“Strengthening the brand to encourage the mobilization of new partnerships and generate value for stakeholders” is part of Banco do Brasil Foundation's strategy.
Thus, the positive image of programs and projects is an essential asset in generating value, not only for BB Foundation, but also for its Grantor, Banco do Brasil, as well as for social investors and strategic partners.
The communication actions developed in 2021 further strengthened the institutional brand before society, the public sector, Third Sector organizations, customers and employees of Banco do Brasil and Conglomerate, reinforcing our vision of being recognized as an institution that fosters and multiplies solutions to transform the lives of millions of Brazilians across Brazil.
The exposure in the media, in an organic way, reached the commercial equivalence of more than BRL 40 (USD 8.52) million with more than 3.5 thousand positive insertions in communication vehicles (websites, TV, Radio, Newspapers and Magazines) of national and regional scope.
Publications on social networks, also organically - without boosting, reached the number of 3 million impressions (how many people the posts were shown to), which represents a greater reach and engagement of the initiatives developed with the external public.
In the more than 100 articles published on the BB Intranet News Agency, the average view was 3,300 employees per publication, which demonstrates the Conglomerate's interest in the actions developed, ratified by the interaction and positive comments of employees, who recognize, with pride to be a part and a feeling of belonging, the relevant role of BB Foundation as a promoter of socioenvironmental development in the country.
On August 19th, we offered a communication workshop with the aim of training spokespeople among our stakeholders.
For the morning, the program included a contextualization lecture on communication in the current scenario with journalist Patrícia Marins. The lecture was open to those interested in the topic and transmitted via the internet.
On that day’s afternoon, a practical workshop was held with the participation of executives and advisors from the Government Board, Marketing and Communication Board, BB's Corporate Sustainability Management, in addition to members of the BB Foundation Executive Board and the Communication Management.
Reinforcing the objective of strengthening the brand, encouraging the mobilization of new partnerships and promoting the culture of donation, an institutional campaign was developed for the positioning of Banco do Brasil Foundation for the first time.
The Brasileiros pelo Brasil humanitarian aid campaign, in an unprecedented way, reached 236 million impressions, with 125.9 million people on open TV and 110.2 million on social networks. The dissemination of the campaign resulted in BRL 6.6 million (USD 1.405 million) in voluntary donations to the initiative and served more than 900 thousand people in situations of social vulnerability in all
regions of the country.
The campaign was launched on October 19, at an event in Brasília, with the participation of the Conselho do Pátria Voluntária (Volunteer Homeland Council), the Ministry of Agriculture, Livestock and Supply, the Board of Directors of BB, the president of BB, vice presidents and BB's executive board, as well as public sector authorities, partners and investors from the private sector and guests.
The 20 years of the Banco do Brasil Foundation Social Technology Award were celebrated in an event of festivity and recognition: “Together we can transform lives”, a ceremony held on December 2 at CCBB Brasília, also highlighted the 20 years of BB Volunteering and the Brasileiros pelo Brasil campaign.
The event was broadcast on Banco do Brasil's YouTube profile and featured important partnerships, such as the National Bank for Economic and Social Development (BNDES); BB Resource Management (BBDTVM); BB Technology and Services (BBTS); Ativos S.A. and with the support of the United Nations Educational, Scientific and Cultural Organization (Unesco); Food and Agriculture Organization of the United Nations (FAO); United Nations Development Program (UNDP); National School of Public Administration (Enap); Volunteer Homeland; Civil Household; Ministry of Science, Technology and Innovations; Ministry of Women, Family and Human Rights.
The #DoanAmazingGood (#FaçaumBemINCRível) project, conceived by rural producer Simone Silotti, listed in Forbes Brasil as one of the “100 Powerful Women in Agro”, received the "The Rurality Soul" award from the Inter-American Institute for Cooperation on Agriculture (IICA), intended for to value producers and initiatives that make a difference in the Latin America and the Caribbean regions.
The initiative sought solutions to dispose of the production of the green belt from Mogi das Cruzes (SP), which, due to the lack of demand for the commercialization of the products, would have to be discarded. The project received support through the Protect and Save Lives campaign, which guaranteed the purchase of these products for food delivery to socially vulnerable families in the region.
