Alimentação Saudável e Grafite

O projeto Muros com Arte , uma iniciativa da Horizonte Educação e Comunicação, em parceria com a Diretoria de Ensino Região de Sorocaba e patrocínio da Coop e da Secretaria de Estado da Cultura – Programa de Ação Cultural, começa a espalhar experiências educacionais no interior do Estado de São Paulo  levando o grafite aos muros das escolas vencedoras com os desenhos campeões inspirados no tema “Alimentação Saudável”.

O projeto teve início em agosto, primeiro com oficinas educativas envolvendo alunos e professores de escolas públicas para conhecerem o tema em profundidade e estimular a produção de desenhos. Na segunda etapa os desenhos passaram por um Concurso Digital e agora, nesta que é a etapa artística, as três obras vencedoras serão transformadas em grafite nos muros das escolas ganhadoras.

Foram mais de 1.160 alunos do Ensino Fundamental II envolvidos e 120 trabalhos enviados por alunos só na cidade de Sorocaba. Os desenhos passaram por uma seleção criteriosa feita primeiramente pela Comissão Organizadora do projeto. Quinze deles foram selecionados e apresentados para a votação popular online. Os vencedores foram as escolas E.E Dionysio Vieira (aluno: Emmanuell Henrique Oliveira Carriel), E.E Profª Joaquim Izidoro Marins (aluno: Henrique Pereira Silvério) e E.E Senador Luiz Nogueira Martins (aluna: Melissa Queiróz de Medeiros) que terão suas obras de arte grafitadas nos muros das próprias instituições, pelos alunos, com a monitoria do grafiteiro, Fernando Vazio. “Comecei a fazer grafite na minha pré-adolescência. Hoje ser um arte-educador é devolver às ruas àquilo que foi plantado no início da minha carreira. Atualmente, o grafite é mais acessível e este é um mercado que pode se transformar em uma profissão. A dica que dou é estudar muito e praticar. Ainda estou aprendendo muito”, comenta Fernando. 

“Todos sabem que uma dieta saudável inclui muita fruta, verdura, legumes, grãos integrais e restringe alimentos industrializados ricos em sal, açúcares e gorduras. No entanto, a alimentação saudável vai muito além da preocupação com o seu valor nutricional, ela envolve valores sociais, afetivos e sensoriais, que vão da escolha dos alimentos, suas preparações, as características do modo de comer e do ambiente onde são consumidos, considerando as diferentes fases da vida e etapas do sistema alimentar” comenta Allan de Amorim, coordenador do projeto na Horizonte. “Essa iniciativa conecta duas áreas da educação: ciências e artes, perpetuando os valores aprendidos em um grafite que será para todos, valorizando o trabalho artístico dos jovens alunos e seus professores”. O projeto segue em setembro para a cidade de Piracicaba/SP.

Successful Webinar series to DHL Express Venezuela

Successful Webinar series to DHL Express Venezuela

We are grateful and proud of our client DHL Express Venezuela. We have shared the organization and planning of the cycle of free webinars “Connect with DHL: driving business, scenarios and opportunities for Venezuela”.

The event was held in order to bring the company closer to its clients, inspiring entrepreneurs to find new opportunities and show that there are situations that can be used positively.

We were able to connect more than 1,000 people, from their homes and in different cities of Venezuela and the world. We brought them, in these challenging times, a form of support to entrepreneurs, SMEs and micro-businesses.

The first conference of this cycle was entitled “Economic Perspectives of Venezuela: Current Opportunities and Trends, and was led by Leonardo Buniak, economist and Managing Partner of the firm Leonardo Buniak y Asociados. For DHL participated Ivis Escorche, CEO of DHL Express Venezuela, with the theme “DHL in Venezuela: solutions and services for companies, SMEs and entrepreneurs”.

The second conference was: “Reality of e-commerce post pandemic and consumer digital trends”, with Carlos Jiménez, specialist in trends, business strategies and marketing. He offered an excellent presentation.  German Biaggini, Chief Technology Officer (CTO) of DHL Express Venezuela, also participated. 

The third conference of this cycle was: “Reinvent yourself! Tricks to do Social Selling” by Anna Vacarella who  had an excellent perfomance. She is a journalist and speaker and motivator, Also participated Verónica Hernández CEO of SmartcomCorp, communicator and businesswoman.

With DHL Express, WE SHARE THE SAME DREAM, to see your business grow.

