Investor Presentaiton

INTERVIEW 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.

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