BNP PARIBAS PRIZE FOR INDIVIDUAL PHILANTHROPY 2012

Honoring philanthropic values: (from left) Special prize winner Michael de Giorgio; Sofia Merlo, co-CEO of BNP Paribas Wealth Management; Mustafa Koç, representing the Koç family, last year’s grand prize winner; 2012 grand prize winner The BNP Paribas Prize for Individual Viviane Senna da Silva Lalli; Jean-Laurent Bonnafé, CEO of Philanthropy, now celebrating its fifth BNP Paribas; Suzanne Berger, chair of the jury; and Vincent consecutive year, honored two new laureates at a Lecomte, co-CEO of BNP Paribas Wealth Management. ceremony in Paris on the evening of June 20

BNP PARIBAS WEALTH MANAGEMENT | Philanthropy services Providing expertise on how to transform EVENT | 2012 award ceremony Creating concrete and sustainable change the desire to give into concrete action hilanthropy, literally ‘‘love of humanity’’ in its through the lives of young people original Greek meaning, is a broad, all-encom- P passing concept. Those who really want to help he winners of the fifth BNP Paribas Prize for Indi- quality of the national educational system and helps humanity through philanthropic action must not only vidual Philanthropy were announced at acere- millions of children stay in school and live better lives narrow down their free-flowing goodwill to target spe- T mony held in Paris on the evening of June 20. thanks to the improved quality of their schooling. cific causes, places and times, but must also find The grand prize went to Viviane Senna da Silva Lalli of practical, effective ways to channel and implement Special prize the Instituto for her work with the Brazili- their assistance. Sparked by demand from its clients an educational system, while the special prize was Michael de Giorgio, founder of Greenhouse, also for just that kind of help, BNP Paribas Wealth Manage- awarded to Michael de Giorgio, founder of Green- wanted to do something to help disadvantaged chil- ment started offering philanthropy services in 2008, house, an organization that uses sports to help im- dren on his home turf. In 2002, the retired financial at the same time that it founded the BNP Paribas Prize prove the lives of disadvantaged children in London. consultant had the idea of reaching out to kids in poor for Individual Philanthropy. neighborhoods by involving them in sports and per- One part of the two-pronged offer is the Fondation Grand prize

forming arts through their schools. His charity, Green- de l’Orangerie for Individual Philanthropy, which pro- MANAGEMENT In accepting the award from Jean-Laurent house, hires and trains coaches who not only get the poses an array of prevetted and carefully monitored Bonnafé, chief executive officer of BNP Paribas, young people involved in sports activities, but also philanthropic projects for clients to choose from, dis- Senna da Silva Lalli said: ‘‘I feel particularly grateful provide role models and act as mentors for them. tributed among such fields as health, education and WEALTH because with this prize we had the opportunity to high- In accepting the prize, he said that winning the prize culture, and based in different parts of the world. This

light the need to offer children and young people who was an ‘‘endorsement that sport, when used in the right option is suitable for those who are looking for a turn- PARIBAS study in public schools real opportunities way, can make areal difference to the key solution that will not require a major time invest- BNP to fully develop their potential.’’ The prizes lives of young people in disadvantaged ment. Those clients who have concrete ideas about The was foun- were awarded communities.’’ how they want to give or even those who have no idea Nathalie Sauvanet, head of Individual Philanthropy at ded by Senna da Silva Lalli in 1994 afew The prizes were awarded at a ceremo- where to start but want to be more personally involved BNP Paribas Wealth Management. months after her brother, the three-time at a ceremony ny held at the headquarters of BNP Pari- can turn to the Philanthropy Advisory for champion Ayrton Senna, held at the bas in the heart of Paris, in the presence tailor-made assistance. clients realize they are better off with asimple solu- died in aracing accident at the age of 34. of high-profile international philanthro- Both services are headed by Nathalie Sauvanet, tion. She cites the case of a Belgian client of BNP Pari- Having prospered from his career, the headquarters of pists and experts on the subject. This whose role takes her into a surprising multiplicity of bas Fortis Private Banking who wanted to create a charismatic Ayrton Senna, a beloved fig- BNP Paribas in year, jury members were Professor Suz- fields and areas