 

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Marcas sérias não cavalgam em cima de tragédias

 

Na semana passada, uma jovem negra de 24 anos, Kathlen Romeu, grávida, recém-formada em design de interiores, foi morta por tiros durante uma operação policial na comunidade Lins de Vasconcelos, zona Norte do Rio de Janeiro. Ela ia com a avó visitar uma amiga.

Kathlen trabalhava em uma loja da grife Farm na zona Sul da cidade. A Farm, por sua vez, é uma marca do Grupo SOMA que abriu capital há um ano, quando captou R$ 1,8 bilhão. Além da Farm, o grupo ainda é dono das marcas Animale, Fábula e Maria Filó. Em abril, a varejista adquiriu a Cia. Hering por R$ 5,1 bilhões e deu início à entrada do grupo ao segmento de moda a preços mais baixos.

Tudo foi muito rápido. Assim que a morte da jovem foi anunciada, a loja resolveu criar um código de vendas utilizando o nome de Kathlen com o intuito de doar um percentual para a família da vítima. “A partir de hoje, toda a venda feita no código de Kathlen – E957 – terá sua comissão revertida em apoio para sua família. Reforçando que nós também vamos apoiá-la de forma independente e paralela”, dizia o texto da Farm.

Vários fatos chamam a atenção em relação ao comportamento das pessoas neste contexto. Em primeiro lugar, a Farm tenta se aproveitar da morte de uma jovem funcionária, querendo vender mais a qualquer custo, sem se importar com as consequências ou as perdas reais que ocorreram nesta esta tragédia. Afinal, que tipo de comprometimento tem esta empresa com seus colaboradores?

Outro fato que considero chocante é que muitas das pessoas que comentaram negativamente a respeito da ação da marca sugeriam que a loja poderia ter dito que doaria o lucro de todas as vendas para a família da Kathlen – o que em si ainda seria um ato que endossa este comportamento promocional. Os comentários focaram mais no fato de ser um percentual da comissão, do que na promoção em si. Isso demonstra o grau de distorção em que nos encontramos hoje no Brasil.

Portanto, a partir do momento em que a marca “reconhece” seu erro e volta atrás, informando que irá “reverter integralmente” 100% das vendas geradas através do código naquele dia para a família de Kathlen e estabelece, novamente “que vamos continuar dando todo o apoio necessário de maneira independente, como fizemos desde o primeiro momento em que recebemos a notícia“, a marca continua na mesma toada. Ou seja, a empresa não aprendeu nada com o ocorrido e continuou a promover vendas (por um dia só! Aproveite!) em prol da família da Kathlen.

Atitudes como essa merecem o repúdio total e absoluto da parte de todos. Empresas sérias que cuidam de seus colaboradores não precisam cavalgar em cima de vítimas de violência e trauma para vender mais. Cumprem com seus compromissos e zelam pela qualidade de vida de seus colaboradores e familiares sem precisar fazer publicidade em cima disto pois este é o seu dever. E, se quiserem avançar mais por uma sociedade mais justa, se engajam na multitude de lutas empreendidas por entidades sérias através de apoios — sem filantropia — às vezes anônimos, para que o mundo em que atuam seja mais justo e consiga lutar por uma melhor qualidade de vida. Marcas sérias não cavalgam em cima de tragédias. Marcas sérias adotam causas de fato. Quando apoiam causas é por longos períodos de tempo e envolvem toda a organização na formação de uma cultura que passa a ser parte do DNA dos colaboradores e, por consequência, da marca. Se durar, a Farm tem muito a aprender ainda.

Autor: Sandra Sinicco é CEO do GrupoCASA Brasil e UK e fundadora da LatamPR

**Crédito da imagem no topo: Eugenesergeev/iStock

Rediez shows up Bolivian talents

Our partner in #Bolivia, #NeoCom S.R.L created Rediez.com, a multimedia journalism that shares the information produced by the agency with the collaboration of the Bolivians by giving visibility to the most outstanding men and women in the history and the present of Bolivia and in different areas of action, such as sports, culture, science, technology, arts, entrepreneurship, fashion, entertainment, environment, social demands, etc.

Now, the agency is looking for strategic alliances with private companies to increase the project. If you are looking for a project that gives value to unknown Bolivians get in touch with them!

 

Multimedia journalism, a proposal that seeks social impact

Currently, the highest percentage of content that is generated in the media and social networks is of a temporary nature, lagging behind the deeper treatment of issues related to education, culture, art or science.

At the same time, audiences tend to associate the educational with the boring.

From these two turning points, it is becoming more and more urgent to draw a new profile of journalism that vindicates its basic principles with creative, impactful proposals that respond to the healthy interests of the people.

Supported by one of its values ​​”commit ourselves to and contribute to our society” and after having accumulated 17 years of experience in the field of social communication, NEOCOM S.R.L. dares to propose an unprecedented concept in Bolivia, called Rediez.com.

Its pillar is multimedia journalism, which implies the participation of people in the processes of construction of informative-educational-entertaining content, a model that relies on the benefits of digital media and social networks that are more economically accessible for the enterprising journalist, offer the possibility that messages cross borders and facilitate collaborative work between the journalist and the people, promoting interaction and the exchange of ideas for the construction of content.

Which content does Rediez.com propose?

Rediez.com, through a process of exploration, systematization and production, visualizes the most outstanding men and women in the history and the present of Bolivia and in different areas of action, such as sports, culture, science, technology, arts, entrepreneurship, fashion, entertainment, environment, social demands, etc.

The biography and contribution of these outstanding men and women is reflected in interviews, reports and chronicles of free digital access (www.rediez.com), and also in printed publications for free distribution.

Likewise, people can enjoy audiovisual reports with a format designed to capture the attention of new generations.

How is it made viable?

NEOCOM S.R.L. seeks strategic alliances with private companies, through its social responsibility areas, which cover the cost involved in developing of each thematic cycle.

In addition, it works with its ally in a collaborative way and with common objectives, developing micro projects that seek to positively influence the different areas proposed.

Clariant lanza pigmentos en polvo y preparaciones pigmentarias para coloración de semillas en América Latina

Nuestras agências parceras de Argentina, México y Brasil está trabajando en la difusión del nuevo lanzamiento de Clariant – son colorantes de semillas @Agrocer, disponibles como pigmentos en polvo y preparaciones pigmentarias que ofrecen colocación rápida y más económica de semillas. Si quieres saber más contactanos en hey@latampr.com

 

The rol of Travel Advisors in Tourism and the new normality

Travel consultants have played a very important role in the past as travelers always consulted their “trusted travel agent” when thinking about vacations or business trips as there was not as much information available about destinations, hotels and services.

Over time, the rapid massification of the internet and the growth of social networks, reconverted business models allowing anyone to access a large amount of data and even self-manage their own trips.

The emergence of online agencies and portals exacerbated this trend. Booking a trip became an immediate transaction through the internet without the intervention of a specialist who could advise the traveler on the quality and location of the hotels, services to hire, or the most convenient air routes.

Based on this new normal that the pandemic imposed on a global level, traveling represents a new challenge. It is no longer pleasure or business but, in turn, in many cases, implies fear or threat. This paradigm shift once again redefines the role of the travel agent to offer peace of mind and security about the destinations to choose and services to hire. The emotional factor that previously guided decisions is now more than ever contrasted with the rational one, with the need to know in depth what they will face and feel sure that their final choice is the correct one for the experience they are looking for.

The impact that social networks have today and the large amount of information available on the internet can also confuse and overwhelm the traveler. Fake news is a reality in all formats and the need for reliable data becomes critical. This new scenario represents a concrete opportunity to reconnect with the consumer through a unique and real experience. The possibility of accessing personalized attention and exhaustive knowledge of the regulations, protocols and security measures in force in each destination and service offered with truthful information today vindicates the role of the once underestimated travel agent.

IV LatamPR Annual Conference

From the 12th of April until the end of May 2021, LatamPR is promoting a series of webinars to discuss the impacts of new technologies in strategic communication businesses.

Click here to know details – https://www.conferencia2021latampr.com/ choose your best webinar and get connected:)

The new face of PR: mathematics, big data, technology and creativity

If public relations is to deliver the results clients crave, practitioners must embrace new ways of working. By Sandra Sinicco.

As professionals, we are surfing a digital wave that is increasing in speed and swallowing up everything in its path. Traditional PR techniques are no longer as effective as they once were: we are seeing a lack of trustworthy analysis on the real impact of campaigns on their targets, an overflow of information and a lack of accuracy in current methodological research. 

There are many examples that justify the pressing need to innovate our way of thinking – the clearest and most current being the disparity between pollster expectations and the actual results of the last US presidential election, which showed a strong misjudgement of the public mood.

Thinking about damage control in the Digital Age is something that will make PRs break into a nervous smile, while frantically trying to think up new creative ways of dealing with crises that quickly spiral beyond manageable. There is no control mechanism accurate enough to deal with the influx of information we are dealing with.

When we turn our gaze to the corporate world, we see multinationals incorporating start-ups into their teams, making evident the contrast between the old and the new, the bureaucratic and the spontaneous. This means that today, within one company we may have to deal with many different ways of conveying information.

The relationship between these contrasting ways of thinking has served to highlight major changes that are directly impacting the way PRs are able to manage communication strategies for each company.

Blindfolded flight

It is not wrong to suggest that we are flying blindfolded when relying on the old techniques of the Digital PR Age to get us through today’s Social Media Age. Over time, it becomes evident that not only do we need new methodologies to evaluate results, but also adequate technology to keep us connected 24 hours a day with relevant content to help plan and effectively come up with strategies. 

This brings forward the question: to what extent are we able to use maths, technology and big data to improve our performance? Moreover, do PRs have the power to develop specific communication tools that work inside corporations?

As professionals, we need to be able to rely on high quality technological tools to support companies’ bureaucratic activities and facilitate the analysis of trends and reports from different areas of the main operation, utilising those to help develop creativity, enable the connection with more targets and make sure information is current.

This way, we are able to identify dangerous situations and new opportunities before they happen or pass us by. The improvement of interaction between different areas of a company can and will be key to their success and growth. 

We also need to consider the fact that companies have become too complex to effectively manage their communications in the old format. Once, each managing boss would control their own area independently. Today, it is imperative to work together and incorporate into our way of thinking the different points of view that come with the skillset of each boss. 

Being able to consider all these variables may be the key to being a successful PR professional nowadays.

Council for brand protection

Understanding that there is a need for corporate change will naturally bring about a shift in the internal organisation of companies, where PR professionals and communicators will possibly be given the same level of importance as those working in finance, commercial dealings and corporate management.  Communication will be integrated into companies in such a way that a type of “council for brand protection” can be developed, required to come up with the skills to understand different points of view and work together in the face of tight deadlines, when dealing with treacherous waves that could damage the corporate image. 

Let’s consider a potential scenario faced by this council:

A company has made changes to their organogram. Will the PR managers be able to integrate and develop to meet the needs of their Finance team, Technology team and their CEO, so as to attend to the demand for better tools to manage their brand? 

It is likely they won’t be able to meet these needs. This is because there is a shortage in PR professionals with the skills to understand the importance of maths, big data management and artificial intelligence, and use those to decide if a proposed tool will fit their needs in an adequate way. 

This lack in skillset is not entirely up to the professionals themselves – we have to consider if the current educational institutions are adequately qualifying future PRs for the market demands they will face.

For example, is a PR professional working today capable of choosing the most effective out of many Big Data Solutions for each client?

Next big wave

There are so many suppliers and creators offering Big Data management tools that the expected way to decide between them would be to focus on the one that worked for your competitors. This is a tried and tested way of proceeding, and has worked for years. But that was before: Now, we don’t know where the next big wave is coming from to knock on our doors and wash over our sense of security. It could come in a matter of hours, and it can gradually increase with every passing second, as is the nature of the internet. When it comes to management tools, this becomes something to uniquely consider.

A recent presentation by Gartner stated that “marketing is so inextricably linked to technology that by 2017, CMOs are projected to spend more money on information technology and analytics than CIOs.” Although marketing professionals are accustomed to working with numbers and being under direct pressure from investors to meet commercial demands, the same statement should apply to PR professionals. 

We might not face this direct demand in the same way, but we share similar concerns. We are expected to foresee scenarios and trends, as well as come up with creative ideas to add value to the brand.

Multitude of networks

In conclusion, surfing each wave in the Social Media Age means PR professionals have to be able to combine maths, knowledge and creativity. In the current scenario, there is a multitude of networks being formed, by both PRs and stakeholders, constantly protecting brands and sharing values.

These networks are then surrounded by another series of networks formed exclusively by stakeholders, which serve as background for different networks and so on, infinitely. These chains are connected through social media – with the use of apps and online news resources, which amplify word-of-mouth information in seconds.

All these chains form together a universe of constant chit-chat that can go from a subtle rain to a flood in a matter of hours.

Customers are much more empowered these days. Therefore, as professionals, we are involved in a learning process that has no end. Working efficiently is no longer a question of just producing communication messages based on the perceived knowledge we might have gathered from the customer; it is about shaping and observing their behaviour with the help of powerful mathematical and data tools. We must become aware, not only of their real needs but of what they will require in the near future.