Salles Safernet Brasil Universidade de São Paulo (USP) - 8a Mostra Associação Independente dos Blocos de Instituto Música no Museu Internacional de Cinema Negro Carnaval de Rua da Zona Sul, Santa Teresa e World Childhood Foundation - Childhood Brasil Centro da Cidade de São Sebastião Universidade Estadual Campinas - Imperial Irmandade de Nossa Senhora da do Rio de Janeiro (Sebastiana) 3ª Olimpíada Nacional em História do Brasil Glória do Outeiro Secretaria de Direitos Humanos Viva Rio da Presidência da República IV Fórum Internacional de Comunicação e Voz da Comunidade

Sustentabilidade Secretaria de Políticas para as Mulheres REDE GLOBO WWF Brasil Lado A: Festival I Love Jazz Secretaria de Segurança Pública de São Paulo Z’as Produções Culturais: Festival Internacional Laffilmes Cinematográfica LTDA: Exposição Sociedade Brasileira de Arritmias Cardíacas de Humor do Rio de Janeiro Cartaz em Cartaz Sociedade Brasileira de Cardiologia Ministério da Justiça Sociedade Brasileira de Dermatologia Ministério da Saúde Sociedade Brasileira de Diabetes Conselho Nacional de Procuradores-Gerais - Ministérios Públicos dos Estados e União Sociedade Brasileira de Endocrinologia e Metabologia Movimento Rio Eu Amo Eu Cuido Sociedade Brasileira de Fonoaudiologia Museu Nacional Sociedade Brasileira de Geriatria e Museu Villa-Lobos Gerontologia (SBGG) 2011 SOCIAL INITIATIVES REPORT K now M ore 2011 SOCIAL INITIATIVES 61 Rede Globo de Televisão

OVERALL INFORMATION

Funded in 1965. 12,000 employees and 122 broadcasting stations (5 owned and 117 affiliates). Covers 98,6% of the Brazilian municipalities / 99,5% of the population. Audience Share: 46% in 2011 (07am – 12pm). Production volume: 2,332 hours or 3,039 episodes in 2011, including telenovelas, mini-series, variety shows, shows and events

FOREIGN MARKET Internet GLOBO BRANDS Present in 115 countries, Audience leader in news, sports 265 new products and 32 DVDs launched. with 580 thousand home viewers. and entertainment sites, with G1,

Globoesporte.com and Globo Premium cable TV channel, in Portuguese. Entretenimento. GLOBO FILMS Distributed by over 70 operators around 3 million Twitter followers. 114 films, with 130 viewers in local the world. cinemas. 1.9 million potential viewers DIGITAL TV 2011 highlight – “De Pernas pro Ar” and 66 products sold to 97 countries “Cilada.com”, comedies that totaled in 30 languages – only in 2011. Digital coverage for 44% of the population 3,6 and 3,0 million viewers, respectively. and 45 local programs produced in HD. 4,200 hours of programming transmitted to 190 countries in Globo TV Sports www.redeglobo.com.br Channel. Follow @rede_globo Like www.fb.com/RedeGlobo REDE GLOBO

PRODUCTION AND COORDINATION Central Globo de Comunicação (CGCOM)

GRAPHIC DESIGN Refinaria Design

PHOTOGRAPHY Cover: Mila Petrillo and Kiko Cabral 2nd and 3rd covers: Mila Petrillo Chapter opening photographs: Estevam Avelar, Max Moure, Mila Petrillo and João Cotta 2011 SOCIAL INITIATIVES REPORT 2011 SOCIAL INITIATIVES 62 Young students in the Comitê para a Democratização da Informática (CDI), in Rio de Janeiro.