In 2021, the Equatorial Prize 2021, with the theme "Responses to our planetary crisis", awarded ten local, innovative and nature-based solutions to combat biodiversity loss and climate change, and achieve their goals of local development, even during the pandemic. Representing Brazil, the winner was the Mixed Cooperative of Family Farmers, Extractives, Fishermen, Tidewater Settlers, Settlers and Tourist Guides of the Cerrado (Cooperativa Mista de Agricultores Familiares, Extrativistas, Pescadores, Vazanteiros, Assentados e Guias Turísticos do Cerrado - CoopCerrado), headquartered in Goiânia (GO).
The cooperative is a partner of BB Foundation in the project Sustainable Agroextractivism in the Cerrado: reapplication of Income-Generating Social Technologies, which started in June2019. CoopCerrado promotes the generation of income for agroextractive families, providing the organization of socioproductive chains of species native to the Cerrado - amburana, babassu, baru, faveira, macaúba and pequi from the reapplication of the methodologies Sustainable Agroextractivism of the Favela and the Agroecology Network of Rainforest People (Rede de Agroecologia Povos da Mata), certified by BB Foundation as Social Technologies in 2007 and 2017, respectively.
The academic work “Third Sector as an instrument for the realization of fundamental rights: importance in the scope of management and governance of the implementation of institutional policies that cover an integrity program” considered the governance practices of Banco do Brasil Foundation as its object. In January 2021, the Public Prosecutor of the Federal District and Territories (MPDFT), José Eduardo Sabo Paes, PhD in Constitutional Law from the Complutense University of Madrid, successfully completed his post-doctorate at the Human Rights Center of the School of Law from the University of Coimbra with this work.
“I am grateful to BB Foundation for having supported me with the availability of its technical staff, which enabled the production of two articles on a topic that is now considered in the academic field as something unprecedented and pioneering”, commented the local prosecutor.
The conclusion of the research also indicates that the governance and the Integrity Program that govern the work developed at BB Foundation will be sources of study for other researchers interested in this topic, thus feeding a virtuous circle within the academy.
During the Climate Adaptation Summit - CAS2021, in January 2021, the Brazilian project supported by BB Foundation - Water Producer in Pipiripau (Produtor de Água no Pipiripau) was classified by the organization Global Water Partnership - GWP in the Top 3 international at the Water ChangeMaker Awards. The project won second place in the Technical Jury category and third place in the popular vote. The evaluation considered climate resilience built through water decisions, magnitude and longevity of change, depth of learning and breadth of collaboration.
The Water Producer program, created by the National Water Agency (ANA) in 2001/2002, aims to reduce erosion and silting of water sources in rural areas. In 2007, the Program was certified as Social Technology by BB Foundation and its methodology can be consulted on Transforma! network.
“Waste, More Food Safety", of Emater-MG, an institution linked to the Department of Agriculture, Livestock and Supply (Seapa), and to the city hall of Glaucilândia, won its tenth environmental award, in about six years of activity. The initiative was part of the actions that gave Emater first place, in the State Outstanding category, of the 11th Prêmio Hugo Werneck de Sustentabilidade (Sustainability Award).
Also in January 2021, the initiative won the IV Award for Good Environmental Practices “Social and Sustainable Technologies”, from the State Environment and Water Resources System (Sisema), in the category “Best Practice or Social Technology Project with Positive Impacts on the Environment”, and it also accumulates the awards Best Action (MelhorAção)/Emater-MG (2015), Hugo Werneck as State Highlight (2016); Good Practices “Save the São Francisco”, in 2nd place (2017); Acolher/Natura (2017), Ozires Silva of Entrepreneurship (2019), BBF Social Technology (2019), Green Latin America Award (2020) and Innovative Solution (2020).
By 2020, the project had directly benefited around 530 families in the municipality of the North of Minas Gerais. The initiative also reduced municipal spending on landfills and eliminated fines for inappropriate waste deposits in the city.
