24,000 children from Rio de Janeiro's favelas participate in a street football championship, COMPROMISO RSE, 16/02/2012
Original link Spanish
About the article: Taça das Favelas was taking place in Rio when this article was published. It provides an example of the work I did in Spain for CUFA's international positioning and branding.
About the Taça das Favelas project: Taça das Favelas is a project developed directly with Cufa by and for favelas across Brazil, taking the opportunity of the build up to the world cup Brazil, 2014. The project created a football championship among favelas, poor Brazilian communities, the framework of the football world cup.
Brazil is a strong player in the emerging world order. Despite being the sixth economy in the world, ahead of the UK, it still has important social issues to address. Projects like this one can contribute to improved living conditions.
Our aim is to generate social inclusion, peace and equality through sports, in this case through football. In the same way we are developing projects within Olympic games framework.
Main objectives of the project are:
- Give visibility to people who live in the favelas, to the invisible and excluded
- Enhance self-esteem and help raise aspirations
- Develop educational programs and involve young people
- Create jobs
- Unite favelas separeted by rival narco-traffic gangs
The first phase of the project was implemented in Rio de Janeiro and 24,000 young girls and boys (aged from 15 to 17) from 80 Favelas participated. The intention is to scale up through project replication across Latin America and worldwide in subsequent phases.
Almost 150 young people have been employed by professional football teams and more than 100 university scholarships were granted. Jamerson Julio da Silva Neves, 18 years old, is going to play a Nike football champeonship in Barcelona.
The main partners are Procter & Gamble; Nike; TIM; the Brazilian Government, the ministeries of Sports, Justice and Health; Rio's municipal government and Rede Globo.
I really want to thank Nuria Garcia and Compromiso RSE for this pubication.