#1alana ALANA 2014 Year 01 | Edition 01 | March 2015 CONANDA AND CHILDREN'S ADVERTISING The topic becomes a national issue and attracts the spotlights of the market EXPIRATION DATE: 40 YEARS Alana should end - and how this impacts the work of the institution DOWN SYNDROME AND THE JOB MARKET THE BEST CHILDREN'S ACTIVITY IN SÃO PAULO TARJA BRANCA CONQUERS THE WORLD Maria Farinha's new film is screened in over 40 countries I MOVE, YOU MOVE, THEY MOVE And so the whole world moves too. See how Alana is putting this idea into practice 24#2Detach, cut out the shapes and create your own illustrations. Have fun! /////////#3STAFF President Ana Lucia Villela Vice-Presidents Alfredo Villela Filho Marcos Nisti CEO Marcos Nisti Directors Carolina Pasquali Flavia Doria Isabella Henriques Lilian Okada Fiscal Advisors Eduardo Marchetti Rios, Henri Penchas and Richard Lyon Thorp Bilton Insipirational Advisors Project Ground of Play Adriana Friedmann, Ana Claudia Arruda Leite, Ana Lucia Villela, Fernanda Heinz Figueiredo, Gandhy Piorsky, Luiza Lameirão, Marcos Ferreira Santos, Roberta Alves, Sandra Eckschmidt, Soraia Chung Saura, Ute Craemmer ALANA 2014 LETTER FROM THE EDITOR Consultant Antônio Carlos Carneiro Editor Carolina Pasquali 23 Accountant Daniel Vieira da Costa Advisory Board Carlos Alberto Libânio Christo (Frei Betto), Claudia Leme Ferreira Davis, Jordana Berg, Maria Lúcia Zoega de Souza e Paulo Velasco Advisory Board Project Children and Consumerism Ana Olmos, Clóvis de Barros Filho, Edgard Rebouças, Flávio Paiva, Inês Vitorino Sampaio, João Lopes Guimarães Junior, José Eduardo Romão, Ladislau Dowbor, Marcelo Sodré, Nádia Rebouças, Pedrinho Guareschi, Rachel Biderman, Solange Jobim e Souza, Vidal Serrano Júnior and Zico Góes Advisory Board Project Absolute Priority Antônio Carlos Malheiros, Ilan Brenman, Irene Rizzini, José Martins Filho, Laila Shukair, Munir Cury, Regina de Assis, Renata Meirelles, Tânia da Silva Pereira and Severino Antônio alana alana.org.br Art Editor Luiza Esteves Reporting Julia Contier Laura Leal Revisions Rosana Tanus Graphic Design Papanapa Illustrations Silvia Amstalden I write this letter as I return from SXSW (South by SouthWest), a festival of mu- sic, cinema and technology that happens every year in Austin, in the United States. The last talk I saw was given by Astro Teller, the man responsible for Google X. Essentially, Google X is the division of Google that has as its mission to invent what nobody else is doing yet. Its profes- sionals create innovations that change the world. It is from there, for example, that the self-driving car will come. = learning from defeats, having lots of fun along the way, and savoring each victory as if it was the final of the World Cup. I think that is, in a way, the spirit we have here at Alana, and that I and the bril- liant communications team that helps me try to express in this report. We have felt this movement grow: more and more peo- ple transform, sense that there is another way, connect and begin to collaborate in order for this change to happen. Alana it- self grew in 2014. I took part in a meeting recently and realized that it has already become difficult to explain Alana and all its projects in just one hour. We widened our scope, multiplied the connections be- tween initiatives, elevated exponentially the possibilities for action. In this report that you have in your hands (or are reading on the internet), we tried to share with people a little bit of what 2014 was like for us. The idea was to write it in a light, fun way so it could be read with the same pleasure with which we read a good magazine. We took care so that every line of text, every illustration and every photo has its value. Without any flourishes in the form but with every desire to offer you who follow our work a pleas- ant read and a dazzling visual experience. Thousands of people gathered to see Teller speak. In the largest space for talks at the festival which was packed - Teller talked about how much he learns when something goes wrong. And how it is more fun to be, say, the Costa Rica team at the World Cup than it is to be Brazil, just to bring an analogy he used to Brazil- ian reality. This is because Brazil has the obligation of winning, and a 7 x 1 score is something that marks and will mark us forever. But Costa Rica... Well, Costa the cover and illustrations by Silvia Am- Rica came to have fun. Defeat is expected, stalden, created especially for this publica- but victory... Ah, victory has a very special tion. She created a bank of shapes, colors taste. Astro Teller said he always wants to and textures (which you can see on the behave in life like the Costa Rican team: back cover) that served as the basis for all = - This experience begins already with the illustrations that came after. This beau- tiful work inspired us so much that we de- cided to print two covers: one for you to keep with its contents, the other to peel, glue and play as an illustrator too. The possibilities are infinite! We are still getting used to Alana's new size. This does not mean, of course, that we have stopped. The purpose of this trip to SXSW was to launch a new platform there, one that believes in cinema as a tool for social transformation (see more details on page 56). We have not and will not stop. But we certainly continue with the same levity that allows us to make mistakes. And to laugh along the way. May both serve as inspiration for us all in 2015. Best regards, Carolina Pasquali Director of Communications#4SUMMARY 6. AN OUTSIDE LOOK 8. INTERVIEW WITH THE PRESIDENT AND THE CEO 10. ALANA INSTITUTE, THREE AREAS AND THREE PILLARS 12. ALANA INSTITUTE'S PROJECTS 38. FUNDS PARTICIPATION 40. 2014: TIMELINE 54. HIGHLIGHTS AND NUMBERS ALANA INSTITUTE'S PROJECTS Children and Consumerism Promotes awareness and defence of children rights on market communications Absolute Priority Informs, sensitizes and mobilizes society and legal officers in relation to Federal Constitution Article 277 INSTITUTO ALANA SlowKids An invitation for families to slow down and enjoy quality time together and without hurry Toy Trade Fair Promotes a reflection about consumerism in childhood through an exchange of toys between children Another Glimpse Produces and spreads knowledge to stimulate society to have a different view over Down syndrome people Satisfeito Presents alternatives to food waste that favor child nutrition at the same time Territory of Play Brings a documentation of games and the culture of childhood in Brazil through films, books, exhibitions, etc. Banda Alana Has a transformational role in the lives of children and teenagers through music and art Espaço Alana Believes in the power of community engagement for transformation and supports this process in Jardim Pantanal, in São Paulo 56. COMING UP... 58. FINANCIAL STATEMENT Ciranda de Filmes A film festival focused on education and childhood that provokes, sensitizes and invites change Catraquinha Unveils the city so that it may be occupied, lived and explored by all children and their families Maria Farinha Filmes Audiovisual production company that believes that well-told stories can make a difference and transform ALANAPAR#5ARTICLE 6|7 ON LIVING (FROM/BY AND FOR) MOVEMENTS By Camila Martinez Lima and Max Nolan Shen, of Dervish Cultural Insight We were invited to help Alana embody the concept of social entrepreneurship to its essence; we ended up broadening our view by understanding that everything springs from the same source: Alana lives for transformation Dervish In 2014, we had the opportunity and the privilege of seeing Alana up close. What we saw was an organization that is quickly trans- forming itself in order to become the future of institutions and NGOs. Alana called so we could learn its culture and study the best way to incorporate the latest concepts of social entrepreneurship to its essence. We wound up doing much more than that. We spoke to many people and learned from the passion and desire for transformation that each one of them has. We learned that it is possible to work doing something we believe in, that moves us and can change the world. And we discovered that the organizations that will have a global impact from now on will be those that manage to meld the pragmatism of impact from results with a caring spirit. We concluded at Alana that, in the future, a vision of sustain- able business and generosity can – and should – walk hand in hand. This Alana that unites what many still see as separate and solves the dualities of our era is the fruit of the maturity of a seed that was planted long ago. When Alana emerged, it was understood that one had to take care of people in order to take care of the world. And that, above all, it was necessary to care for children and preserve the cul- ture of childhood. This vision became complete when the differ- ence that can be made by producing content and disseminating beautiful messages in order to express new forms of relation and broaden our conscience. The Alana of today brings all this experience and the belief that we are on the path towards a Purpose Economy, through which projects are being transformed into businesses and gain lifelong fi- nancial sustainability within Alanapar. In this sense, Alana wants to be a partner in the most incredible social innovation projects. The interaction and appropriation of public spaces and cit- ies is another of Alana's interests, and they are rethinking these concepts in order to improve our quality of life. As we saw these changes, we understood Alana's new essence. From this essence arises a feeling that unites everyone that passes through here, one that is Alana's raison d'être: to create and nourish MOVEMENTS. Movements that are meant to improve the lives of everyone. Movements that happen from within and without, connecting people through common beliefs. Movements that have the power to awake and involve in people an encounter with their own caus- es and purposes. Movements that transform realities and environ- ments. It is not a coincidence that Alana lives off moments, off change, off innovation and off forward-looking visions. It is also not a coincidence that Alana is following the movement that gives reason to the existence of an NGO: to cease to exist in 40 years. We believe that setting a date to shut its doors is a courageous, audacious and disruptive attitude. Beyond this, we believe that set- ting an end date is Alana's duty, since it creates and feeds the move- ment in which most NGOs are created to solve a problem and once this problem is solved it no longer feeds this same NGO. To us, every end is a new beginning. A new beginning de- mands that we adapt, reinvent ourselves and keep moving. At Alana, we understand that this is the house rule. We are certain that this "end" will bring about a new vision in order to think of new ways to impact the world, and to innovate for a better world. Ana Lucia Villela, Alana's president, told us something that encapsulates this entire journey: "Alana's role is to illuminate what needs to be illuminated." We wish Alana a lot of light for the next 40 years, which, we are sure, will be beautiful. Camila Lima is a publicist by training and a re- searcher by curiosity. She did her post-gradu- ate at Yunus Social Business Brasil/ESPM and is the creator of the project Sou Brasileira, which is dedicated to bringing to light the di- versity and plurality of Brazilian women. Max Nolan Shen is a cultural hacker dedicated to curating culture, community and entrepre- neurship. He started the Dervish network in order to promote cultural changes that seek a more realized society. Did his post-graduate in communications strategy at Miami-Ad- -School/ESPM and management at FGV.#6INTERVIEW 89 ALANA IS MOVEMENT Ana Lucia Villela, president and founder of Alana, and Marcos Nisti, CEO and vice-president, talk about the year of 2014 and what comes next - including planning the closing of the institution in 40 years She is serene, levelheaded. He is fast and impulsive. She reflects. He takes risks. They both intuit and, together, define Alana's path, which is now going through a moment of growth at the same time that it announces that it must end. We had a chat with Ana Lucia Villela and Marcos Nisti. The topics: 2014, 2015, risks, directions and challenges. Enjoy! Let's start at the end. Why has Alana decided to work to- wards shutting its doors? Marcos Nisti - To me, the real question is: shouldn't it be like this in most civil society organizations? We only exist because there is something that needs to be cared for, that is lacking, that needs improvement. We are a remedy. If we exist forever, that means we will never solve the problem. Especially organizations like ours that have an endowment fund: you're always itching to administer this fund so it lasts forever. It was a year of important achievements in the discus- sion surrounding consumerism in childhood, but it also showed that there is still a lot to be done, no? AL - Without doubt! Brazil has very consistent legislation in rela- tionship to children's rights. They are an absolute priority, accord- ing to article 227 of the Federal Constitution, and it is the duty of the State, of families, and of society to take care of them. But, in practice, there is still a lot that is lacking. From very grave violations all the way to those the market insists are harmless, such as adver- tising directed towards children. This manipulation is only the tip of the iceberg, with grave consequences such as childhood obesity. What we have found is an ever-greater understanding of the seri- ousness of this issue reinforced by Conanda (National Council for the Rights of Children and Adolescents), by the UN, and by other national and international agencies. At the same time, there is a stronger resistance from those who feel directly threatened and believe that to discuss this issue is to interfere in the relationship between parents and children. You couldn't be more wrong! This is the State and society fulfilling its constitutional duty of guarantee- ing families the right to educate their children without the market saying what the child must want! Ana Lucia - That's it! We need urgent action. We have 40 years ahead of us - it's a long time! We are conducting an exercise of looking at the future and answering the question: what do we need to build in order for childhood to be respected in Brazil? That is Alana's mission, and we are certain that, if we can achieve it, the next generations will be much better. Our projects are structured This dream is a part of the design for the next 40 years? towards achieving profound changes that can impact childhood and everyone's view of children. It's a very enriching project, that strengthens and defines our path. How should Alana act during this time? MN We restructured ourselves in 2014 in order to strengthen our mission. We have made innovation, communication, and advocacy our pillars. We opened a new area to empower social entrepreneurs – we became partners in high impact projects that need investment and help in management. We have three pro- jects that sustain themselves and have an enormous potential for transformation. We are looking at communication in a different way, working for change at the individual and systemic levels. We want to consolidate our position and keep expanding, with a fo- cus on the impact we can have. = AL When we started our work, 20 years ago, we had no idea of where we would arrive. These years have shown us that we were right to choose difficult subjects, almost taboo, and to look at them in a different light. Discussions about consumerism in childhood, advertising directed towards children, child exploita- tion, a more humane education that also considers culture, play and nature. We have contributed a lot so more families, more educators, and a larger section of our society can reflect on these themes. I think that is our mission: to provoke reflection and offer a new point of view. AL- Of course! It is part of something bigger, a concern that children can be children. It is not nostalgia, but a question: what are we letting go? Childhood is the most important phase in the formation of any person. It is when we learn to respect and to love. A healthy childhood is a guarantee of a healthy society. MN- At Alana, we use the tools we have in order for these ques- tions to reach as many minds as possible. We surround ourselves with people who are competent, who investigate, question, reflect and communicate. Our obsession is to raise this question. We be- lieve that to change the world, we must change ourselves, change another person, and another, and so on. As people change, rela- tions change, everything changes. That is Alana: movement. We are living through a moment in which we must regenerate our- selves as human beings. You know the story about regenerating the environment, that it's no longer enough just to reduce, reuse and recycle? I think this is what needs to happen to all of us: we are empty, we have lost the reigns of our lives. We need to regen- erate and regain what unites us all.