Social inclusion through the World Cup in Brazil 2014 Taça das Favelas

Entrega do Prêmio da seleçao femenina vencedora

Services:

Strategic sustainability advice
Project co-creation
Coalition building / collective impact facilitation
Promotion

Main partners:

Procter & Gamble
Nike
TIM
Globo TV
Guaraná Antartica
Bob`s
Brazilian Government Ministries of Sports, Justice and Health
Rio de Janeiro Municipality & Government

Major objectives:

Develop educational programs engaging young participants
Enhance self-esteem and raise aspirations
Create jobs
Unite Favelas separeted by drug trafficking
Reduce crime, promote peace
Give visibility to favelas residents

Some results:

24,000 child and youth participants
100 university scholarships
More than 50 young people employed by professional football teams
18 year old Jamerson Julio da Silva Neves invited to play in a Nike championship in Barcelona

PROJECT OVERVIEW

Context:

More than 11.4 million Brazilians live in deprived areas, known as favelas, according to the Brazilian Statistics Institute, IBGE - that’s more that the whole population of Portugal - but in reality there are far more than that. Where inequality, violence, housing, health care, education and citizenship are major problems, many people do not have papers and are not included in official statistics. Deprivation is one of the biggest social problems in one of the most socially unequal countries in the world.

Brazil is a strong player in the new world order, and despite lying sixth among world economies, ahead of the UK, it still has serious social issues to address. Projects like this one can contribute to improving conditions for the most deprived communities.

Challenge:

Taking opportunity of the World Cup, Brazil 2014, Taça das Favelas is a project developed by Cufa, with and for the favelas to replicate across Latin America and elsewhere in the world. Our strategy was to generate social inclusion and promote peace and equality through football, and then, taking opportunity of the Olympic Games 2016, branching out into different sports. I was involved as a strategy and promotions advisor.

The first phase of the project was implemented in Rio de Janeiro and 24.000 young girls and boys (from 15 to 17 years old) from 80 favelas participated.

More than 50 young people were employed by professional football teams and more than 100 university scholarships were granted. Eighteen year old Jamerson Julio da Silva Neves is going to play in a Nike championship in Barcelona.

See it here: