Investor Presentaiton
TIMELINE
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.
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