#7INSTITUTIONAL 10 | 11 THREE AREAS, THREE PILLARS Alana has restructured itself with the creation of new areas and the launch of new projects, and it assumes as its pillars its work in communications, innovation and advocacy THREE PILLARS Communication 1 Action, effect or method of communication. 2 Process through which ideas and feelings are trans- mitted from one individual to another, making social interaction possible. Give communica- tion to; give access to; make possible a passage to. Would it be a passage to another world? Maybe! Sensitize, awaken, inform with quality and beauty. Make common, but not banal. Be accessible, be unforgettable. These are some of the challenges that Ala- na poses to itself whenever it thinks about communication. To communicate a cause is not branding. It is mobilizing. It is moving. Innovation 1 Act or effect of innovation, that is, to introduce new ideas in (laws, customs, arts, etc.), to produce something new, to find a new process. 2 Something introduced once again. 3 Renovation. To always do the same thing yields the same results. Right? Then why keep do- ing the same thing? And what if it goes wrong? If it goes wrong, you just have to start over. There is no crazy idea, there is no pre-established limit, there is no "we don't do that.” Unless that is what every- one else is doing. Advocacy 1 Political influence. 2 Actions aimed at influenc- ing the elaboration, approval and execution of public policies. These may take place in the Legislative, Ex- ecutive or Judiciary branch and in the mobilization of society in general. If Alana wants to promote great change through individual transformation, acting with the Three Branches of Government and mobilizing our society paves the way for this. Democratizing access to the crea- tion of laws and public policies and moni- toring how our money is spent is also a tool for empowerment. A day-to-day routine that no longer fit in the old struc- ture. An eternal questioning of its calling, the calling of each project, the calling of family organizations. A point of view that at times comes close, at other times steps back, in order to find what makes a difference in each step taken. The certainty that big transforma- tions come from small internal changes, and that they all happen when you leave your comfort zone. All of this made 2014 a very special year for Alana: it was the year for rearranging our house, making reno- vations and presenting ourselves again. Of course you do all of this while you're "closed for inventory," right? That's not what happened: the train was in motion speeding up, as you will see in the following pages - and the surprises our day-to-day brought helped us to bet- ter shape the paths that were being drawn. "WHAT IS IN ALANA'S DNA IS WHAT MUST REMAIN AND BE STRENGTHENED" MARCOS NISTI CEO and Vice-President THREE AREAS Instituto Alana The year that marked 20 years of Alana also cemented its expansion. A non-profit civil society organization, Alana is maintained by the earnings of an endowment fund that guar- antees its financial sustainability today and for next 40 years. With the mission of honoring children, Alana never stops: learn the details of each project in the following pages. Alanapar NEW The key stone, oops, question: can this project sustain itself and also help to thick- en the stew of the new Brazilian economy? Alanapar was created to make social projects and enterprises in a different way: the so-called “social enterprises." One day this term will no longer exist, once every enterprise is "social" - doesn't this seem basic and elementary? Until then, however, one of the objectives of the newly created Alanapar, which ended its first year with three projects, is to build beautiful success cases. Alana Foundation Since 2012, Alana has maintained an arm in the United States with one goal in mind: to foster research it considers relevant and potentially transformative. In 2014, this area developed a new model of cooperation between North American universities with the potential to greatly improve the quality of life of those who have Down syndrome, given the innovative character of the research and the sums invested. For more details, visit the site www.alana.org.br.#8ALANAPAR Many people attended to enjoy the films and talks. But first, a game to sensitize the public. PHOTO ALINE ARRUDA 12 | 13 IT'S A FESTIVAL, IT'S THE FIRST ONE AND IT'S IN BRAZIL! The Ciranda of Films goes beyond screening incredible short, medium, and feature length films about education and childhood - the ideas and emotions that explode on the screen illuminate talks, sensitize debates, transform the participants#9The public had a special space dedicated to remembering and describing their childhood games. PHOTO ALINE ARRUDA "The challenge of organizing a festival about film and education is in preserving the idea that there is no distinction between educa- tion and life." This idea, mentioned in the talk by Patrícia Durães, the curator of the Ciranda of Films, during her speech became even clearer throughout the days of the festival, in São Paulo. The idea was for the festival to take place in just one day, but the project expanded like a ciranda circle and became the first Brazilian audiovisual festival dedicated to education and child- hood. The Ciranda of Films, like the ciranda dance, had in its first edition a rhythm that gave it fluidity, with roundtable discussions, spaces for games and memories, concerts - all of this guided by the themes of the 35 films that were exhibited for free. In this rhythm of ciranda the event, co-produced by the Alana Institute, the Cinearte Circuit and Aiuê Content Productions, at- tracted over 3000 educators, parents, artists and others interested in themes about childhood, learning and transformational move- ments. During three days in São Paulo, domestic and interna- tional films curated by Fernanda Heinz Figueiredo and Patrícia Durães inspired the roundtable discussions, conducted during the event in order to share and reconsider childhood and processes of education in a playful manner. Attendees became cirandeiros, experiencing a melting pot that mixed various forms of expression, such as music, debates, playful expressions and an exhibition of the Territory of Play project. Those who joined in this atmosphere also became children: they were invited to recall their own childhood in a quest for reflections and new paths. The premiere of the film Tarja Branca (Drops of Joy), dur- ing opening night, was driven by the dances and music of the multifaceted artist Antônio Nobrega, long known as Brincante. The following day, open to the general public, had the screen- ing of films that had birth and childhood as their theme. And it ended with a roundtable talk with the pedagogue Adriana Friedmann, the pediatrician Carlos Eduardo de Carvalho Côr- rea (known as Cacá), the pedagogue Luiza Lameirão, and the educator Renata Meirelles. The second day had inspiring learning experiences as its backdrop. The talk involved the pedagogue and art educator Marcos Ferreira Santos, the pedagogue Maria Amelia Pereira (known as Péo), the artist and educator Stela Barbieri, and the producer and filmmaker Fernanda Heinz Figueiredo. During the final day of the festival, films that presented ideas for reinterpret- ing the concept of education and transformational movements. The talk was with the pedagogue Ana Lucia Villela, president of Alana, the researcher of de-schooling Ana Thomaz, Argentine filmmaker German Dorín, and the sustainability and peace con- sultant Regina Migliori. In order to wrap up these three intense days of learning and exchange, the final night had the premiere of the film Sementes do Nosso Quintal (The Seeds of our Garden), by Fernanda Heinz Figueiredo, and an exciting ciranda led by Tião Carvalho and educator Therezita Pagani from the Te-Arte school, featured in Fernanda's film. Changes in 2015 The festival was so big that in 2015 it will have a different format. The three creators of this initiative Ana Claudia Arruda Leite, Fernanda Heinz Figueiredo and Patrícia Durães became partners and turned it into a social enterprise under the guidance of Alanapar. 3 DAYS The 2nd Ciranda of Films is scheduled for May 2015, in São Paulo, and the work has already started. The opening, on the 20th, will have the premiere of the documentary feature Território do Brincar (Territory of Play) at the Ibirapuera Auditorium. Then, from May 21st to the 23rd, Cine Livraria Cultura will once again host the film festival and all the transformations it causes... 2,700 PEOPLE 3 ROUNDTABLES ciranda de filmes What is it: A film festival focused on child- hood and education. Its first edition hap- pened in 2014 at the Cine Livraria Cultura, in São Paulo. 35 films were screened, curated by Fernanda Heinz and Patrícia Durães. Highlight: Over three days, the festival at- tracted 2,700 people. 35 FILMS cirandadefilmes.com.br facebook.com/cirandadefilmes bit.ly/cirandadefilmes Co-production: ALANA, CINEARTE AND AIUÊ ainê CIRCUITO produtora de conteúdo. CINEARTE#10ALANAPAR A PERSPECTIVE THAT CHANGES THE WORLD * Life-changing stories wove the work of Maria Farinha Filmes in 2014. From this thread, the production company builds its history 16 | 17 CRIANCA A ALMA NEGO TARJA BRANCA CAIXA Experimenting with formats In partnership with the Rodrigo Mendes Institute, Maria Farinha produced a film in an unusual format: in 27 minutes, it tells the story of Ranata Basso, a 17-year-old with Down syndrome that graduated from high school in a regular school in the state of Rio Grande do Sul. Outro Olhar (Another Glimpse) debates in- clusive practices through interviews with Renata, her family and classmates, educators and public policy managers. The story is so inspiring that it was the subject of a story on Rede Globo's Jornal Nacional, emphasizing the growth of education for special needs children and adolescents in regular schools in Brazil. MARIA FARINHA PRODUCES A SERIES FOR REDE GLOBO "Everything changed when I had a great idea," said the young in- ventor. She is part of a group of teenagers from Brazil that, with support of their school, found solu- tions for a variety of problems. The stories were told by Maria Farinha in 15 minute films and aired in the segment Young Inventors during the Caldeirão do Huck program on Rede Globo. On the stage, the young inventors featured in the films could also win prizes of up to 30,000 reais ($10,000 dollars). The project encouraged many teenagers from different regions to find solutions for problems in their communities and it is already in its fourth season. MARIA FARINHA FILMES == There is no age, time or place: play is essential. It's not something just for chil- dren - it's for all of us. Featuring inter- views with adults of different generations, professions and origins, the feature docu- mentary Tarja Branca A Revolução que Faltava (Drops of Joy - The Revolution That Was Missing), from director Cacau Rhoden, shines a light on the child that exists within us all and makes clear the need to value and make space for play in our life. Premiering at the opening of the Ciranda of Films, at the end of March 2014, Tarja Branca was a success with audience and critics. It was awarded best documentary at Brafftv (Brazilian Film & TV Festival of Toronto) and was among the 15 most downloaded items in the Bra- zilian Apple store. Maria Farinha also made the film available to those interested in organizing free public screenings. In a little over six months, over 1,000 events were organized in Brazil and the film reached over 40 countries. The third feature documentary by Ma- ria Farinha the first two are Criança, a Alma do Negócio (Target Market: Kids, 2008) and Muito Além do Peso (Way Be- yond Weight, 2012) - was also part of a dar- ing (and successful) initiative by the produc- tion company. Even with the films available on the internet, Maria Farinha released the Caixa de Mudança (Moving Box) at the end of the year. The three films, in DVD, filled a box that looks like those used for moving house the idea is to symbolize how this content can bring change. The box, avail- able online and in bookstores, sold out and is already in its second edition. The three films, along with the feature film A Educação Está Proibida (The For- bidden Education), co-produced by Maria Farinha with the Argentine production company Reeva, are also available through the Netflix streaming service. What is it: Audiovisual production company that seeks inspiring and life- changing stories that can make a differ- ence. Its films have been seen over 10 million times. In 2013, it received the in- ternational B Corporation certification. Highlight: The films Target Market: Kids and Way Beyond Weight were included in a list of 20 films that can change your life by the website Hy- peness. And the magazine Galileu in- cluded Way Beyond Weight among 11 documentaries that can change the worldview of its audience. mff.com.br facebook.com/mariafarinhafilmes twitter.com/Maria Farinha youtube.com/user/mariafarinhafilmes vimeo.com/mariafarinhafilmes OTHER RELEASES Minutos Atrás (Past Minutes) Fiction feature film directed by Caio Sóh, with Paulinho Moska, Vladimir Brichta and Otavio Muller. #FicaBrincante The manifesto-short was created to mobilize society around the cultural importance of the Teatro Brincante, in Vila Madalena, which is under threat of closing due to real estate speculation in São Paulo. Brincante Feature documentary that pre- sents a poetic view of multi-artist Antônio Nóbrega's universe, co- produced with Gullane.