of expertise. No matter how specific foundation to award a prize in a medical field. The Phi- ure in Brazil and renowned throughout the the heart of anne Berger, Yann Arthus Bertrand, Mi- or technical a client’s request, she is ready to reach out lanthropy Advisory’s analysis showed that creating world, had often given money privately to chael Golden, Lorenz von Habsbourg, to one of the bank’s experts in the right department in the necessary structure would cost as much as the Paris help Brazilian street children, but he Anand Mahindra, Maria Nowak, Jacques RAULT the right part of the world, from Europe to Asia. scholarships themselves and found another solution: wanted to create something more struc- Rigaud, Louis Schweitzer, Professor Am- If the topic hasn’t yet been covered by the bank, an existing foundation operating in the same field that tured and permanent for his country. Not long before artya Sen, Rahmi Koç (representing the Koç family, she may research it herself or ask one of her special- was willing to give prizes in the donor’s name. he died, he asked his sister to look into setting up an the 2011 grand prize winner) and Peter Carey (the ists to do it. Recently, for example, she took an in- The entrepreneurial philanthropist is also becom- organization that would provide better educational op- 2011 special prize winner). DOMINIQUE depth plunge into the subject of autism because acli- ing more common in Asia, where the bank is seeing a portunities for Brazilian children. Says Berger of this year’s grand prize winner: ‘‘Vivi- ent wanted to give to the cause. ‘‘Cus- growing interest in philanthropy, according While the idea originated with her brother and the ane Senna da Silva Lalli represents a shining example Wealth Management Senior Consultant François Ladreit de Lacharrière, the foundation’s executive di- to provide role models for its clients and other SPECIAL PRIZE WINNER | Michael de Giorgio, Greenhouse tomer service comes first,’’ she says. ‘Customer to Vincent Lecomte, the other co-chief Instituto Ayrton Senna was created with funds from of all the best and deepest impulses that motivate in- Debiesse, was ‘‘Can Philanthropy Be Inherited?’’ The rector. They talked about the tricky business of philanthropists. The grand prize winner is chosen for ‘‘Setting up a philanthropic project is a service comes executive officer of BNP Paribas Wealth his legacy, it was Senna da Silva Lalli who turned it into dividual philanthropy: recognizing a burning human discussion, moderated by Anne-Claire Pache, holder passing on afoundation to one’s heirs, who may or laudable dedication, professionalism and results, and Enlisting the power of sports as an agent for social change very personal step. My job is to under- Management. ‘‘Awareness of social the thriving organization it is today and keeps it going problem, realizing that you have the will and resources of the Philanthropy Chair at the French business may not be interested in continuing its work. is awarded a photography book produced by the bank stand the needs of the client and find the first. Setting up needs is increasing,’’ he says, adding that with the added help of outside fund-raising to supple- to bring about change on that problem and commit- school ESSEC, took place between Marc Ladreit de The BNP Paribas Prize for Individual Philanthropy and dedicated to his or her philanthropic activities. ichael de Giorgio, a sporting man and asup- more girls through such activities as dance and by re- most relevant solution to respond to a philanthropic Asians are taking a greater interest in lo- them.’’ ment its endowment. The institute, which provides ting to making that difference.’’ Lacharrière, who created the Fondation Culture et was created in 2008 by BNP Paribas as a way of The special prize award is based on strong personal porter of England’s Chelsea soccer team, cruiting more female coaches. project is a very cal issues and becoming more involved in teacher-training programs as well as teaching materi- As it is each year, the ceremony was preceded by a Diversité in 2006 to help provide art education to drawing attention to the sustainable achievements of involvement in alocal project and includes a cash M has long believed in the power of sports as a Says jury member Suzanne Berger: ‘‘This year’s The pertinence of these services can shaping their philanthropic actions. They als and methods to schools all over Brazil, boosts the debate. This year’s topic, introduced by BNP Paribas special-needs students, and his daughter, Eléonore exemplary philanthropists and, at the same time, prize of ¤50,000 ($62,000). [ vector for social change. ‘‘It’s something that has award to Michael de Giorgio shows how innovation in be measured by their success. Since personal step’ are also more actively promoting causes helped me and given me support,’’ he says. ‘‘And for philanthropy can come about through identifying new their introduction, the number of clients of and seeking exchanges with peers. ‘‘More foreigners in England, it’s an important way of making and efficient ways of meeting great need: it takes an the Fondation de l’Orangerie has grown by one-third widely,’’ he adds, ‘‘the trends suggest that philanthro- friends and breaking down barriers.’’ innovator like Michael de Giorgio to see that the under- every year, and that of the Philanthropy Advisory has py is growing and will play an increasing role in society GRAND PRIZE WINNER | Viviane Senna da Silva Lalli, Instituto Ayrton Senna CASE STUDY | Instituto Ayrton Senna That belief had laid the ground for the utilized sports facilities in some privileged doubled every year. as the recession hits public finances in many coun- moment of inspiration that occurred one De Giorgio runs schools in London could, with the proper Sofia Merlo, co-chief executive officer of BNP Pari- tries.’’ The future of the prize therefore looks secure: A race-car driver’s lasting positive legacy Through dance, a path to university and Paris day when de Giorgio picked up his son from organization, be used by many other bas Wealth Management, notes that the bank ‘‘was ‘‘The prize has now existed for five years, and we are a private school in London and noticed its Greenhouse like children.’’ the first to propose such acomplete philanthropic of- proud of its ability to more widely showcase all of any philanthropic enterprises are born of worth $70 million, to the newly formed Instituto Ayrton he Instituto Ayrton Senna has helped educate school in Fortaleza, Ceará, which has a partnership playing fields lying empty. Why not put a business, In addition to contributing his own fer in the euro zone.’’ She adds that more and more these remarkable initiatives.’’ tragic circumstances, but the seed for the In- Senna, which later began to attract donations from nearly 16 million Brazilian children since it was with the Instituto Ayrton Senna. them to use for the benefit of other kids, he ensuring that money to Greenhouse, de Giorgio works philanthropists today are taking an entrepreneurial As part of its complimentary philanthropy services, M stituto Ayrton Senna, the grand-prize winner private enterprises as they became aware of the ef- T founded in 1994. That impressive but dry figure Her talent quickly shone through, and when she thought, who are not as fortunate? full time as its unpaid chief executive of- approach to giving. ‘‘That means not just making a fi- BNP Paribas Wealth Management helps encourage of the 2012 BNP Paribas Prize for Individual Philan- fectiveness of its programs. omits the fact that each one of those millions of chil- was only 10 years old, she was whisked off on a tour. After selling his financial consultancy, every penny ficer. Aware that charities often have a nancial commitment,’’ she says, ‘‘but also putting those exchanges internationally by bringing philan- thropy, was planted during a conversation between For Senna da Silva Lalli, education was the natural dren has a story. For many in Brazil, extreme poverty ‘‘Just imagine!’’ she says. ‘‘A 10-year-old child from Portman Consultants, in 2002, he had is spent reputation for being poorly managed, he their managerial skills to work and measuring the so- thropists together to share experiences and best the famed 34-year-old Formula One driver Ayrton focus for the foundation. ‘‘Our country has many and the schools’ inability to retain children (only 50 Icapuí being able to fulfill her dream of being on been looking around for a cause to sup- runs Greenhouse like a business, ensur- cial return on investment.’’ practices at aconference held every June in Paris on Senna and his sister, Viviane Senna da Silva Lalli, just needs in social areas,’’ she says, ‘‘but we made the percent finish their basic education) a stage, and not just any stage, but in port and had been donating to other properly ing that every penny is spent properly. He These ‘‘philantrepreneurs’’ are not yet in the major- the day the BNP Paribas Prize for Individual Philanthro- two months before he was killed in a racing accident in strategic choice to focus on education.’’ In Brazil’s no- mean that the story may well end in ‘Now that I had Paris!’’ people’s programs, but he was dissatis- is also concerned about the sustainability CHARITY ity, however. Many donors are more likely than not to py is awarded. The bank also puts clients with like in- 1994. toriously inadequate public education system, she BRASIL school failure, drugs, prostitution, infor- this chance,’ Now abeautiful young woman with a fied with the way they were run. ‘‘I felt like I was paying of the organization and is building amanagement take amore emotional approach to giving to acause terests in touch with each other. For example, ‘‘He told me that he wanted to give something sig- adds, ‘‘almost all children are in school, but only five mal jobs or violence. ‘‘That’s what hap- crooked smile and a bright light in her for expenses without seeing good outcomes,’’ he team that will enable it to survive after he leaves. close to their hearts and are less interested in meas- Sauvanet recently brought a client who wants to work TIBICO

nificant back to his country by helping Brazilian chil- out of 10 of them finish their basic education and, of / pens when they don’t have the opportuni- says Jamila eyes, Lopes worked hard at school, deter- says. He saw those empty playing fields as an oppor- With the Olympics coming to London, de Giorgio is uring results. ‘‘The major change in philanthropy at the with disabled children in India together with one of the dren,’’ she says, ‘‘and he asked me to help him devel- the 10 who graduate, only two speak Portuguese well ty to help themselves and develop their Lopes, mined to get good grades. ‘‘Now that I had tunity to set up his own charity, which he named hoping that the power of sport as an agent for social GREENHOUSE beginning of the 21st century is the awareness that it former prize winners, Amina Laraki-Slaoui, who was

op something.’’ They planned to continue their and only one is proficient in math.’’ SENNA potential,’’ says the institute’s director, this chance, Iknew Imust grab it,’’ she Greenhouse. He persuaded the school to let young change will not be overlooked during the excitement of Michael de Giorgio’s Greenhouse project now has 45 is not easy to ‘give well,’’’ says Merlo. With the help of behind the building of the first rehabilitation center for discussion when he returned from the Formula One After its first two years in operation, the institute, Viviane Senna da Silva Lalli. ‘I knew I must says. She managed to finish at the top of people from poorer parts of London use the sports the Games. [ programs in London schools. Wealth Management’s philanthropy services, some the disabled in Morocco. [ race in Europe, but they never saw each other again. which works in partnership with the public education Thanks to the institute’s Education grab it’ her class and was awarded a computer fields during the summer. Viviane, who was a psychologist and enjoyed working system to supplement teacher training, had already as- AYRTON through Art program, Jamila Lopes was for her efforts. She won a scholarship, The idea caught on, and other schools volunteered with children, decided to carry out his wish with the sisted 40,000 children, a number that would impress one of those who was given that opportunity and and now studies dance at the Ceará Federal Universi- their fields, but transporting the kids to the different help of their close-knit family. most people, but not Senna da Silva Lalli. ‘‘I came back seized it. Now 20, she was born in Icapuí, in the state ty and teaches dance to children. Her appreciation for parts of town proved too complicated and time- CASE STUDY | Greenhouse Ayrton Senna was a wildly popular figure in Brazil at from the field concerned, because I felt that 40,000 was INSTITUTO of Ceará in northeastern Brazil, the daughter of alob- the chance she has been given is boundless. ‘‘If dan- consuming, so de Giorgio eventually changed the the time. Just a few months before his death, he had a small number compared to the need,’’ she says. ‘‘I Jamila Lopez has turned an interest into a career path, ster fisherman and aseamstress. When she was a cing were not part of my life,’’ she says, ‘‘then I would model, choosing other sports that could be played in A young life transformed through basketball The 2012 awards ceremony introduced a cartoon character called , an wanted every child who needed it to have opportunity.’’ thanks to the Instituto Ayrton Senna. little girl, she had the chance to go to Edisca, a dancing have a much more difficult path to tread.’’ [ facilities in the participants’ own schools. eight-year-old who dreams of becoming a racing She set her mind to the challenge of attacking the Greenhouse also began to hire and train its own ii Bruce-Tagoe, 18, is a shining example of Mi- camp in Bosnia and Herzegovina. Through his sporting The awards ceremony for the BNP Paribas driver, which became agreat success. The family de- problem on a large scale, and after two years had coaches, who work in the schools during both the chael de Giorgio’s belief in the power of sports activities, he got to meet a number of ‘‘amazing Prize for Individual Philanthropy on June 20 cided to donate all profits from this franchise, today worked out aplan. Taking the work of Freud and Jung school year and holidays and see the same kids on a N to create social change. Bruce-Tagoe joined people’’ from the sports world, including a sports was attended by over 200 people, as her inspiration, she created aparadigm, asmall- regular basis, acting as mentors to them. ‘‘That’s how Greenhouse when he was 12, and when he was ‘‘14 commissioner, the former world heavyweight champi- philanthropy opinion leaders and clients of scale model that could be applied on awider scale. Prize-winning philanthropists share their advice for success you can have an impact on these young people,’’ he going on 15,’’ he says, his coach, Predrag on David Haye and the former Chicago BNP Paribas Wealth Management.A word She sees the institute as akind of laboratory where says. ‘‘If you say, come and do some extra math, no one Krneta, named him to the Greenhouse Gi- ‘This Bulls player B.J. Armstrong. that came up many times during the she developed aformula for a vaccine to prevent the There are as many ways to give as there are you are a teacher like me, an educational spent in reconnaissance is seldom wasted.’’ wants to come, but if you say come and play table ten- ants basketball team, making him the responsibility Bruce-Tagoe, who grew up in south- speeches and the debate preceding the wider social problems caused by the lack of agood needy people, ranging from the simplest — foundation. Never venture into an area in He explains: ‘‘Yes, Providence will make things nis with our cool coaches, that’s a different story.’’ Be- youngest player not only on the team but east London and still lives there, is now prize-giving was ‘‘values,’’ in reference to education. giving a coin to a beggar in the street, say — which you have no competence.’’ possible for you if the time is right and the cause the coaches, some of whom are Olympic cham- also in the league, which plays all over made me finishing secondary school and will go to BNP Paribas’ strong commitment to social Now the institute works within schools in every to what may be the most complicated: setting Tip number three: ‘‘Don’t spread yourself need self-evident, but remember that the pions, are trained by Greenhouse and have a England. He made a vow to himself, which more mature,’ Southampton Solent University next responsibility and in response to one of the state in Brazil, training 70,000 teachers a year, ment- up a full-fledged foundation. For a budding thin. Have a fairly precise and realistic goal.’’ smallest things will be the making of the permanent presence in the schools, they are also more he kept, to never miss practice or asingle September to study sports journalism questions posed by the debate: ‘‘Can oring them, creating educational programs and for- philanthropist, the plethora of options can be For those who have children, he recommends success or failure of your project, e.g., likely to influence other aspects of the kids’ lives. class from then on. ‘‘During the year I says Nii while continuing his career as abasket- philanthropy be inherited?’’ In accepting the mally evaluating results. Since it was founded, it has confusing. What better place to start than to trying to interest them in what the foundation securing the right visas and official operating ‘‘Sports is agreat carrot for young people,’’ de Giorgio would play afew minutes of each game, Bruce-Tagoe ball player. He stays in close touch with award, the special prize winner, Michael de reached nearly 16 million children and 694,000 edu- ask the advice of someone who has been does so that it can continue its work, adding: permissions. Never take yourself too says. ‘‘Once you can get them in, you can help them with traveling to different cities and getting ex- Krneta, speaking to him every week and Giorgio, put the spotlight on some of the cators in 1,530 cities. It claims a95 percent success there? ‘‘Remember that a foundation is not perennial seriously, because everyone is dispensable. At their health, diet, education, discipline and more.’’ perience,’’ he says. ‘‘I took more responsibility for my- asking him for advice on everything from basketball to youth helped by his charity, Greenhouse, rate in terms of students completing their education, Professor Odon Vallet, the 2009 winner of —you are not obliged to keep it going the same time, remember the devil is in the Greenhouse now has 45 programs in London — self and matured a lot during this year.’’ his education. ‘‘He’s a very cool guy,’’ he says. and the coaches who inspired them. The SENNA compared to the national average of 30 percent. the BNP Paribas Prize for Individual forever.’’ detail, so never take anything for granted; do 38 in secondary schools, eight in special educational He also met other players from different countries Bruce-Tagoe says, ‘‘My life is truly transformed,’’ most emotional moment of the evening While Senna da Silva Lalli sees some improvement Philanthropy, who created the Fondation Odon On the other side of the world, a very your research carefully; choose your partners needs schools and five community programs —as and backgrounds and ‘‘learned a lot about the world,’’ noting that a few years earlier he had been ‘‘skipping came when the grand prize-winner, Viviane

AYRTON in the Brazilian public education system, it still has a Vallet in France in 1999 to offer scholarships different type of philanthropic enterprise, the wisely —you need people who are genuinely well as outreach programs to 20 primary schools. The he says. As he got stronger and healthier, his grades class and hanging out with the wrong people. Now I Senna da Silva Lalli of the Instituto Ayrton long way to go. ‘‘We don’t have the necessary human to deserving young people in Vietnam, Benin Cambodia Trust, which works with people with committed and don’t carry a lot of ideological schools are located in areas where 70 percent of improved. He notes wryly that he didn’t think his teach- have big hopes for myself and work hard every day to Senna, spoke about the importance of infrastructure,’’ she says, ‘‘because the country didn’t and France, does not hesitate when asked for disabilities in Cambodia, Indonesia, Sri Lanka or bureaucratic baggage. Always plan for the young people live in poverty. The 10,000 children ers ‘‘would have predicted this afew years ago’’ and reach my ambitions. This would not have been possi- providing hopeful opportunities to

INSTITUTO build it.’’ tips on getting started in the world of and the Philippines, is headed by Peter Carey, worst-case scenario.’’ coached by Greenhouse annually show not only im- credits those opportunities with helping him ‘‘stay ble without the help from Greenhouse. For me, Green- underprivileged Brazilian children. / Her life is now entirely devoted to the institute, for philanthropy. the 2011 winner of the BNP Paribas Prize for Echoing Vallet, he cautions that nothing proved self-confidence, self-discipline, motivation and CHARITY away from the negativity around my neighborhood.’’ house changed everything.’’ [ which she works long, hard days as its president and ‘‘First of all, remember that it always takes Individual Philanthropy’s special prize. lasts forever. ‘‘All projects, however noble, happiness at school, but also score a full grade higher More opportunities soon arrived. His coach made

GUERRA spokeswoman. She runs the institute like acorpora- more time and money than expected,’’ he Carey gets straight to the point with his have a life span of their own,’’ he says, than their fellow pupils in English and mathematics. him coach of the under-13s basketball team. ‘‘This re- tion, establishing goals, finding people with the right says. He strongly advises philanthropists to advice: ‘‘Trust in the Lord, but always tie up concluding: ‘‘Remember, the quicker you can Compared with their peers, they also have better sponsibility made me more mature,’’ he says, ‘‘and I JUAN

GREENHOUSE BNP Paribas Prize for Individual Philanthropy 2012 was produced by the IHT Creative Solutions department skills and monitoring results closely. ‘‘Our focus is not stay within their own area of expertise. ‘‘If you your camel!’’ and, quoting the British-Indian work yourself out of a job, the more school attendance and fewer poor behavior reports. hope that Imanaged to pass on my experience to and did not involve the newspaper’s reporting or editorial departments. It was sponsored by BNP Paribas Wealth Viviane Senna da Silva Lalli runs the foundation inspired by on good intentions,’’ she says, ‘‘but on results. We want are a doctor, create a medical foundation; if Staff College Manual (Quetta 1942), ‘‘Time successful and well rooted your project.’’ Greenhouse also uses performing arts as a way of Basketball opened the doors for this participant in those younger kids.’’ He was also made prefect at his Management. Text by HEIDI ELLISON. For information on the IHT Creative Solutions program: her late brother, the Formula One driver Ayrton Senna. the children to learn, and to learn to love to study.’’ [ involving young people, and is trying to reach out to Greenhouse’s sports programs. school and was sent by Greenhouse to a basketball www.nytimesglobal.com