#11ALANAPAR THE CITY UNVEILS ITSELF Relationships are born in every little crevice. These are stories of empowerment that Catraquinha loves to tell - and encourage. pitched in, and from this collective energy (and its results, of course!) was born the basis for a movement that has been mobi- lizing neighbors and renewing the ties of those who live near a park. And, precisely for having such great transformational power in the city, families, and children, Catraquinha chose the story of little Alice to be honored with an award. It was a hot Thursday, and around 200 people gathered at Cine Caixa Belas Artes - a symbol of cultural resistance in the city of São Paulo - to see the presentation of the Prêmio Cidadão SP awards, promoted by Catraca Livre and Agência Tudo. Peo- ple like Welling Nogueira, the Doutor da Alegria (Happiness Doctor) and the artist Mundano, famous for his project Pimp My Carroça (Pimp My Cart), were awarded in their categories and received warm cheers Complete success from the audience. Alice was awarded too. This little citi- zen was there to be honored by Catraquin- ha in a special category. From the hands of Gilberto Dimenstein of Catraca Livre and Marcos Nisti of Alana, she received the Prêmio Cidadão SP for being the driv- ing force behind the creation of the Movi- mento Boa Praça (Good Park Movement). Next to her mother, Cecilia Lotufo, Alice talked about how she "really loved that park." Because of this, one day she asked that her birthday party take place there. Faced with her mother's surprise and her questions in relation to the state of dis- repair of the space, the girl responded: "Mom, we'll fix it." The birthday presents were traded for improvements to the park. Everyone Launched in a beta version in May of 2014 and later officially in October, Cat- raquinha has quickly shown its potential. In its first months of life, it already re- ceived over 1 million unique visitors and reached over 170,000 people with its posts on Facebook. All of this without a clear plan for promotion – just “feeling” if there was a demand for this type of content. In 2015, Catraquinha wants to gain more relevance, broaden its reach, and contribute to the construction of a more welcoming city. In a time of crisis, like the one we are living, understanding the city as an extension of your home, learning from its challenges and appro- priating its territory becomes more and more a question of survival. May all the Alices that exist out there continue inspiring adults and promoting revolutions! catraquinha What is it: A joint venture between Ala- na and Catraca Livre. A website that en- courages cities to be more welcoming to children and childhood through its content. Gathers information relevant to parents, educators and families. Destaque: 1,168,698 visits from the day it launched (December 15, 2014) to Feb- ruary 1st, 2015. catraquinha.catracalivre.com.br facebook.com/Catraquinha Co-production: Catraca Livre CATRACA LIVRE#12ALANA INSTITUTE 'A NEW PERSPECTIVE' OF THE JOB MARKET A study by the consulting firm McKinsey & Company shows that hiring people with Down syndrome has a positive impact in the work environment. More companies are hiring them, according to a study by Apae. Juliana Bessa, Outro Olhar's reporter, with Instituto Alana's designer, Helaine Oliveira, at the release of the study by McKinsey at the Museu da Casa Brasileira, in São Paulo. PHOTO JOÃO LACERDA outro olhar Three hundred people with some type of cognitive disability were hired just in the city of São Paulo in 2014 - a figure 25% higher than the previous year, according to the study released by Apae (Associação de Pais e Amigos dos Excepcionais). These are companies that are looking ahead: they bet on the value that these people bring to their business. the According to a broad study conducted by the consulting firm McKinsey&Company by Alana's request and released in March, presence of people with Down syndrome has a positive im- pact in five of nine indicators that measure organizational health. Company leaders change their management style, the whole team benefits and the environment improves. The conclusion of the study by McKinsey is proven every day by Juliana Bessa, the 24-year-old reporter for the website of the project Another Glimpse and an employee of Alana. Hired to cover events, film thematic videos and develop interesting stories for the website, Juliana quickly became a star. She has fans inside and outside the office and carries out her duties with humor, joy, and a dose of skepticism - more than healthy for any good journalist! This change in the way we see deficiencies is one of the ban- ners of the Outro Olhar (Another Glimpse) project, created with the mission of inspiring the respect and recognition of diversity, promoting the discussion and dissemination of the inclusion of people with Down syndrome. The project acts on many fronts - in addition to focusing on the job market, it also encourages changes in education and families. Inclusion in education If the doors are opening in the corporate world, schools are also adapting. Especially in high school, where the challenges are greater. The shot film Outro Olhar (Another Glimpse), produced by Maria Farinha Films and the Rodrigo Mendes Institute, tells the story of Renata Basso, a student from Rio Grande do Sul who has Down syndrome and finished high school in a regular school. The successes and difficulties she faced should serve as an example for other schools to follow. The website Diversa (www. diversa.org.br), from the Rodrigo Mendes Institute, has case stud- ies designed to inspire teachers and school principals. With less than a year online, the website Outro Olhar is al- ready a success. Besides Ju's videos, there are interviews, stories, comics and materials that deal with Down syndrome, families, friends, and others who may be interested. There are also essays by Carol Rivello, blogger and the mother of little Alice. The pro- ject's Facebook page is also a hit: there are over 63,000 likes and the posts s have been shared by more than 9,000 users! It's a whole battalion of people who have experienced this new perspective. What is it: Acts to support the training of health professionals, debates about inclusive education, the training of peo- ple with Down syndrome for the job market, and articulates clinical research in the United States. Highlight: Over 63,000 likes on its Face- book page in less than one year. outroolhar.com.br facebook.com/projetooutroolhar instagram.com/projetooutroolhar McKinsey&Company 20 | 21#13ALANA INSTITUTE IS THERE A GOOD ACTIVITY FOR CHILDREN? Yes, there is! SlowKids, in São Paulo, was chosen by the readers of Folha de São Paulo as the best children's activity in 2014 - During the first edition, in 2013, a scalding sun decided to appear and made everyone sweat profusely even in the shade. In the second edition - held at the Museu da Casa Brasileira in May of 2014 - we were surprised by a hailstorm during the performance of the band Música em Família and the open air cinema that was next on the agenda had to be moved to the museum's (covered) varanda. On the third edition, in November of 2014, Saint Peter was sure to help. The event was scheduled for the same weekend as the For- mula 1 GP at Interlagos. Weather predictions indicated that the cars would have to race with rain tires. "High chance," they said. "Weather predictions during Formula 1 can't be wrong," thought the creators of the idea, Tatiana Weberman from Respire Cultu- ra and Juliana Borges of Maria Farinha Filmes. Rescheduled. It's going to rain, for sure. Then... it doesn't rain! That's impossible, Saint Peter is toying with us. "Let's re- schedule and, if the weather doesn't help again, we'll rethink eve- rything!" they decided. Feeling the crisis - after all, the situation was tense and the movement was under threat! Saint Peter backed off. "It's one of the best events for children in São Paulo," he thought. Finally, the day was perfect from beginning to end: pleasant temperature, sun just right, a breeze during the hotter moments. A light that made the Burle Marx Park - which is already gorgeous - even more gorgeous. Everything went right. Very right! Through contact with na- ture, art, storytelling, workshops and music, all the fathers, moth- ers, aunts and uncles experienced moments of delight with their little ones in a (slow) proposal to slow down. The children were entertained through reading circles that stimulated the imagination underneath trees, performance instal- lations that left the park looking like a backyard, traditional Bra- zilian games, and art workshops. The SlowKids movement en- courages children to disconnect from their electronics and come in contact with nature and those around them. They also par- ticipated in a space dedicated to recycling and the Toy Exchange Fair. To wrap the day up, a show by the band Brasileirinhos. Tatiana and Juliana are more confident. With all the pressure that the award for best children's activity has placed on Saint Pe- ter, he will certainly think twice before any more mischief. Parents and children enjoyed a slow day with lots of games, a picnic, music and workshops at the Burle Marx Park. PHOTO MARIANA CHAMMA 22 23 Slowkids What is it: A movement that advocates for the slowing down of children's routines and valuing free time during childhood. They are outdoors events for families, with games, films, picnic, music and workshops. Highlight: Chosen as best children's activity by the readers of Folha de São Paulo in 2014 slowkids.com.br facebook.com/movimentoslowkids Co-production: RESPIRE CULTURA RESPIRE CULTURA TicketⓇ#14ALANA INSTITUTE A YEAR TO REMEMBER Alana at the UN A report on the impact of marketing on cultural rights was presented during the 69th General Assembly of the United Nations, in October. The Alana Institute is cited twice in it: for the website of the project Children and Consumerism, which documents the constant presence of advertising in schools, and for the participa- tion of the lawyer Ekaterine Karageorgiadis at the meeting of the specialists that contributed to the document. The UN Special Rapporteur in the field of cultural rights, Farida Shaheed, signed the text, and it states that all forms of advertising toward children under 12 should be prohibited, regardless of the type of media. In Brazil and abroad, 2014 was marked by key moments in the discussion about children's advertising It was impossible not to think about Oscar Niemeyer and Brasília as we ar- rived at the UN (United Nations) headquarters in Geneva. The lawyer Pedro Hartung, Alana's representative at Conanda (National Council for the Rights of Children and Teenagers), took part in the Day of General Discussion, in the name of the Children and Consumerism project and of Conanda, to speak about advertising in social media and the rights of children. The event gathered specialists from various countries in September to dis- cuss the involvement of children with new information technologies and their rights within this scenario. Perhaps Brazil would not have been present had it not published Resolution 163 by Conanda, on April 4th, 2014, in the Union's Official Gazette, which defined clearer criteria to identify what is considered abusive in marketing communication directed at children. The day at the UN was just as memorable as the many trips to Brasília - as well as the talks, articles published, interviews given, events organized, law suits filed, articulations, etc. - during a very special year for the Children and Consumerism team: advertising for children was an important theme on a national scale, even with Brazil so wrapped up in the World Cup, the water supply crisis in the Southeast, presidential elections, etc. To crown this leadership, the theme was presented as an essay topic to the almost 9 million students that took the Enem (National High School Test) in November. Based on a text by BBC Brazil, the candidates had to write about whether or not advertising should be directed at children. It was a great end to an unforgettable year! In 2014... ⚫ The São Paulo Public Defender's of- fice began 1 investigation based on a report by Children and Consumerism. • 8 companies were notified. • 1 representation send to the National Consumer's Department at the Depart- ment of Justice ⚫ The Public Prosecutor's Office in- stalled 3 civil inquiries based on re- ports by Children and Consumerism. • 2 companies reverted their fines from the Consumer's Office in the courts. •1 company had its fine by the São Paulo Consumer's Office upheld by the courts. • 2 companies changed their practic- es after being notified. • 3 food companies were notified by the Rio de Janeiro Consumer's Office for selling snacks with toy prizes. 24 | 25 criança e CONSUMO What is it: Since 2006, it has advocated with the goal of spreading and debating ideas related to questions of advertising products and services directed at children, and find- ing ways to minimize and prevent damages resulting from this practice. Highlight: Publishing of the Resolution 163 by Conanda in the Union's Official Gazette of April 4th, 2014, which considers all advertis- ing directed towards children to be abusive. criancaeconsumo.org.br facebook.com/projetocriancaeconsumo bit.ly/criancaeconsumo twitter.com/criancaeconsumo#15ALANA INSTITUTE A DAY IN THE LIFE OF A LITTLE RACE HORSE "I will never forget that dark and dusty bin," said the little horse, happy after being traded at a fair The Toy Exchange Fairs were a success - many children and toys left happy. PHOTO JOÃO LACERDA "I remember it like it was today. I was talking with my friends about the future, and we were having fun trying to guess who would be next to leave the store. I was used to watching all the excited children and would imagine what my life would be like outside that shelf. Would my owner take me everywhere? Would I be his favorite? Then finally came the day I met you. You were so excited to see me! We were inseparable... But it didn't last long: soon after you got another toy and I was cast aside. I felt abandoned. I kept thinking: if toys are made to play, what am I doing in this dark and dusty bin? Along with me were the other toys you had also left behind. We planned many ways to get your attention, so you would play with us again, but nothing worked. After almost losing all hope, we were placed in a box. We didn't know what was going to happen. Some said the garbage, others told of the horrors some kids do to toys. We were terrified, but I knew you wouldn't do us any harm. I was right! to We arrived at a park filled with children, it was like heaven. I would finally be “played” again, I thought! We were placed next you and I waited without knowing what would happen, until a kid pointed at me. After saying goodbye, you handed me to them and, in exchange, you got a game that you seemed to really want! I realized that from that point on I had a new owner! And I remembered what it's like to be a toy. If all children did what you did, we would never feel re- jected. With each trade, we become a toy... I wanted to thank you for making me happy again. And I hope to see you at the next trade fair!" Signed: Your Little Race Horse (that was once your favorite). New uses, lots of fun! A toy that is no longer fun, a nice space full of other children, and the chance to rediscover games, give new use to toys and take home something new and special. That's the Toy Exchange Fair, a project by Alana, that deeply believes that trading is much more fun than buying. The project organized new fairs in 2014 with a new face, in addition to encouraging other people to hold their own where and when they want - there were over 100 fairs registered on the website (not to mention the ones organized without registering!). Alana's fairs happened during the Virada Educação at MAM (Museum of Modern Art in São Paulo), the Virada Sustentável, Children's Day, and the two editions of SlowKids that happened during the year. All the material that explains how to organize a fair is avail- able on the project's website. There it is also possible to register an event and see where new fairs are happening all over Brazil. The trades are a fun way of rethinking consumerism and exercising detachment and they are becoming a routine for many families! FEIRA DE TROCAS DE Brinquedos What is it: A mobilizing action that began in 2012 in order to create a reflection on con- sumerism through trading toys, involving children and adults. Highlight: New fairs organized by Alana and over 100 autonomous fairs. feiradetrocas.com.br#16ALANA INSTITUTE POETRY ON THE BIG SCREEN Territory of Play becomes a feature documentary with a premiere planned for May of 2015. The editing process was a careful and sensitive immersion in over 500 hours of filmed material It took two years traveling throughout Brazil and visiting many communities - rural, indigenous, descendants of escaped slaves, in the badlands, the coast, and in cities. In each one, an eye dedicated to children, to games, to the culture of childhood. A documenta- tion in photos, texts, sound, and many, many hours of filming. Renata Meirelles and David Reeks spent a good part of 2014 deep in the 500 hours of material they brought in their With time slipping through their fingers luggage. She's an educator, and he's a documentary filmmaker. Both had the challenge of creating a story, finding a narrative thread and delivering a feature length film the work that will take to cinema screens the richness of what was captured by the couple during their journey. present team of collaborators and Maria Farinha Filmes! – dove headfirst into the images, revealing the subtleties of childhood expressed through play. There, they saw what they had not seen yet, rediscovered, revisited. Their monitor revealed such a rich universe... A the film made itself. = But... where to start? Renata decided to study. She read film theory, buried her head in film editing manuals, studied structure, discovered tricks. Despite being rich, this process kept her away from playing and its subtleties. She decided to jump over to po- etry. She delved into a variety of poets, in the hope that from one of them would come the inspiration for her film. However, the answer was not in poetry. Suddenly Renata re- alized that reading was not moving her forward. The production only started moving once she started listening to her own intui- tion and searched for a path to the film within herself. “I realized that I could only make a film if I found the truth in the material, what it had to say through my point of view," she explains. With this new lens, Renata and David as well as the ever As if this process wasn't intense enough, the daily demands of the projects kept happening. An exhibition with part of the ma- terial collected by Renata and David during their trip was set up during the Ciranda of Films at the Conjunto Nacional, in São Paulo. The same exhibition moved to the Sports and Physi- cal Education School at the University of São Paulo (USP), to Colégio Oswald de Andrade, to the International Festival of Language Exchange (FIL) in Rio de Janeiro, and to the VII Pai- déia Festival. The short documentaries produced by David and Renata also received honorable mention at the International Children's Film Festival in Florianópolis. The material the two produced in São Paulo - the last stage of their trip was released on the project's website. And Renata still published a book, Cozinhando no Quintal (Cooking in the Backyard, Editora Terceiro Nome), with photos that show the culinary world of children's games, where flowers, grass, leaves and seeds are transformed into the ingredients of great banquets. The subtleties of play were documented during Renata Meirelles and David Reeks' trip through Brazil. PHOTOS RENATA MEIRELLES DO TERRITÓRIO BRINCAR 28 29 What is it: A project dedicated to research, documentation, and raising awareness of the culture of childhood in Brazil, coordi- nated by the educator Renata Meirelles and the documentary filmmaker David Reeks. Highlight: Short films from the ex- hibition received honorable men- tion at the Children's Film Festival in Florianópolis. territoriodobrincar.com.br facebook.com/Territoriodo Brincar bit.ly/territoriodobrincar#17ALANA INSTITUTE 30 | 31 FROM THE SERTÃO TO THE CHU... The Absolute Priority Project traveled throughout Brazil to create partnerships and announce its mission to legal practitioners: to guarantee the application of article 227 of the Federal Constitution, which places children first The heat was searing. The sun was harsh, punishing, and the few trees around did not alleviate the desert climate. Like a dream, the sound of an accordion echoed through an auditorium filled with men in suits and women in formal dresses, hypno- tized by the beauty of the performance. Following this, their senses were taken by the recital of cordel poetry and guitarists fingering sertanejo melodies. This northeastern symphony set the tone of the I Encounter of Lawyers from the Sertão, at the Cariri Convention Cent- schools. The project sent a letter in March to OAB (Order of Brazilian Lawyers) and MEC (Department of Education) asking for the inclusion of ECA in the course cur- riculum. The project also proposed that the awareness of issues related to Brazilian chil- dren be done in practice by attending indi- viduals in vulnerable social situations. OAB responded to the letter, emphasizing that "the suggestion has been included in the debate points for the consideration of the National Commission for Law Education." er in the state of Ceará, in May of 2014. An enriching debate Organized by the Federal Council of the Brazilian Order of Lawyers (CFOAB), it gathered law professionals from the whole country in order to learn and discuss law practices in the sertão region, and the chal- lenges and difficulties faced by those who practice outside the large urban regions. "These are lawyers who fight every day in the most adverse conditions possible in order to serve Justice to a rural popula- tion that, at the end, will have nothing, or almost nothing, with which to pay," said Pedro Hartung, Alana Institute's lawyer, who attended the event. Like many others who attended this event, Pedro learned and became enchant- ed by the reality of the northeast. "I fell in love with the sertão!" he said when he returned. Alana's lawyer had been there with one goal in mind: bring Absolute Pri- ority into this context. The project offers paths for law practitioners to denounce children's rights violations and help guar- antee the application of article 227 of the Federal Constitution, which places them as the priority in the plans and concerns of the nation. Absolute Priority built many partner- ships during its first year, always with the aim of engaging the largest possible number of agents and give strength to its work. Among the partners are the CFOAB, the chapters in the states of Sergipe (OAB-SE) and Rio de Janeiro (OAB-RJ), and Ejur (Junior Judicial Enterprise of the Paulista State University - Unesp, in the city of Franca). Absolute Priority also sought to in- crease the debate over the inclusion of ECA (Children and Adolescents Statute) as a mandatory subject in the nation's law cussing childhood, the formation of chil- dren and their rights, always with a focus on article 227. Another important event was the de- bate Priority of Children in Regards to La- bor Rights, Family Rights and the Brazilian Judiciary, conducted during the XXII Na- tional Lawyers' Conference in Rio de Janei- ro. This issue is not normally present dur- ing these conferences and Absolute Priority, with the support of OAB-RJ, promoted a discussion among an interested audience that listened to heavyweight lawyers, judges, and the Public Prosecutors' Office. Together with the Down Movement In the same path of mobilization, the Ala- and the Another Glimpse project, Absolute na Institute - with the support of Sesc-SP Priority brought a focus on educational in- - gathered specialists and agents from civil clusion to its areas of action. This begin- society and the government at the I Abso- ning was marked by an event in Rio de lute Priority Forum. Janeiro and the launch of the guide School The participants spent three days dis- for All by the Down Movement. AREAS OF ACTION Inclusive education Essential conditions for schools Advertising aimed at children Play streets Tutoring councils prioridade absoluta criança em primeiro lugar What is it: Created to bring awareness and efficiently build on article 227 of the Constitution. Its mission is to inform, sensitize and mobilize law agents in or- der for them to become defenders and promoters of children's rights. Highlight: Participation in the XXII Na- tional Lawyers Conference. prioridadeabsoluta.org.br facebook.com/artigo227#18ALANA INSTITUTE 32 33 THE WORLD IS SATISFIED Nourished and born in Brazil, the Satisfeito project reached countries like the United States and Italy The idea was born during a trip to the United States. In a snap, as he was eating more than he wanted so no food was left on his plate, Alana CEO Marcos Nisti cre- ated the basis of what would become the Satisfeito project. Back in Brazil, the nour- ishing began. It took months from concep- tion to structuring and, finally, to launch a birth with pomp and circumstance that happened in 2012 at the restaurant Káa, in São Paulo. One year later, it's safe to say the baby has become well traveled. From Brazil, it left for Mexico, then to the United States, then to Italy and it won fans everywhere it went. The idea is always the same: to help in combating child malnourishment by saving and reducing food waste. For this, the restaurants partnering with Sat- isfeito offer reduced versions of their dish- es, serving two-thirds of the portion. By choosing the smaller version, the customer pays the same price and the restaurant's monetary savings are passed on to NGOs that work for children's food safety. The project also encourages the reduc- tion of food waste through partnerships - and it is getting hungrier for more allies! For example, the Mexican group CMR started this work in their country last year. Soon after, Satisfeito ambassador in the United States, Katie Sylva, presented the initiative to the Zero Waste Forum and took part in the American Dream Seekers competition, which presents innovations in various areas. The next stop was in the world capital of fashion: Milan, Italy. There, Satisfeito was acknowledged as a partner in the de- velopment of the Milan Protocol, a docu- ment co-written by specialists from the whole world that wants to improve the sys- tem of production, distribution and con- sumption of food in our planet. The last stop was at the United Nations. Highly acclaimed, Satisfeito reached global recognition, becoming a partner in the campaign Think. Eat.Save by Unep (United Nations Environmental Program), FAO and Messe Düsseldorf. The initiative seeks to broaden the con- cept and practice of conscientious con- sumption through an exchange of studies, ideas and projects. But Satisfeito is not carried out only Paulo. In addition, there was a deepening through international partnerships. It of the relationship that already existed with also works (a lot) here in Brazil. Marcos Sodexo, a company that integrates various Szrajer, from project team, presented the services in the industry. They started to principles that drive Satisfeito around the promote the program to its credentialed world to hundreds of people at the Ideias restaurants, spreading further our network Solidárias (Solidarity Ideas) event in São of satisfieds. WHO RECEIVES DONATIONS IN BRAZIL? The money donated by restaurants in Brazil go to the Associação Prato Cheio (Full Plate Association) and to Cren (Center for Nutritional Recovery and Education). satisfeito What is it: Global movement to fight against child hunger and food waste through direct actions with restaurants and organizations. Highlight: Partnership Think.Eat.Save program with Unep's satisfeito.com facebook.com/Satisfeito#19ALANA INSTITUTE A PARK, IT'S A LARK The community of Jardim Pantanal, in the city of São Paulo's east zone, gets a park with a library, "toybrary," and a space for concerts and meetings Rodrigo Ohtake's architectural project. Espaço Alana had already been changing its look over the past few years. But, in 2014 the change was even bigger. The insti- tute's plans were that this would be a transition year, with an end to direct services and actions aimed at developing a broad com- munity network. It was all planned to happen gradually. Until the unexpected happened. nity Association was announced - encouraged and supported by Alana, it has become an important channel for the community. And the park was born. Soon after, the space became essential for Alana's newly proposed actions to happen. In this new home, the Alana Band got an auditorium for rehearsals; the Community Association has an administrative office; and the community got a library, a "toybrary," and a charming park, the stage for lots of games, conversations, discussions and meetings. A great fire hit part of Espaço Alana's installations in January of 2014. The amphitheatre was completely destroyed, as well as a part of the building that held Nureca, the Culture and Recrea- tion Center. The library was also burned, and the fire abruptly CEI changes hands interrupted the work that would have been done in that space. Fortunately, no one was hurt. But the fire wound up hurrying what had already been planned. A park with the headquarters of the Jardim Pantanal Community Association will be built on the adjoining lot and the space of the burnt building, as well as a new library, a "toybrary," and a space for rehearsals and concerts by the Alana Band. The architect Rodrigo Ohtake was commissioned for the project. After a few months, construction began. The movements of the workers and the construction tarps helped the team get over the emotional shock. The formal creation of the Commu- The ICC (Child Citizen Institute) has taken over the administra- tion of the Centro de Educação Infantil (Child Education Center CEI) Alana. The transition took place over the end of 2014 and the beginning of 2015, and there was no reduction in places. ICC already works with other daycare centers in the region and now manages the space, the pedagogical proposal, staff, etc. All this movement has already presented results. Some of the cooks that worked at the CEI organized to provide food for the space's staff. With the help of Alana, they are opening their own business and will expand their service to the whole area. espaço plana What is it: Created 20 years ago in Jardim Pantanal, its mission is to foster local devel- opment through social-educational actions and community engagement. Highlight: Construction of the new space, designed by the architect Rodrigo Ohtake and opened in 2015.#20ALANA INSTITUTE A UNION OF THE UNEXPECTED The fire at Espaço Alana's amphitheatre, in January of 2014, forced the Alana Band to reinvent itself Silvanny Rodriguez was returning from vacation when she learned that a fire had destroyed the amphitheatre and part of the Nureca, the Culture and Recreation Center, at Espaço Alana in Jardim Pantanal. Silvanny, one of the coordinators and conductors of the Alana Band, was in shock. "Can you imagine what it's like to ar- rive at work and find everything in ruins?” she recalls. This was the space the band used for rehearsals and storing their instruments. In one of those unexplainable coincidences, the band's in- struments were having maintenance done outside the building. They had been taken from the amphitheatre the day before the fire destroyed everything. With their work tools intact, Silvanny and Adriana Biancolini, who shares with her the coordination of the work, decided that they couldn't stop. They transferred the rehearsals to the band's old warehouse, where their story had begun in 2007. A literal return to its ori- gins. "It was a death that led to a rebirth," says Adriana. And so, what could have deflated and disbanded the group had the opposite effect. Despite the difficulties of any new beginning, the process made the team even more united. To get over the loss of the building, the group put all its energy into its music and, as a re- sult, developed a new repertoire with their own songs and an ex- pansion of their show for children. Over the course of the year, as things got back in order, the band established partnerships with Música em Família (Music in the Family), Pequeno Cidadão (Little Citizen), and with MAM (Museum of Modern Art) for the project Todo Domingo (Every Sunday), an event that tries to revive culture and leisure at the Ibirapuera Park in São Paulo. These were all important incen- tives to move ahead! The Alana Band also diversified: besides performances, the coordinators also started giving corporate workshops. These are talks with musical activities, aimed at stimulating teamwork, valu- ing respect and listening and, with this, reaching a better level of production. The idea is to serve as inspiration for companies to develop like a musical group. Вамба ALANA What is it: The Band was created in Jardim Pantanl in 2007 through music workshops under the guidance of Silvanny Rodriguez and Adriana Biancolini. It currently has 34 members, all residents of the commu- nity. Beyond developing musical skills, it strengthens the sense of citizenship. Highlight: 26 performances for an esti- mated audience of 10,000 in 2014. bandaalana.org.br facebook.com/Banda Alana 34 STUDENTS 5 IN UNDERGRADUATE SCHOOLS 26 SHOWS 6 IN TECHNICAL SCHOOLS 10,000 YEARLONG AUDIENCE#21FUNDOS SMALL BUSINESSES, GREAT POTENTIAL IF IT DOESN'T EXIST, WE'LL CREATE IT A fund invests in small businesses in São Paulo's east zone because it believes in the transformational potential of these initiatives Vox Capital establishes itself as a investment fund for businesses with great potential for social impact and continues seeking incredible entrepreneurs with great ideas Created in 2010 with the objective of stimulating innovative busi- nesses that were relevant to the local community, the Fundo ZL Sustentável (Sustainable East Zone Fund) became incorporated in 2014: it is now an association, with the Tide Setubal Founda- tion and Alana Institute as its founders. Since its creation, 710,000 reais ($240,000 dollars) have been invested in 27 businesses in various fields. Their work bets on good ideas that need a little push in order to get started or that need to reach a level that allows it to move along without help. The managers of the Tide Setubal Fund saw this situation up close during a study conducted in São Paulo's east side: at the time, they found many great ideas, lots of drive, and lots of obstacles too. From there the fund was born, and it picks who it wants to support through an open call. The businesses must be socially inclusive and sustainable, and they receive technical support and a financial investment of up to 25,000 reais ($8,000 dollars). In addition, the Fundo ZL works to broaden the reach of each business, building bridges and bringing together the com- munity agents. FUNDOZL sustentável What is it: Fund that supports micro and small businesses in São Paulo's east zone through partnerships, management sup- port and investments. Has the Alana Insti- tute as a partner, along with the Tide Setu- bal Foundation. Highlight: 710,000 reais ($240,000 dollars) invested in 27 businesses since its creation. zlsustenta.org.br facebook.com/ fundozonalestesustentaveloficial Created in 2009, the Vox Fund came to help foster the environment for social busi- nesses in Brazil. Since then, it has sought out businesses and entrepreneurs to invest in and offer help in management. Vox Cap- ital is structured in two fronts: the equity, which currently maintains investment in six companies, and Vox Lab, which supports five projects that are not yet ready for share- holder participation, but are promising and can grow a lot with investment. Alana is one of the investors in Vox Capital - with an investment of 10 million reais ($3.3 million dollars) in 2012 - and is part of the council that conducts the selection process for busi- nesses that will receive investment. These are ideas that impact the lives of millions of Brazilians- and that can no longer wait to gain scale and reach their potential. VOX CAPITAL What is it: Company that invests in inno- vative businesses with a high impact that serve a low income population. The Alana Institute is one of its investors. Highlight: Investment of 10 million reais ($3.3 million dollars) by the Alana Institute in 2012. voxcapital.com.br facebook.com/voxcapital 38 39#22TIMELINE A BREATHLESS YEAR Month by month, Alana accumulated news, successes, some setbacks, launches, conclusions, and surprises. Over the following pages, travel through 2014 with the team and learn more details about events that entered the organization's history 40 | 41 JANUARY • ART OR ADVERTISING IN SCHOOL MATERIALS? A partnership between Pritt and Disney led to a campaign that involved workshops for children in shopping malls in Rio de Janeiro and São Paulo, making use of glue and characters of both brands. The action resulted in a notification by Alana to the companies. "The children were used for commercial ends during their moment of leisure, without the right to defend themselves," explains Ekaterine Karageorgiadis, the lawyer of the Children and Cosumerism Project. • AN INVASION OF SCHOOL LOCKERS On the first day of school, over 15,000 students in 220 schools in the state of São Paulo found kits comprised of snacks, coupons and vouchers inside their lockers. The companies Bauducco, Colgate-Palmolive, Starpoint, Daquiprafora and Hershey's, all managed by Global Box, thought it would be a good idea to distribute their "prizes" directly to students without even notifying their parents. "Advertising within schools is especially worrisome because, besides abusing the children's inexperience to promote sales, it invades a space that is essential to their formation," says Renato Godoy, researcher for the Children and Consumerism project. Alana notified all of the companies. "GREEN" CONCERN BECOMES A SALES TOOL The Children and Consumerism project delivered a report to the Specialized Consumer Protection Center and the Specialized Childhood and Adolescence Center of the Public Defender's Office in the State of São Paulo calling for the end of marketing actions directed at children by the drinks brand Tang, conducted by Mondelez International (current name of Kaft Foods). The "Esquadrão Verde Tang" (Tang's Green Squadron) campaing, which had recycling as its theme, involved ads, games, a internet radio, public spaces, competitions in children's programs and actions inside schools. Alana had already notified the company in September of 2012. • A FIRE DESTROYS THE AMPHITHEATER AND PART OF ALANA SPACE'S BUILDING On the 24th, a part of the Alana Space installations, in Jardim Pantanal in São Paulo, caught fire. It reached the amphitheater, library and the building where NURECA (Culture and Recreation Centre) was located. Luckily, there were no victims. The space's team quickly mobilized to clean the area so the CEI (Children Education Centre) installed in the building next door could re-open in February. 1.#23FEBRUARY • REBRINC AT IBIRAPUERA The IV Rebrinc (Brazilian Network of Childhood and Consumerism) Meeting, of which Alana is a member, took place in Ibirapuera Park in São Paulo. These bimonthly meetings feature the attendance of people interested in the relationship between children and consumerism. Yves de La Taille, a psychologist specializing in moral psychology and a professor at USP (University of São Paulo), was present at this edition. • WHERE IS ECA IS THE LAW SCHOOLS? In a letter to OAB (Brazilian Order of Lawyers) and to MEC (Depart- ment of Education), Alana requested, through its Absolute Priority project, for the inclusion of ECA (Childhood and Adolescence Statute) as a mandatory subject in all of the countries' law courses. Among the ten most honored Brazilian universities, only one - the Pontifícia Un- versidade Católica de São Paulo (PUC-SP) - has ECA as a mandatory subject. In response, OAB emphasized that "the suggestion has been in- cluded in the debate points for the consideration of the National Com- mission for Law Education." Creating and transforming with shapes and colors.. PHOTO JOÃO LACERDA ESTADÃO Blogs Sonia Racy Para ser direito Severi Alas, de da dos dada infância, vi var MRC Cal podio locale do auto da Criando Adolat de Dio do Pais Come daripline che Daddeldudes, PUC/3P-BCA Direito ADA já respos Manique gold Trol de Bebates". OBC sindano se m (Visited time, avis today) O Estado de S. Paulo, 16/2/2014 MARCH NEW ⚫ ANOTHER GLIMPSE FOR DOWN SYNDROME On March 21st, the International Down Syn- drome Day, Alana launched the Another Glimpse project. Its website and social network pages went online and since then have accu- mulate thousands of fans and followers - all of them interested in maximizing the content's reach, in following the feats of the reporter Ju- liana Bessa, in reading entries by the blogger Carol Rivello, and following the comic strip story of O Mundo Segundo Bia (The World According to Bia) by Flávio Soares. • THE ALANA BAND IN THE PARK! In partnership with MAM (Museum of Mod- ern Art), the Alana Band became a part of the permanent program of the Museum at Ibi- rapuera Park project, in São Paulo, where they play the last Sunday of every month. Beyond cinema, the Ciranda of Films had lots of talks, games and dances. PHOTO ALINE ARRUDA FOLHA DE S.PAULO ***UM JORNAL A SERVICO DO BRASIL mercado Empregar pessoas com down melhora a saúde das empresas MARANA BARBOSA DE SAO PAULO 21/03/2014 00 José Fernando de Souza Puglisi, 42 ans, trabalho seis anos no Pizza Hut até ser "robado pela rival McDonald's, há quase um ano Sua maior qualidade o sorriso e a adetividade que melhoram o ambiente de trabalho. E também as vendas de cafezinho svet To no pós-venda e tem dia que vendo 40 Folha de S.Paulo, 21/03/2014 • AND IN THE WORKPLACE? In the workplace, this new perspective brings improved results in five of nine indicados used to measure the organizational health of a company, according to the consulting firm McKinsey&Company. This conclusion is con- tained within a study commissioned by Alana. There was a positive impact on the levels of lead- ership, client satisfaction, culture and mood, team motivation, and control and coordination. The study was presented to human resources execu- tives and directors of large companies at the Mu- seu da Casa Brasileira, in São Paulo. • ADVERTISING OF FOOD PRODUCTS MUST FOLLOW RULES Brazil needs legislation that regulates "the la- beling, advertising and other market practices of food products, focusing especially on the protection of children." This was one of the main conclusions, expressed in a letter, from the 4th CNSAN+2 (4th Conference on Food and Nutritional Security + 2), which happened in Brasília and included Alana's participation. • HAPPINESS AGAINST UNFETTERED CONSUMERISM An event at the Alana Auditorium brought Kumi Naidoo, the executive director of Green- peace International, to discuss the impacts of consumerism on the environmental agenda. "Unfettered consumerism creates waste, and waste has an impact on the environment. We must break this cycle," said Naidoo. During the conversation, mediated by Marcelo Sodré, attorney and professoar at PUC-SP, as well as a member of the council of the Children and Consumerism project, also talked about happi- ness: "We are creating false desires in young- sters who believe that if they consume, they will become better," said the Greenpeace leader. • THE CIRANDA DANCED ENCHANTED! - AND A film festival focusing on childhood and edu- cation, based on three themes: birth and in- fancy, spaces for learning and education, and transformational movements. That was the 1st Ciranda of Films, which happened at the Cine Livraria Cultura in the Conjunto Nacional, in São Paulo. The festival included over 35 films, among them the premiere of the documentary Drops of Joy, produced by Maria Farinha Film- es and directed by Cacau Rhoden. "THERE ARE MANY WAYS OF LEARNING. EDUCATION HAPPENS OVER MANY TIMEFRAMES, IN DIFFERENT SPACES, WITH DIFFERENT AGENTS" Cinema Mostra Ciranda une cineastas e educadores TERMELON Evento que começa segunda resgata ocult Pequeno Fugitivo e faz debases ORN 3 HE ENTRGINIA Queremos criar intercâmbio de saberes ANA CLAUDIA ARRUDA LEITE Coordinator of Education and Childhood Culture O Estado de S. Paulo, 28/3/2014#24APRIL MAY • RESOLUTION 163 BY CONANDA IS A VICTORY FOR CHILDHOOD What was already stated in law is now even clearer, and the issue is now one of the interests of Co- nanda (National Council for the Rights of Children and Teenagers). Resolution 163, published on April 4th, considers advertising and marketing communications aimed at children to be abusive. The text states that a practice done "with the intention of persuading them towards the consump- tion of any product or service is abusive and, therefore, illegal under the Consumer Protection Code." It also considers abusive any advertising inside daycare centers and schools, including on uniforms and didactic materials. • SUPPORT FROM THE NATIONAL HEALTH COUNCIL A Motion in Support of Resolution 163 was approved in a plenary session. AMESA COM O VALOR ANA LUCIA VILLELA Maior acionista individual do Itaú tornou-se uma voz atuante na cruzada nacional contra a propaganda infantil por meio do Instituto Alana. Por Bettina Barros, de São Paulo Criança, a alma de seu negócio "PE • ABSOLUTE PRIORITY ORGANIZES ITS FIRST FORUM Respected speakers, deep discussions, and a strong repercussion: this was the I Absolute Priority Forum, an initiative by Alana Institute with support from Sesc-SP. With the theme of "Children First," the opening featured the asso- ciate judge of the São Paulo State Court Anto- nio Carlos Malheiros; pediatrician and former dean of Unicamp (State University of Campi- nas); and Marcelo Nascimento, general coordi- nator of the Sistema de Garantia de Direitos (System for Guaranteeing Rights). The jurist Dalmo Dallari participated remotely and Mu- nir Cury, retired attorney general, was the me- diator. The following day, the debate "Who is the Brazilian Child?" was mediated by Ladislau Dowbor, economist at PUC-SP and council to Children and Consumerism. The participants were the psychoanalyst César Ibrahim, chil- dren's author Ilan Brenman, researcher Irene Rizzini, and the educator Renata Meirelles. The forum ended with the debate "Children, Media, and the City," mediated by professor Valor Econômico, 11/4/2014 Rachel Biderman. At the table were Diego Me- deiros, representing Conanda; Julio Pompeu, professor of ethics at Ufes (Federal University of Espírito Santo); João Sette Whitaker, urban- ist; Rodrigo Nejm of Safernet; and Salomão Ximenes of Ação Educativa. The philosopher Clóvis de Barros Filhos participated remotely. • REBRINC HOLDS ANOTHER MEETING The topics of the V Meeting were the reactions to Conanda's Resolution 163 and the need for move- ments to organize in favor of childhood. "The market is resisting the change and keeps running advertising directed at children," said Desirée Ruas of Rebrinc. "This is a challenge to all move- ments that defend childhood," she concluded. • ALANA INSTITUTE SIGNS PARTNERSHIP TERMS WITH OAB During the I Absolute Priority Forum, Children First, Marcos Nisti, CEO of the Alana Insti- tute, announced the signing of the partnership terms with the Federal Council of the Brazilian Order of Lawyers (CFOAB), with the aim of repeating events such as the forum. SlowKids: attending curiously to the immense ground of possibilities. PHOTO JOÃO LACERDA • MEC ASKS FOR THE END OF ADVERTISING IN SCHOOLS MEC (Department of Education) sent a techni- cal note to its departments in order to orient the secretaries of the state and municipal education systems about the text of Resolution 163 by Co- nanda, and requesting that no marketing com- munications be allowed within school grounds. MEC stated that the school is designed for the full-time formation of children and, therefore, it must not allow the use of its space for the pro- motion of products and services. • ENTITIES RELEASE MOTION IN SUPPORT OF CONANDA The Alana Institute, along with 44 institutions, signed a motion in support of Resolution 163 by Conanda. Among the signatories are WPH- NA (World Public Health Nutrition Associa- tion), Proteste, Procon-RJ, Procon-SP, Obesity Policy Coalition Australia, UFRGS (Federal University of Rio Grande do Sul), Idec (Brazil- ian Consumer Protection Institute), and Sinesp (Nutritionists Union of the state of São Paulo). • ALANA CONTINUES IN THE COUNCIL OF CONSEA The entities participating in Consea (National Council on Food and Nutritional Safety) renewed their positions as counselors for another two years (2014-2015). Among them is Alana, still repre- sented by the lawyer Ekaterine Karageorgiadis. • ALANA AT THE VIRADA EDUCAÇÃO A group of youngsters interested in the rela- tionship between schools and communities cre- ated the Movimento Entusiasmo (Enthusiasm Movement). By organizing the Virada Edu- cação (an education festival), Movimento Entu- siasmo organized over 60 free activities around Roosevelt Park in São Paulo, with the active participation of the area's schools. Alana con- tributed with a Toy Exchange Fair at the Ga- briel Prestes Middle School and screened the documentary Target Market: Kids, followed by a roundtable discussion with the psychologist Maria Helena Masquetti. • MUSEU DA CASA BRASILEIRA WELCOMES SLOWKIDS It was magical! Parents, children, grandparents, aunts and uncles, friends and lots of fun. The day, which started beautifully and ended with heavy rain, consisted of a variety of workshops, a toy trade fair, storytelling, and a concert by Música em Família with guests Alana Band, as well as a screening of the film E.T. SlowKids was part of the Virada Cultural festival, which happened during the same weekend through- out the city of São Paulo. • A WEEK DEDICATED TO PLAYING Children and adults were united in activities throughout Brazil with a common goal: to play. With the theme of "Playing Together We All Win," the World Play Week involved 200,000 people in workshops, music, dance, theatre, cir- cus classes, storytelling, among other activities. Alana, a partner of the Week, organized two activities: a games workshop in Jardim Panta- nal, in São Paulo's east zone, with sack racing, jump rope, hopscotch, tops and marbles; and the opening of the Territory of Play exhibition at the School of Physical Education and Sports at Universidade de São Paulo. ⚫ RNPI DEFINES STRATEGIES RNPI (National First Infancy Network), of which the Alana Institute is a backer, met from the 22nd to the 24th of May in Fortaleza to de- fine its strategic planning. The main objectives of the meeting were to establish the representa- tion criteria of the network, discuss strategies for articulation, and create, develop and coor- dinate actions focusing on its economic, politi- cal and technical sustainability.#25JUNE • ABSOLUTE PRIORITY ESTABLISHES PARTNERSHIP WITH OAB-RJ Alana and the Rio de Janeiro chapter of the Brazilian Or- der of Lawyers established a partnership with the goal of joining their efforts in defense of children's rights, in which they committed to organize events, conduct institutional promotions and other activities in order to mobilize lawyers around this cause. • FRIENDS OF JARDIM PANTANAL On June 13th, the Association of the Community and Friends of Jardim Pantanal was officially founded, in São Paulo's east zone. Poster for the film Tarja Branca (Drops of Joy), which attracted over 20,000 viewers to movie theatres. PHOTO PATRICIA SOUZA ESTADÃO Cultura Cinema 'Tarja Branca' é um filme reflexivo e emocionante Cacau Rhoden use abusa de verbo e brincadeiras em novo longa Sergio Agu ve texto o bonito no Alida de domingo - Carpe Libra Copa do Mundo, que está dost dentro de campo, tanto gols, to times peques (Dua) vencendo os Colas da competição, que ele de recicl arma melhor a ferrere destrucar carter doda fabel David Him belim fime carta que tratamente disse. Do dino da cidade de brincar. Tarja Branca-A RevoluQF começa de manibe, falando de crianças RELACIONADAS Eas been dedame de O Estado de S. Paulo, 23/6/2014 • DROPS OF JOY HITS THE THEATRES Produced by Maria Farinha Filmes, Tarja Branca - A Rev- olução Que Faltava (Drops of Joy) premiered in movie thea- tres throughout the country. The film, directed by Cacau Rhoden, highlights the importance of keeping a playful spirit and the lightness of play through every phase of our lives. The documentary was well received by critics and had an at- tendance of over 20,000 in theatres. ⚫ VI REBRINC MEETING • AWARDED AT A FESTIVAL Short documentaries by Territory of Play received honorable mention in the category Children's Series at the International Children's Film Festival in Florianópolis. FOLHA DE S.PAULO *** JORNAL SERVIÇO DOSEL QUINTA-FEIRA DE REVENINO DE edição impressa opinião *** ISABELLA HENRIQUES TENDENCIAS DEBATES Publicidade dirigida a crianças deve ser proibida? SIM Um mercado fora da lei Hi quase mess foi publicada a resolução nº 163 de Conanda (Conselho Nacional dos Dios da Criança e do Adolescente), que passou a considerar abusiva toda e qualquer publicidade ou comunicação mercadológica dirigidas no público infatil com de 12. No entanto, o que se verifica completo desrespeito à noma. A publicidade que fala diretamente com a criança com a intenção de soduzi-la paca o consumo continua fe forte nos canals selevisivos segmentados infata, na sev aberta, nos olemas, nas escolas, nos parques, nos clubes, na distribuição de brindes colecionáveis das cadas de fat-food om outros Inmores espaços de convivência como jufcaso? Como explicar para mães e pais canade publicitário que ingen sous filhos que a norma está em vigor, mas parcamente o mercadoiro não a cumpre? No hi como Só moumo a constatalo de que, pars as emps, para as agências de publicidade e para os veicules de comunicato onvolvidos, as interesses financeiros e corporativos soment mais importante que o saudável desenvolvimento das nosa A publicidade comunicação mercadológica que se dirigem diretamente às crianças, além de ilegais, são anticas e morais Aproveitam se da peculiar a de desenvolvimento dos pequenos, justamente quando alla conseguem entender criter pensive das mensagens ou mesmo diferenciar o comedo de entretenimento do comercial. A publicidade infantil intensifica problemas sociais como o consumismo int, a formação de valores materialistas, o aumento da obesidade infantojuvenil violência e a erotic proc Omada, de maneira geral, et infringindo despuderadamon qu Folha de S.Paulo, 28/6/2014 JULY "ALANA HAS THE DUTY OF ILLUMINATING WHAT MUST BE ILLUMINATED" ANA LUCIA VILLELA President • SUSTAINABLE DEVELOPMENT AND CONSUMERISM Over 30 member organizations of the Latin America and Caribbean Consumers International, including Alana, signed a declaration urging the governments of each country to promote the inclusion of the United Nations Directives for Consumer Protection as part of the Objectives for Sustainable Development. The goal is that they be implemented by 2030. The • MAM AND ALANA ORGANIZE TOY EXCHANGE FAIRS A school vacation month, July has become the month of trading toys. Toy Trade Fairs, organized by Alana in partnership with MAM (Museum of Modern Art), happened every Saturday during July in São Paulo, end- ing always with a free show by the Alana Band. ⚫ CHILDREN AND CONSUMERISM PROJECT LAUNCHES NEW WEBSITE • CONSTRUCTION AT ESPAÇO ALANA Replacing the building that burned down in January, a great social space. Designed by artchitect Rodrigo Ohtake, the new Espaço Alana is a great park, with a library, a "toybrary," auditorium and an office for the Com- munity Association, set to open in March of 2015.#26AUGUST • A PORTRAIT OF INCLUSIVE EDUCATION IN HIGH SCHOOL Produced by Maria Farinha Filmes and directed by Renata Sette, the film Another Glimpse which tells the story of a student from Rio Grande do Sul named Renata Basso, premiered during an event at Alana's Auditorium. Renata, who has Down syndrome, finished high school and is pre- paring to enter university. The Rodrigo Mendes Institute, a partner in this production, developed supporting materials that contextualize and sys- tematize the learning experiences. "Contempo- rary education should value differences, contrib- uting to the formation of individuals adapted to today's world," stated Rodrigo Mendes during the event. The film was sponsored by Itaú BBA and Alana Institute, in addition to support from the Unibanco Institute, the Department of Edu- cation, and the Brazilian Federation of Down syndrome Associations. • ANOTHER GLIMPSE SUPORTS THE BRAZILIAN FEDERATION OF DOWN SYDROME ASSOCIATIONS In order to strengthen the network of NGOs that work with Down syndrome in Brazil, the Alana Institute offered financial help to the Brazilian Federation of Down syndrome Associations. They agreed on a donation of 300,000 reais ($100,000 dollars) to improve the human and technical resources of the current administration. The Federation has already re- ceived 60,000 reais over the past six months, and the rest will be transferred over the next three years. ⚫ ON INNOVATION, WITH INNOVATORS During a visit to Alana's offices to talk to a small group of guests, Joi Ito, director of the MIT Media Lab, talked about innovation and the paths to creating technologies with the po- tential to transform the way we live. Ito is one of the most acclaimed thinkers on innovation and technology today. • THE ALANA BLOCK AT THE VIRADA SUSTENTÁVEL The fourth edition of the Virada Sustentável (a sustainability festival) in São Paulo, from August 27 to 31, had a Toy Exchange Fair, the Terri- tory of Play exhibit, a talk about consumerism and social business, performances by the Alana Band and Cia. Brasiliadança, and a screening of the documentary Tarja Branca (Drops of Joy). Alana was honored at the circuit Causa+Arte (Cause+Art), where the artist Binho Ribeiro, one of the pioneers of Brazilian street art, repre- sented the Institute's concepts through art. UOL educação Crianças precisam brincar mais e comprar menos, diz especialista UOL SP 12000004 Celular novo, timo jogo lançado roupa de marca mochilad personagem, nis de grade Occas setomado uma questo importance pars pais e educadores dos adult-u diver, sem ber que comprar o melde Opere da so As mãos do poder público-a Coca Col Desde Criança e do Acce ardano primo sem probe qualquer publicidade din da destamente o crianças Portal UOL, 17/8/2014 Ana Cadia Art L a dela • ALANA LAUNCHES NEW WEBSITE • ADVERTISING ON THE WEB The study TIC Kids Online Brasil 2013 evaluat- ed for the first time the exposure of children and teenagers to advertising and marketing commu- nications on the internet and other media. The result was staggering: 61% have contact with ad- vertising on social networks. • AN INSPIRATION FOR PUBLIC POLICY The Official Gazette of the State of São Paulo published the constitution of a working group to present a proposal for the continuous train- ing in management and leadership. The pro- ject, by the State Department of Education, was inspired by the Managers' Academy, cre- ated by Alana and Itaú BBA. Fair: an exchange that excites, brings us closer and leads us to think a lot about consumerism. PHOTO RENAN SATTI 1300 SEPTEMBER • FORMAL CREATION OF ALANAPAR - A Rev- • TARJA BRANCA HAS INTERNATIONAL PREMIERE The documentary film Tarja Branca olução que Faltava (Drops of Joy) has its inter- national premiere at the Los Angeles Brazil Film Festival, in California. After screening at the fes- tival, the film was made available on iTunes for the United States, Latin America and Europe. • CHILDREN SHOULD BE FREE OF ONLINE ADVERTISING, SAYS ALANA AT THE UN "Children up to 12 years of age must be protect- ed from marketing communications in all media, including those done through social networks and other new information technologies," said Pedro Hartung, lawyer for the project Children and Consumerism, at the Day of General Dis- cussion during the 67th session of the Children's Rights Committee at the UN in Geneva. The event attempted to understand the effects of children's involvement with social media. FOLHA DE S.PAULO edição impressa Indice geral do jomul de ilustrada * MONICA BERGAMO cabergo.com.b SEM RECLAME BADO DE ETEMBRO DE 204 Um pro do que propaganda kudo q publicado pela ONU, do deside texte respeito de impacto de marketing nos direitos eve a colabonge de Kaidia, advogada da cidade de de El dmedidade de obra publicidade pasos de 12 uma das principais bandido Al MECENAS OMAR Medo dogs Art Po Help BS 80 mil dan pels F Folha de S.Paulo, 20/9/2014 • GAMES WITH ADVERTISING SHOULD HAVE A +12 RATING The Children and Advertising project took part in Inmetro's public inquiry and asked that games with advertising be recommended to adolescents over the age of 12. ⚫ CHILDREN AND CONSUMERISM PARTICIPATES IN INTENATIONAL EVENT ABOUT NUTRITION A public health issue, healthy diets are dealt con- stant blows by advertising for ultra-processed foods especially those directed at children. Because of this, the Children and Consumer- ism project participated in the Building Healthy Global Food Systems: A New Imperative for Public Health conference in Oxford, England, organized by the World Nutrition and Public Health Association, where it presented the Tang case (more information in the January section). • NEW PARTNERSHIP WITH OAB, THIS TIME WITH ITS SERGIPE CHAPTER The lawyer Ekaterine Karageorgiadis, repre- senting the Absolute Priority project, signed partnership terms with the Sergipe chapter of the Brazilian Order of Lawyers (OAB-SE) dur- ing the Family, Gender and Establishment of Fundamental Rights congress in Aracaju. • ALANA AT FIL The 12th edition of the International Language Exchange Festival (FIL), organized in Rio de Janeiro, featured Alana's participation through the Territory of Play and Absolute Priority projects, and its Education and Childhood Cul- ture department. The film Drops of Joy was screened for the participants. The National Forum on Culture and Childhood was also held during FIL, with the participation of Ana Claudia Arruda Leite. ⚫ INCLUSIVE EDUCATION AT THE GLOBAL ACTION WEEK The Global Action Week (GAW) 2014 had the right to inclusive education as its theme. The Alana Institute participated by screening the short Another Glimpse and holding a roundta- ble discussion. GAW is an initiative of the Glob- al Campaign for Education (GCE), and since 2003 it has been held simultaneously in over 100 countries as a way of pressuring politicians to carry out laws that seeks to guarantee quality public education for all. • SATISFIED JOINS THE THINK.EAT.SAVE CAMPAIGN This global campaign seeks to reduce food waste, and is led by UNEP (UN Environmen- tal Program) and FAO (United Nations Food and Agriculture Organization). "This is the first project in Brazil to become a partner in the campaign. This action reinforces Satisfied's importance in preventing food waste," said Lui- za Esteves, coordinator of the project. Think. Eat.Save has partners in South Africa, Kenya, United Kingdom, United States, France, Can- ada and Denmark. "The partner organizations bring their experiences and maximize the reach of the campaign's actions," said Denise Hamú, UNEP representative in Brazil.#27OCTOBER NOVEMBER • TERRITORY OF PLAY LAUNCHES NEW WEBSITE • EVENT REMEMBERS THE MEANING OF CHILDREN'S DAY Beyond buying (or receiving) a new toy: a Toy Exchange Fair organized by Alana at the Eder Sader Square in Vila Madalena, São Paulo, in- vited families to experience a new kind of fun on Children's Day. Trades, street games and activi- ties proposed by Recreart - a recreational group dedicated to reviving the culture of childhood- market the 12th of October in São Paulo. • REBRINC MEMBERS GATHER FOR VII MEETING ⚫ CHILDREN AND CONSUMERISM CREATES THE CAMPAING #ANUNCIAPRAMIM On Children's Day, the Children and Consum- erism project launched the campaign #anun- ciapramim (#publicizeforme), which continues without an expiration date, in order for adults to express their displeasure at marketing communi- cations actions aimed at children. All one has to do is access the hotsite www.anunciapramim.com, enter their email (which won't be shared) and in- form what company was caught acting illegally. The information serves as a basis for a letter ad- dressed to the company requesting that it stop breaking the law and start addressing their com- munications to adults. • CONANDA RESOLUTION IS CONSTITUTIONAL At the request of Children and Consumerism, Bruno Miragem, doctor and masters of Law, president of Brasilcon (Brazilian Institute of Consumer's Rights and Politics) from 2014 to 2016 and professor at UFRGS (Federal Uni- versity of Rio Grande do Sul), elaborated a detailed opinion in which he concludes that Conanda's Resolution 163 is absolutely consti- tutional. An authority in Consumer's Rights, Miragem says the text defines "criteria for the interpretation and application of arts. 37, para- graphs 2 and 39, IV, of the Consumer Protec- tion Code, in view of protecting the interests of children and adolescents, being considered an absolute priority in the terms of art. 227 of the Constitution of 1988.". • ABSOLUTE PRIORITY LAUNCHES NEW WEBSITE • CHILDREN'S RIGHTS IS PRESENT IN OAB EVENT The XXI National Lawyer's Conference at- tracted around 200,000 people to Rio de Ja- neiro. Among various debate tables, a special event gathered over 200 lawyers, law students and others interested in children's rights. The discussion Priority of Children in Face of La- bor Rights, Family Rights and the Brazilian Ju- diciary, organized by the Rio de Janeiro chapter of the Brazilian Order of Lawyers (OAB-RJ) in partnership with the Absolute Priority project, covered themes such as parental alienation, child labor, and the judicial system for children and adolescents. • ABSOLUTE PRIORITY PARTICIPATES IN EVENTS IN ACRE AND RONDÔNIA Taking the discussion of children's rights to the entire country, Alana was represented in two events in Brazil's northern region organized by the Brazilian Order of Lawyers (OAB) in the states of Acre and Rondônia. • TERRITORY OF PLAY RELEASES COZINHANDO NO QUINTAL Renata Meirelles, educator and creator of the project Territory of Play, released the book Coz- inhando no Quintal (Cooking in the Backyard, Editora Terceiro Nome), which shows through photographs how children use the materials around them while play-cooking. • ROUNDTABLE TALK ABOUT CHILDREN AND NATURE Rita Mendonça, of Instituto Romã, defended at a roundtable talk organized by the Alana In- stitue that nature is children's natural habitat. The coordinator in Brazil of Sharing Nature Worldwide, Rita explained that "as they play in nature, children develop their own perception of the world, as well as their creativity, sensitiv- ity and intelligence.". • FOCUS ON INCLUSIVE EDUCATION Can schools deny enrollment to a child with a disability? What does the legislation say? The Another Glimpse project brings the answer to this question to help guide parents. Meanwhile, Absolute Priority included this issue in its areas of action so agents of the Law can help curb any abuses and illegalities. Renata Basso, protagonist of the film Another Glimpse, was the subject of a story on the growth of inclusion in formal schools. PHOTO REDE GLOBO • ENEM ESSAY COVERS CHILDREN'S ADVERTISING "Children's advertising in question in Brazil" was the theme of the essay question posed to 8.7 million students taking the 2014 Enem (National High School Exam). To inform the students' writing, the test provided an article discussing if advertising towards children should be outlawed in Brazil, along with a chart on children's adver- tising around the world and an essay on children as the consumers of the future. EDUCAÇÃO ENEM 2014 Tema da redação do Enem 2014 é sobre publicidade infantil no Brasil Cars on prova após o no one coming Vequenos para conseguma dago 1.000 MEC 153 T Avec Exam do Ensino do Enem de 2014.com A ENEM 2014 prov Portal G1, 9/11/2014 • ALANA INSTITUTE HOSTS SEMINAR ON CHILD LABOR Kailash Satyarthi, Nobel Peace Prize winner in 2014 for her work in combating child labor around the world, led the End Child Slavery Week campaign, a set of global actions aimed at spreading information about this problem and supporting initiatives that try to extinguish it. The Alana Institute and Gesto Comunicação e Cultura organized the seminar Labor and Child Slavery: Let's Get Rid of This?, an event that gathered professionals interested in the issue, as well as partner organizations and public officials. • DEPARTMENT OF HEALTH LAUNCHES NUTRITION GUIDE FOR THE PEOPLE OF BRAZIL • SLOWKIDS AT BURLE MARX PARK Children and their families having time for fun, games, enjoying nature and each other. That was the mood of the third edition of SlowKids at the Burle Marx Park in São Paulo. The afternoon had a Toy Exchange Fair, a show by Brasileirin- hos, nature walks, activities with educators from Instituto Brincante, performances, book readings, yard games, art for babies, and slowbikes. • LAUNCH OF THE REBRINC WEBSITE ON THE 21ST The date of the launch was chosen to commem- orate 25 years of the United Nations Conven- tion on Children's Rights. • #ESCOLAPARATODOS CAMPAIGN PROMOTES INCLUSION A new campaign, #Escola Para Todos (#School- ForAll), joined the fight for the inclusion of children with disabilities in all schools. The Ab- solute Priority and Another Glimpse projects supported the launch, an initiative by the Movi- mento Down (Down Movement), and took part in elaborating the guide Inclusive Education: What Parents Should Know, with information on the rights to education for children with disabilities. The launch happened at the Inclu- sive Education over the Past 25 Years forum at OAB-RJ (Rio de Janeiro chapter of the Brazil- ian Order of Lawyers). • CEI ALANA CHANGES HANDS The transfer of CEI (Children Education Cent- er) Alana was made official on November 28, 2014. In January of 2015, the Instituto Criança Cidadã (Child Citizen Institute) took over the management and operation responsibilities of the Children's Education Center. guia Leitores escolhem SlowKids como melhor passeio infantil de 2014 Obres de "Qua" coram everts Slows como me melhores infant de 2014, Raids parque Bute Man, do ano sonces oferece atividades gratuites come oficinas, trocas de 2014 brinquedos com antud "de" beques um dia de idade Dudou com a Casa do Brincar, mis Occ que preferirem. And second events preferidas do público em 23 carncluindo sheen, teatro, exposições e restaurante Conc. Slow Ods Folha de S.Paulo, 23/12/2014 Jornal Nacional, 8/10/2014 SlowKids at Burle Marx Park (São Paulo): a day dedicated to play. PHOTO JOÃO LACERDA#28DECEMBER • EDUCATORS REFLECT ON THE PROTECTION OF CHILDREN Docents and future teachers of the state of Acre discussed the protection of children in a consum- er society and the impacts of children's advertis- ing on their development in a short course given by lawyer Pedro Hartung during the XVII Week of Education at the Federal University of Acre (Ufac). Hartung was also a speaker on the panel Children and Consumerism: A Transversal and Urgent Theme in the Educational Environment. • SUPPORT FOR RATINGS SYSTEM Over 80 entities, Alana among them, signed a Public Letter addressed to the Supreme Court reinforcing their support of the Ratings System. • DROPS OF JOY WINS 3RD PLACE AT THE ONLINE INTERNATIONAL FESTIVAL December was a month of celebration at Maria Farinha Filmes. The documentary Tarja Branca - A Revolução que Faltava (Drops of Joy) won 3rd place at the online festival #VOFF (Viewster Online Film Fest), which features works from around the world. The film also won the approval of the audience and was among the ten best voted in the popular jury. #VOFF is the largest online film festival in the world, with over 1 million visi- tors. In addition to this prize, Drops of Joy was awarded in the best documentary category at Braffty (Brazilian Film & TV Festival of Toronto) and acclaimed by the critics of the major news vehicles in Brazil. It is available on Netlfix and Net Now in Brazil, and on iTunes in 39 countries. • MARIA FARINHA RELEASES THE MOVING BOX Maria Farinha's three partners - Marcos Nisti, Estela Renner and Luana Lobo - gathered in public for the first time for a casual talk that revealed a lot about the spirit of the produc- tion company. The encounter took place at the release of the box set with the documentaries Criança, a Alma do Negócio (Target Mar- ket: Kids), Muito Além do Peso (Way Beyond Weight) and Tarja Branca - A Revolução que Faltava (Drops of Joy), at Livraria da Vila in São Paulo. Critics considered the three films to be impactful, with each one of them being con- sidered as a potential agent for change. From there came the idea of creating a packaging that alludes to its moving role. • EDUCATION BEYOND THE PLATE AWARD REVOLUTIONIZES SCHOOL MEALS The Prêmio Educação Além do Prato (Edu- cation Beyond the Plate Award) encouraged hundreds of schools in the São Paulo mu- nicipal school system to create actions aimed at improving the eating habits of its students by encouraging those who bring box lunches, discussing food and by engaging with partners. The competition was organized the São Paulo Municipal Department of Education in part- nership with São Paulo Carinhosa - the city's policy initiative for early childhood - and had the support of the Alana Institute. At the end of the year, six schools were awarded and the real winners were its thousands of students. • RNPI RECEIVES HUMAN RIGHTS AWARD The highest honor given by the Brazilian gov- ernment to people and organizations that de- velop actions for the defense of the basic rights of citizens was given by president Dilma Rouseff to Rede Nacional Primeira Infância (National Early Childhood Network). Childhood is the best version of each life story, and you can't put a price on it. PHOTO MARIANA CHAMMA • THE COST OF OBESITY IN THE COUNTRY IS 2.4% OF GDP The study Overcoming Obesity: An Initial Economic Analysis, released by the consulting firm McKinsey Global Institute, revealed that obesity in Brazil leads to a loss equivalent to 2.4% of its GDP, which amounts to approximately 110 billion reais ($36 billion dollars). According to the last Pesquisa de Orçamento Familiares (Family Budget Survey, POF 2008-2009), over half the adult population is overweight. The numbers for children are also alarming: 33% show problems, with 15% already being obese. According to McKinsey, over 2.1 billion people in the entire world, or one third of the global population, are overweight or obese. Currently, 5% of deaths are caused by obesity. If nothing is done, almost half of the adult population will be overweight by 2030. • PROTECTING CHILDHOOD IS MUCH MORE LUCRATIVE The study Economic Impacts of the Application of Resolution 163 by Conanda (National Coun- cil for the Rights of Children and Adolescents), commissioned by Maurício de Sousa Produções, showed that prohibiting advertising aimed at children would lead to a 33.3 billion reais ($11.1 billion dollars) loss for the industry. A quick calculation show that, considering a population of 40 million children up to age 12, each child is worth 825 reais ($275 dollars). “It is essential to think not about the economic loss, but the consequences that stimulating consumerism since early childhood can have on the future," said Ekaterine Karageorgiadis, Alana Institute lawyer. • COURTS LIMIT BEER ADVERTISING The 4th Circuit Regional Federal Court determined the restriction on TV and radio advertising for all drinks with alcohol content equal or superior to 0.5 on the Gay-Lussac scale. Until then, the restriction was only for drinks with a level above 13. "This decision is another step towards protecting the rights of children and adolescents," said Renato Godoy, researcher at Children and Consumerism. • ALANA INSTITUTE IS RE-ELECTED AS CIVIL SOCIETY REPRESENTATIVE IN CONANDA Alana was re-elected as councilor to Conanda (National Concil on the Rights of Children and Ado- lescents) for the years 2015-2016. Alana is represented by the lawyer Pedro Hartung. • MANAGEMENT ACADEMY GRADUATION Twenty-six public school directors from the São Paulo state school system concluded the project Academia de Gestores (Management Academy), a partnership between Alana and the Mid-West Region Teaching Department of the State of São Paulo Department of Education. They attended workshops and coaching sessions over three semesters in order to strengthen their leadership and management capabilities. Over 21,000 students were directly impacted by this initiative. 2015#29NUMBERS AND HIGHLIGHTS PARTNERSHIPS 33 partnerships by 22 Alana projects with other entities partnerships at Espaço Alana, among them Instituto Criança Cidadã (Child Citizen Insitute) 54 | 55 NUMBERS AND HIGHLIGHTS 5 NEW BRANDS 10 NEW WEBSITES 9 done in-house 13 PRODUCTIONS BY MARIA FARINHA FILMES (MFF) 3 of them by Oz Design 1 commissioned ALANA IN THE PRESS For those who enjoy numbers, a compilation paints a picture of Alana in 2014 Partnerships, events, new brands, new websites, awards and films are all in the long list of achievements. 1,382 mentions in newspapers, magazines 86 releases sent to journalists and websites B EVENTS 27 events that Alana produced or participated 3 AWARDS Territory of Play shorts received special mention at the Children's Film Festival in Florianópolis Slowkids elected best children's activity by the readers of Folha de São Paulo MFF Tarja Branca (Drops of Joy) wins 3rd place at #VOFF (Viewster Online Film Festival)#30COMING UP... 56 | 57 In addition to all the projects done in 2014, the team has been working on those that will happen in 2015. Some deepen old ties, others establish new international partnerships. There is also the launch of an award, new films, and a transformational platform. To kill a little bit of the suspense, we give you a taste of what's to come. Following all the news at our website! BRINCANTE Alana strengthened the partnership it has with Instituto Brincante in 2014. It took part in the #FicaBrincante (#Stay Brincante) movement, which started in the face of threats of the institute having to close its headquarters, located in Vila Madalena in São Paulo for 22 years, due to real estate speculation. A great ciranda in defense of the space gathered 10,000 people at the Ibirapuera Park in September. Images of this event (which, by the way, was a great success!) were documented in the video-manifesto Brin- cada, produced by Maria Farinha Filmes in order to mobilize the community around the cultural significance of the space. And the fight goes on. In 2015, Alana will further deepen its ties with Brincante's founders, Antônio Nóbrega and Rosane Almeida, and is committed to help build the space's new headquarters, tak- ing part in a crowdfunding campaing that will raise funds for the construction, and with a financial contribution for the manage- ment and administration of the space. Another special collabora- tor was the architect Thiago Bernardes, who designed the project for the space. Learn more at www.ficabrincante.com.br. CRIATIVOS DA ESCOLA The final adjustments were made in 2014 to launch Criativos na Escola (Creatives at School) in February of 2015. The project is part of global movement that offers children and adolescents the opportunity to transform the reality around them with the help of educators. The initiative started in India, by the hands of the educator and designer Kiran Bir Sethi in 2006. Originally named Design for Change, today the project is present in over 30 countries. Alana became the representative of this idea in Brazil in 2014, and developed the website, videos, and supporting ma- terials for the project, which offers inspiration and the necessary information to be implemented at any school or organization in the country. Empathy, leadership, creativity and teamwork are the pillars of Creatives, which stimulates engagement and com- munity action. Those educators interested can take part in the Creatives at School Challenge by signing up their students on the website. At the end of 2015, the most inspiring stories will be awarded. Learn more at www.criativosdaescola.com.br. VIDEOCAMP It all started with Cine Debate, a project that toured Brazil screen- ing the Maria Farinha Filmes productions. During their wanderings, the team noticed the transformational films' potential. The idea for VIDEOCAMP, a free global bilingual (English/Portuguese) plat- form created by Alana Institute and Maria Farinha Filmes was born. Through the website, the audience will be able to live the full expe- rience of watching, sharing, and playing a direct role in the move- ments inspired by the films. The platform uses cinema as a powerful tool for social transformation: the films featured in it have as their mission to raise awareness of causes that deserve attention. Each page will bring additional content in order to mobilize its audience, who will learn how to help and what to do in each case. VIDE- OCAMP Moved by Movie was incubated throughout 2014 and launched in March of 2015 at the SXSW (South by Southwest) Fes- tival in Austin, in the United States, and in São Paulo. WHO? WALLS AND BRIDGES Another transformative film joins Maria Farinha Filmes' port- folio in 2015. Quem? Entre Muros e Pontes (Who? Walls and Bridges), directed by Cacau Rhoden, was released in March and is available for free online on the VIDEOCAMP platform. The film brings attention to the drama of the Sahrawi people, whose territory was occupied by Morocco 40 years ago. A wall separates approximately 200,000 refugees from the rest of their lives. Sur- rounded by land mines, they depend exclusively on international aid to survive. With the film and the mobilization for its premiere, Maria Farinha hopes to help keep this cause from being forgotten and that it is embraced - with all of its political nuances - by the international community. TRANSFORMATIONAL SCHOOLS changes in education. The project will travel Brazil in search of schools with transformational practices and mobilize social agents in order to influence the educational environment, spreads these principles, and inspire the creation of new schools. The Transformational Schools launch is expected in the second se- mester of 2015. MIL DIAS Another Maria Faria Filmes project expected to be ready in 2015 promises to put a focus on early childhood for all of society. The film Mil Dias A Época em que Tudo Acontece (A Thousand Days - The Time In Which Everything Happens), directed by Es- tela Renner, will show how the first one thousand days of the life of a child are essential to their healthy development, not only in childhood but also in their adult life. To invest in early childhood is to invest in a better society, one that is more sustainable and humane and that respects and prioritizes children. Guaranteeing rights related to childhood - starting with gestation, birth condi- tions, breastfeeding, all the way through the child development es- sential during early childhood - is a determining factor in the life of a human being and the planet. Well cared for and loved, chil- dren grow confidently and take better care of themselves and their surrounding. Altogether, eight countries will be visited in order to show family routines, conduct interviews with specialists, and visit schools. Trips to Kenya, India and China are in the plans for 2015. Technology and globalization are making the world more com- plex and dynamic. Academic knowledge becomes a necessity and PRÊMIO CIDADE DA CRIANÇA faces to the challenge of reinventing itself to help in the devel- opment of transformational agents. The school must, therefore, form an active subject, capable of acting in the world with a sys- temic, multidisciplinary and sensitive eye. The Transformational Schools project comes from this premise, with the objective of recognizing schools that promote the development of these new skills and abilities. This is a global initiative by Ashoka, an in- ternational organization that supports new ideas and proposals in the social area, and that will execute the project in Brazil in partnership with Alana Institute. The intention is to build a net- work for exchanging experiences in order to influence paradigm Alana's Absolute Priority project, in partnership with Cidades Sustentáveis (Sustainable Cities), will launch in April the Prêmio Cidade da Criança (Children's City Award). The award seeks to identify municipal managers that guarantee children full access to knowledge, a healthy life, help through a protection network, and the safety of their rights. Its methodology is based on broad themes included in the childhood universe, such as education, health, leisure and safety of children. The award also wants to spread successful experiences, so they can be repeated in other municipalities. The result will be announced in 2016.#31INSTITUTIONAL 2014 FINANCIAL STATEMENT Information collected up to 12/31/2014, referring to Instituto Alana, CNPJ 05.263.071/0001-09. BALANCE SHEET ASSETS R$ LIABILITIES R$ SURPLUS / DEFICIT BALANCE SHEETS TOTAL 58 | 59 TOTAL CURRENT ASSETS 94.541.329,92 CURRENT LIABILITIES 2.355.129,31 Available 93.826.482,03 Suppliers On hand Current account Financial applications 3.400,00 575.517,69 Suppliers 897.817,34 897.817,34 Total Income 93.247.564,34 Tax Obligations 109.296,07 Taxes and Contributions 109.296,07 Other loans 710.159,16 Advances to third parties 114.732,97 Labor Obligations Loans to employees 1.808,27 Salaries payable Other receivables 593.617,92 Obligations 375.553,52 163.764,26 211.789,26 Gross Surplus Activities Expenditures Gross Income 3.023.442,96 SOCIAL ACTIVITY Donations Extraordinary Income 1.655.076,21 5.467.788,54 2.623.620,70 1.368.366,75 51.231,96 1.985.400,18 3.023.442,96 Maintenance and Conservation 9.811,00 3.023.442,96 Supply Costs Events General 69.971,87 63.000,67 588.277,28 20.041.303,57 890,00 75.584,88 Personnel Costs Utilities and Public Services Third-party Services Advertising Documentaries ADMINISTRATIVE 7.208.884,51 Personnel Costs 3.331.483,26 PARTNERSHIPS 755.460,52 Prepaid expenses 4.688,73 Other Obligations 746.691,26 Utilities and Public Services 447.028,00 Personnel Costs Prepaid expenses 4.688,73 Other Financial Obligations 746.691,26 Third-party Services 1.333.609,32 Supply costs Provisions NON-CURRENT ASSETS 195.747.760,83 Labour provision Permanent Assets Investments 195.747.760,83 186.975.854,45 EQUITY Investments in stock 186.975.854,45 225.771,12 225.771,12 Events General 356.770,34 47.780,38 843.581,45 Utilities and Public Services Third-party Services 4.650,50 63,30 76.863,00 Events 6.787,22 General Tax Expenses Financial Expenses 41.271,98 269.661,72 Donations 37.096,55 629.999,95 Depreciations and Amortizations 537.698,06 AUDIOVISUAL PROJECTS DEPARTMENT 2.080.519,63 287.933.961,44 Personnel Costs 15.910,24 EDUCATIONAL ACTIVITY 4.528.650,37 Utilities and Public Services 30.170,18 Real estate Land Buildings Installations Social Capital 8.751.068,35 446.200,00 3.029.895,86 Endowment Fund 279.418.618,08 279.418.618,08 Personnel Costs 3.176.920,67 Third-party Services Utilities and Public Services 13.445,50 Maintenance and Conservation 270.329,59 600,00 Third-party Services 448.719,07 Supply Costs Furniture and fixtures Vehicles Computers and peripherals 39.026,28 190.213,01 Construction in progress 2.080.622,78 Improvements to third party properties 1.540.092,18 TOTAL LIABILITIES Intangible Assets 20.838,03 Software 20.218,03 Trademarks, Copyrights And Patents 620,00 549.141,96 875.876,28 Social Outcomes Surplus/ Deficit Accumulated Surplus/ Deficit for Fiscal Period 8.515.343,36 -1.748.241,32 10.263.584,68 Events General Advertising Documentaries Maintenance and Conservation 15.752,97 General Supply Costs 281.541,96 Documentaries 60.961,73 285.067,02 1.417.480,87 12.553,47 146.880,73 Other Operating Income 27.281.445,29 16,00 432.820,00 Operational Surplus 10.263.584,68 290.289.090,75 Non-operating Profit NET SURPLUS 10.263.584,68 TOTAL ASSETS 290.289.090,75