Revista Consciência Ampla 10ª edição - Em inglês


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Revista Consciência Ampla 10ª edição - Em inglês

  1. 1. year 3 I octobre • november • december 2011 I nº 10 M A G A Z I N E Ampla social and environmental responsibility magazine Ampla is the first Brazilian company to support community banks – pages 8, 9 and 10Joaquim MeloRead the exclusive interview with the founderof the Palmas Institute – a benchmarkorganization focusing on financial inclusionprojects in Brazil – pages 4, 5 and 6
  2. 2. dialog calendar of events Consciência Ampla on the Screen“I recommend @ConcienciaAmplafor people who want a better life Consciência October Saquarema 28thstyle by rationalizing their use ofnatural resources”. (via Twitter) Ampla on the Maricá November 29th screen andRafael Guimarães Teresópolis 11th Petrópolis 12th on wheels“We must all search for way Santa Maria Madalena 18thto reuse various valuable Consciência Ampla on Wheelsmaterials that we normally Octoberjust throw away. I am Want to learn more about the cinema São Fidélis 3rd to 7threcycling PET bottles, toilet Rio das Ostras 10th to 14th and rational energy consumption?paper cardboard rolls and Maricá 17th to 21th See our Ampla events agenda below.cardboard boxes.” (via blog) Rio Bonito 24th to 28thEunice Batista Petrópolis 31st Other Consciência Ampla projects November continue in progress around the Petrópolis 1st to 4th“I want to say congratulations state in 2011 bringing culture and Duque de Caxias 7th to 11thand record my admiration education t the public on rational Teresópolis 21th to 25thfor the work being done by consumer awareness. Follow up on Itaboraí 28th to 30thAmpla. We would be living in a our programming in the Consciência Decemberbetter world if the much talked Ampla blog and twitter sites. Cachoeiras de Macacu 5th to 9thabout social responsibility Niterói 12th to 16thwas translated into practicalactions made by our corporateorganizations. Besides newillumination fixtures, I hope transparencythat Ampla keeps shining newlights around Brazil!” (via blog)Heloisa Vieira Six months of achievements Between January and June of 2011, the majority of Ampla Energy Efficiency Awareness Program“@C o n c i e n c i a A m p l a is projects exceeded all expectations related to the number of benefited people. In the case ofmaking the world a better the No-Risk Vacation Program held in June of this year, the results were also very happy-someplace.” (via Twitter) 26,712 public school students all received good advice about the dangers of flying kites near orErivaldo Caico around electrical installations. The results obtained from these programs are very positive and we are counting on this Ampla edition to keep sending out this safety message. Project Number of benefited persons – 1st semester GOAL Write your own message! Send it by e-mail to: consciencia@ampla. Consciência Ampla Saber 64,080 64,159 com or leave your comments in Consciência Ampla Cidadania 10,951 6,670 our official blog. Please write small Consciência Ampla com Arte 3,625 3,200 messages – space is limited. If you Consciência Ampla Futuro 58,154 31,111 want to receive tips on rational consumption, safety and consumer Consciência Ampla sobre Rodas 28,149 19,600 rights and obligations, go to: Consciência Ampla Oportunidade 634 650 Consciência Ampla at: www.twitter. Consciência Ampla na Tela 5,879 19,500 com/concienciampla. If you prefer, send us a letter Consciência EcoAmpla 863 1,000 to: Rua Nilo Peçanha, 546, São Consciência Ampla Cultural 18,060 15,000 Gonçalo, RJ, CEP 24445-360, care Consciência Ampla Eficiente 16,108 14,000 of the Ampla Social Projects Team. TOTAL 234,834 174,890 2 Certified origin recyclabe paper
  3. 3. Face to Face ............................................. 4 contents Sucess Story ............................................ 7 Cover Story ............................................ 8 What’s Happening ................................11 In Focus ................................................13 Learning Network .................................14 Digital Awareness ..................................15 Tips ........................................................16 editorialPeople appreciationEconomic solidarity or solidary economy: a all the details of these two initiatives thatconcept that translates into action projects promise to stimulate development in thethat are continuously multiplying. Good communities where they were opened.examples are the actions taken by Senaes –National Secretariat for Solidary Economy. Looking at Technology, our What’s HappeningIn the Learning Network section, Paul Singer, section shows our readers Ampla’s latestproject leader has a lot to say about this style research studies. At the last 6th Citenel, Electricof production, consumption and distribution Energy Innovation Congress, we showed ourof wealth based on people valorization. newest electricity post designed to promote fast and easy re-connections after storms orGreater society is also getting more involved accidents and special gloves that signal theaccording to Joaquim Melo, founder of the presence of electric currents in a network.first community bank in Brazil. In Face to Face,he answers the question, “Why are we poor?”, These and other news and informationand talks about how he was responsible for a are waiting for you in the next pages somovement that today includes more than 60 pleasant reading!community banks around the country.In our cover story, it’s possible to see how Good read!economic solidarity can become a realityin the lives of many people. We witnessedthe inauguration of two community banks Marcelo Llévenessupported by Ampla – one located in Niterói Responsible for Amplaand another in Duque de Caxias. We covered and Endesa Brasil Do you know our Credits on-line version This is a quarterly publication produced by Ampla. Ampla Marketing, Creation and Production: Denise of the Consciência Monteiro (Mtb: 21.1407), Tatianna Togashi, Patrícia Gismonti and Pryscilla Civelli; Ampla Social Projects: Ampla magazine? Aladia Guerino, Cristiane Baena, Felipe Conti, Gislene Rodrigues and Katia Ramos; Collaborators: Ampla To access: External Communication and Social Responsibility: Janaína Vilella, Ana Paula Caporal and Beatriz Stutzel; Reporters: Ana Clara Werneck, Annie Nielsen, Carlos Vasconcellos, Carolina Silveira, Letícia Mota, Lissandra Torres and Maíra Gonçalves. Editorial Coordination: Ana Clara Werneck. Editing: Eliane Levy de Souza. conscienciaampla10 Graphic Project and Diagramming: Casa do Cliente Comunicação 360º. Revision: Juliana Carvalho. Photos: check out all the news Antonio Pinheiro, Casa do Cliente Image Bank and Mazé Mixo and information we have prepared for you!Certified origin recyclabe paper 3
  4. 4. face to face Joaquim Melo A dreamer with his feet on the ground Joaquim Melo is the name behind the first community bank founded in Brazil. A theology student in the ‘80s, he moved from Belém to Fortaleza with the Idea of helping make people’s lives better. While living in the Palmeira Housing Project community, He created a Resident’s Association and organized his neighbors to start asking the question – Why are we poor? Ninety six meetings later, the Palmas Bank was founded, practically without any funds but with 5 thousand bank-owner associates; the number of people that lived in this underprivileged community at that time. The institution has been a success and Joaquim is totally involved in promoting social inclusion projects. He has given up the idea of priesthood and today, travels around Brazil giving lectures while dreaming of when community banks will become officially recognized by the government. He said, “I never studied Economics and everything I know I’ve learned from the people around me”, a message by someone who still believes in the world made with his own two hands. This is what he reaffirms in the interview that was given by the Palmas Bank and the Palmas Institute Coordinator to the Consciência Ampla reporting staff. How did the idea for the Palmas Bank come into fundamental logic behind all community banks being, the first community bank in the Brazil? today. In the last PCM conducted this year, we Joaquim Melo – Back in the 1980s, after the are happy to say some 93% of local residents urbanization of the Palmeira Housing Project are spending their money in the community. Community in Fortaleza, local residents became ‘The way we even poorer than they were before the project At that time, there weren’t any initiatives of consume defines since they were now obliged to receive and pay this kind in Brazil. Where did your inspiration utility bills and IPTU urban tax. As a result, families come from?the kind of society starting moving from the community which J. M. – I used the Grameen Bank, in Bangladesh we want to build’ made us ask ourselves and each other why we [created by Muhammad Yunus, known as the were poor. The bank was born in response to the poor man’s banker] as a reference. In fact this question, “Why are we poor? Answer: Because was a different model since it worked with we don’t have Money! I could not resign myself productive credit for rural villages. Our idea to living pacifically with this response. here was not to only stimulate production but consumption as well by creating a local At that time, I was organizing the first Palmeira currency to circulate in the neighborhood Production and Consumption Map (PCM); it’s among local merchants and residents. The still being done even today, and as a result, we Palmas Bank idea was completely endogenous. observed that only 20% of local residents actually made their purchases in the neighborhood. In The innovation at our bank was designed other words, residents weren’t entirely without to stimulate local purchase power. Poor money but they were spending what they had communities always produce something but in other places. The fact was that the community they normally don’t have local buyers to sell to. was getting poorer as local funds and savings The main social technology we implanted in this were being spent outside the neighborhood on type of model proves that the poorer populations products made elsewhere. can in fact help themselves. We coined a phrase that we use a lot: “The way we consume defines We held some 96 community meetings to the kind of society we want to build”. decide on how to keep the money in the community and in 1998, the Palmas Bank People complain about juvenile violence but got off the ground in order to encourage they don’t understand that every time they buy local production and spending. This is the a product made by a multinational company 4 Certified origin recyclabe paper
  5. 5. in a global chain of supermarkets they are but I was heavily committedadding to unemployment in the own cities and to the office of president of thecommunities – that’s where the violence comes community association and I wasfrom. We want to see an egalitarian society completely dedicated to my missionwith better jobs, incomes and opportunities with these people and so I made thedistributed to the poorer populations. When decision to abandon my role as a priestAmpla creates a credit fund in a community and continue working in Palmeira.what like is being done in Preventório (Niterói),and in Saracuruna (Duque de Caxias), the When you started organizing the resident’scompany is helping the community to solve its meetings, before you organized the bank, didown economic problems and this is much more you have any formal knowledge of Economicsthan just paying their energy bills at the end of or Finance?the month. J. M. – No, I never studied Economics, everything I know I learned from the peopleWe already have 64 community banks in Brazil, around me. People think that Economicsincluding Preventório and Saracuruna. These is only for economists but my experience ‘In 1988, I wasinstitutions do not have branch offices, neither showed me that the poorest families havedo they own each other yet all of them are made an art of domestic economics without ready to beorganized into a network. We have a project going to university. What they still need is ordained. Butwe call a commercial corridor in which a bank Financial Education; concepts to start thinkingwill be able to sell the products made by its about building their own businesses while I was heavilycommunity to other banks and communities. keeping their daily expenses under control. committed to theToday, we have a technology exchangenetwork and we intend to create another I like to think of them as popular social- office of presidentnetwork focused on business, but the first step economists, because I believe that the most of the communityis to strengthen our own regional development. important factor of the economy is society and not economics; this is the inverse of capitalism association and IHow did you come to Palmeira? in which everything and anything is justified was completelyJ. M. – I got here in the 80s decade when I as long as you make money. The logic behind dedicated to mywas a theology student. I had been living in economic solidarity is that money shoulda traditional seminary in Belém since I was work for the people and not used to work mission. I made11 years old, but being isolated from people against them. The Palmas Bank doesn’t have the decision towas always a source of anguish – I longed to “owners”, the entire neighborhood owns theactively work improving conditions in society. bank, from the poorest resident to the richest abandon my roleI heard about a project underway in Fortaleza small business owner in our community. as a priest andcalled Padres da Favela (Priests in the Favela)and so when I completed 22 years of age, I Today, you are considered an authority on continue workingmoved there. In my first year, I lived in a community banks and people all over Brazil in Palmeira’place called Rampa do Lixo (Garbage Ramp), are coming to you for advice. How do you feelright beside the city’s sanitary land fill site. about this movement?Living among the garbage collectors was a J. M. – When the Palmas Bank started tovery strong experience and that was when show positive results on our community,I decided to dedicate my life and work to we starting receiving invitations from otherimproving the social conditions of the poorest communities and municipalities aroundclasses of society. In 1984, the Cardinal asked Brazil. So, in 2003, we founded the Palmasme to move to the Palmeira Community, a Institute, an Oscip, what we call a Privateplace without water or electricity or any kind Entity of Public Interest, in Brazil and so weof sanitary or drainage systems, and I did. I launched a kind of crusade in the countryorganized the Resident’s Association and went telling the communities that they do not haveto work in the neighborhood to improve the to depend on the big banks since they werelives of these people. In 1988, I was ready to be not created to care for the poorer classes butordained and become a formal church member rather, centralize the control of currency inCertified origin recyclabe paper 5
  6. 6. the country. The main mission of the Palmas J.M. - In the first place, we should talk about the Institute is to make thousands of lectures similarities among these banks. All get started across the country bringing people this by organizing a first-contact seminar to inform message to communities, local governments, the community of the possibility of setting up universities and even to the banks themselves. a community bank and reminding them that Our position is clear: we are not competitors; they will have to manage the bank. The big we are complementing the system as it is. difference of course, is the source of financing. Fortunately, the community bank concept When the Palmas Bank got started, there is being discussed in every major sphere of were no funds available. The first small pool society and government in Brazil. of capital came from community members. Shortly after, when the project proved that it Government representative Luiza Erundina was sustainable, both government and other authored a Law Project under examination institutions started investing. right now in our Congress to regulate community bank organizations and raise The fact that funding could come from them to the status of official financial entities sources outside the actual community isn’t a recognized in the country. This would problem as long as local community members certainly be an advancement; government understand that they are responsible for the recognition, I mean. Besides the normal state bank. In the case of Palmas, we made a lot of and private commercial banks, we now will mistakes at first. The advantages passed on to have community banks. We have indeed other communities starting their banks at this made progress in this respect: The Brazilian time is that they have access to the experiences Central Bank has organized an internal registered from older banks thus reducing their ‘The most department to study and discuss this type of chances of repeating the same errors. The role important factor financial entity and there are more than 15 of Ampla in this case is very important. This is of the economy important universities, schools such as UFF, the first time that a private company is helping UFBA, FGV and USP that are creating nuclei to create community banks (in Preventóriois society and not and courses to study this kind of structure. and Saracuruna); this process will be carefully economics’ observed as learning experiences for future We are pleased to say that this idea did not bank management operations. come from a renowned academic institution nor did it come from Europe. It was born in Even today, all financial and management the periphery of the Northeast Region of controls at the Palmas Bank are done thought Brazil. I wouldn’t say that I am an authority, Excel worksheets since we do not have access no, but my mission is to show the country that to good software programs which in fact has this kind of social alternative does exist and is become imperative. We have more than 3,800 viable. According the IPEA (Research Institute active clients and the spread sheets we use of Applied Economics), 52% of the population cannot support this amount of information. does not have access to financial or banking services such as credit, current As a result of a lack of consolidated data, some accounting, savings accounts investors in potential are now questioning the or bank locations close to their results of community banks in general. The homes. Brazil has an enormous good news is that by December, we will have demand from people that need implanted a portfolio management program to be included in these systems. to keep track of the number of clients, default percentages, jobs generated, growth What are the differences percentages of each business segment and between the Palmas community income in the community. This new system bank and the banks associated will certainly open new doors for us. To with municipalities or the give you an idea, over the last 3 years many community banks set up in Preventório and community banks have been controlling their Saracuruna with the support of a company? finances in hand-written notebooks. 6 Read more about the next steps of Joaquim Mello: Certified origin recyclabe paper
  7. 7. sucess storyA simple life and a grand idealIn life, we all have a dream. João Luiz Ramos has a are demonstrating our collective and legitimatedream; he is the leader of the Fazenda Santa Rita claim to the land. Everything we’ve gained sodo Bracuí Quilombo and dreams of being awarded far, we’ve achieved together”.title to this small community’s lands as legitimateowners of the territory they occupy so they can live João pointed out the work done bywith dignity and maintain their unique traditions the younger community members toas descendents of slaves in Brazil. He believes preserve the black culture. He said,that this is the only way to keep the black African “It’s important to show the youngculture alive in our country. He was born on the people how and why they must takeFazenda Santa Rita do Bracuí and lives there with pride in their culture and for being parthis two children. Located in Angra dos Reis (RJ), of the quilombola. Today, because of thethe area encompasses some 1,380 hectares and examples of social violence and prejudiceis home to 250 families dedicated to subsistence since the days of slavery, some communityfarming. Since May of this year, the community members still resist assuming their trueis receiving help from the Ampla Social Projects connection with their origins. We are working toteam. They are helping residents to sign up for increase their sense of belonging. All our actionsthe government’s Low Income Social Program are designed to promote a sense of well-beingand they also provide advice on education and and quality of life for community members.rational energy consumption. (Read more aboutthis in the section - In Focus). He went on to say that, they also teach the community to have a profound respect forAfter decades of work in favor of the community, nature. He explained, “We are teaching ourincluding a time in 2003, when João was children that the palm heart is no longer partpresident of the Quilombola Association founded of our diet and that this attitude helps us live inin this same year, he retired soon after leaving harmony with the forest and with nature. Wehis son Edson in office. “The Association’s efforts want them to learn how to live by rationalizingprove our continuous fight to legitimatize our consumption, things like fishing or simplyclaim to the land at Santa Rita do Brascuí. We are walking through the forests, camping andactively striving to defend our rights first granted planting but with a sense of balance. Theback in 1988, guaranteed by the Constitution. I basic thing we are trying to do is make ourwill carry this movement forward to defend the community aware of respecting their spaceinterests of the quilombola community. This is and the land. My life’s work is dedicatedthe source of my pride and my life’s work”, João to defending the black culture in Brazilsaid with emotion. and helping my community to remember their traditions – I do not cut corners onQuilombo: expressive sense of solidarity my efforts to reach this goal”.When we asked him if he has achieved anysignificant gains for the community, he said,“Not any of the achieved we’ve made is theresult of my exclusive efforts. This is part of aplan designed to defend the whole communityand we are standing together. In this way, weCertified origin recyclabe paper 7
  8. 8. cover story An economy centered on people What is the role of from the traditional financial system. In practice, an electric energy community residents exchange reals (Brazilian distributor? You are R$ reals) for local currency to use in their own wrong of you think it’s communities – this is also the case of the banks only to supply electricity in Preventório, using a currency called Prevê and to its clients; at least that’s Saracuruna, with a currency called Saracura. the case at Ampla. Proof of this was By using their respective currencies in their demonstrated on September 13th and communities, residents can qualify for discounts 14th when two new community banks on the purchase of products of up to 20%. were inaugurated, the first ones to be supported by efforts from a private The projects are part of the Consciência Ampla company in Brazil. One of the banks program focusing on local development and was opened near the low-income the generation of income while encouraging hillside community of Preventório, rational consumption by all community in Niterói. The second bank; in members. Integrants of community leadership Saracuruna, another low-income networks were consulted before implementing neighborhood located in Duque de the banks and one of these players became Caxias. Thanks to the presence of these directly involved in the implantation of the bank institutions, community residents now have in Saracuna. Marcelo Llévenes, responsible for access to micro credit lines to help develop Ampla and Endesa Brasil commented, “Our local income by using a community currency to reason for being is to light up the lives of people. produce, buy and sell in their neighborhoods. We are betting on these projects to stimulate‘Our reason for being generation new jobs and opportunities. We are is to light up the Contrary to typical commercial or state-owned also contributing to the social and economic lives of people. We banks, this type of financial entity does not have progress in Preventório and Saracuruna.” one owner. All community members participate are betting on these in one way or another in the management of the In 2011 and 2012, Ampla will invest R$ 1 projects to stimulate bank so that profits from transactions are returned million in this project that could ultimately generation new jobs to the community itself. The key advantage of a benefit more than 130 thousand people. Gislene community bank is access to banking services by Rodrigues who is responsible for the Social and opportunities’ Marcelo Llévenes people who in other circumstances are excluded Projects Area at Ampla stated, “The concept 8 Certified origin recyclabe paper
  9. 9. ‘We are a community that shares the same ideals’ Marcos Rodrigo Ferreira Presidency of the bank was a great responsibility. I only accepted the position because we are indeed a community that shares the same ideals.” (Read more about solidary economy in the Learningwas originally suggested by an employee who Network section on Page 14).was participating in the Ampla Innovationprogram. We recognized that the idea was in In Duque de Caxias, 31-year old Maria daline with the objectives of our Consciência Ampla Penha dos Santos considers the bank initiativeprogram and so we evaluated the possibility a success. She dreamed about a career in thetogether with local communities and the Federal banking segment and now she is part of theFluminense University (UFF). Besides sponsoring team that manages the Saracuruna Bank. Sheand monitoring the project, Ampla is advancing commented, “This is my first formal job. A lot ofeven farther and is now establishing commercial people are using the bank because the discountsagreements with the banks. Gislene went on to offered by merchants in the community aresay, “Residents can now pay their electricity bills really worthwhile. This is a great opportunityat community banks which goes another step to for Saracuruna.” Retiree, Julio Cesar Miguelmaking the banks more sustainable”. reinforces Maria’s opinion. He is president of the Saracuruna Solidary Development Association,In Niterói, the Ferreira family is also engaged responsible for managing the bank. Hein this project. Antonio is the owner of the explained, “The project is even better thanMaloca Bar, a well known meeting place in we thought. To keep things on track, we holdPreventório; He “loaned” a part of his business meetings every two weeks at the Association tospace to set up the community bank and on evaluate the bank’s bi-weekly results and makethe first day of banking business, he started whatever changes we feel are necessary”.accepting Prevês as acceptable payment for hisproducts. When asked about possible losses, he Besides Ampla, The UFF Federal Universitysaid “absolutely not possible”. He is offering a and the Palmas Institute are also participating10% discount to all residents willing to pay in in the venture. The Palmas Bank was the firstthe new local currency. He explained, “Using community bank opened in Brazil and actsthe new currency represents no threat at all, on as a consultant for other community banksthe contrary, I expect to increase sales.” in the country numbering some 63 financial organizations to date. Joaquim Melo, PresidentMarcos Rodrigo, Antonio’s son is the first of the Palmas Institute commented, “Thirteen ‘This is the first timepresident of the Preventório Bank. He was elected years ago, a lot of people believed that this kind that a private enterpriseby the Resident’s Association created especially to bank project would never survive bit it’s still supports the dreammanage the bank since he had previous experience going strong and getting bigger every day; thisworking in the solidary economy program. He is the first time that a private enterprise (Ampla) and sees a communitybrought with him a participative management supports the dream and sees a community bank bank project as a viablevision which he considers a major achievement project as a viable form of business”. (Read the form of business’in the social area. He stated, “Assuming the Joaquim Melo interview on page 4). Joaquim MeloCertified origin recyclabe paper 9
  10. 10. cover storyIn the news Unity makes a bank The UFF Federal University mobilized the an interface between the university and theMore than 40 news releases two communities besides providing research community banks. Since January, the teamon television, in newspapers material and a location in Preventório led by the teachers Bárbara França and Marioand on the radio highlighted that was transformed into an annex at the Lucia Pontual and 12 scholarship holdersthe opening of the commu- financial institution to hold workshops for from the Economics, Anthropology andnity banks in Saracuruna and local residents on rational consumption, all Psychology areas meet at least once a weekPreventório. On Bom Dia Rio part of the Consciência Ampla program. Fábio with community association representativespresented by TV Globo, a Passos, Dean of the UFF Extension School to share ideas and knowledge.10-minute presentation was believes that through this project a two-waymade including an interview knowledge channel can be established thus Through practical and theoretical activities,given by the Ampla Com- fulfilling the University’s role in the program. residents from Saracuruna and Preventório aremunications Director, André He said, “We brought the school closer to the slowly developing their banking managementMoragas. News media such as community with this knowledge partnership. skills. Bárbara explained, “This is a processthe Globo Daily Newspaper, the In the same way that we teach, we are also whereby we are empowering the populationExtra, the Dia, the Tribune and learning from these people.” with gains that go beyond economic visionthe Fluminense all reported on and include political and organizationalthe events. The CBN radio sta- The UFF Business Incubator Laboratory, part know-how. This is helping them to develoption, during daily news pro- of the solidary economy project acted as higher self-esteem”.gramming highlighted theAmpla partnership with thecommunities. Webnet portalslike Yahoo and Agencia Brasil Qualificationall carried news features onthe opening of the commu- in search of Successnity banks. In August, Ampla participated in the 3rd National Workshop for Community Bank Methodology Multipliers held during 3 days in Fortaleza, Ceará. The event brought together re- presentatives from nine states in Brazil and agents from the Federal Caixa Econô- mica (CEF) and the National Bank of Economic and Social Development (BNDES). Work groups were organized among participants involved with community bank management actions in qualification workshops to prepare them for banking activities such as the credit system, opening and closing daily cashier accounts etc. Ricardo Bomfim, Ampla Social Projects Analyst visited the Palmas Bank with other participants to learn more about their methodology and to study the expansion of the project in support of new community banks. Ampla was the only private sector company to join the event and it was Ricardo’s job to present the company during opening ceremonies. He said, “We had three great days exchanging experiences. I had the chance to see the Palmas Bank close up and learn more about solidary economy concepts from serious people with a lot to contribute to the movement.” 10 Watch exclusive videos of the community bank inaugurations at: Certified origin recyclabe paper
  11. 11. what’s happeningAn intelligent city is bornThe project will invest some R$ 30 million to transform thissun coast city into a model of energy efficiency“Ampla scores a major goal.” That’s how The project will spend nearlyState Governor Sérgio Cabral defined the R$31 million and includelaunching of the Búzios - Intelligent City changes in the city’sProject on July 11th at the government public lighting grid,Guanabara Palace in Rio during which implement the useagreements were signed by the state of electric poweredrepresentatives and Búzios city officials vehicles and maketogether with Endesa, Ampla’s controlling improvements incompany. The initiative aims at transforming energy distribution.the municipality into a benchmark city Marcelo Llevénes,of the future: sustainable, rational and Endesa Brasilresource efficient. president said that to reduce negativeThe sun coast area known as the Lakes Region environmental impacts,will host the first Intelligent City in the country. the Buzios project shouldGovernor Cabral stated, “This is a major reduce the cost of energy toachievement. We are undergoing a time when the city, since a new differentiatedwe don’t really know what oil will be worth in peak-time tariff structure will be10 or 15 years or what the cost will be to find introduced. Marcelo said, “Tests in Europe ‘Ampla scores anew energy resources in the world.” indicate that prices could fall as much as 30% and 40%. This is our goal.” major goal’ Sergio CabralJúlio Bueno, State Secretary of Developmentsaid it will take coordinated efforts to transform André Moragas, the Director ofthe state into the energy capital of the country. Communication and Institutional RelationsHe explained, “Rio has an economy very at Ampla stated that the project createstightly linked to the energy sector and we yet another differential in Búzios besidesare responsible for pointing the way to the the cultural and tourist attractions thatfuture. Thanks to the Búzios project, we now have become famous around the world.have the embryo for the development of new He explained, “Transforming Búzios into antechnologies in our state.” Intelligent City will help sustain the city’s economy beyond the tourist season andFor Mario Santos, Chairman of the give it a technological edge.”Board at Endesa Brasil, Rio de Janeiro is aforerunner, thanks to the Búzios Project, in The project should get underway nextthe development of intelligent cities. He summer season. According to Llévenes, thestated, “This project will mark the country first step will be to improve energy distributionin a positive way. It’s a privilege to bring aiming at creating a higher quality service tothe Endesa and Enel experience to Rio [the consumers. The next phase includes gainingtwo companies controlling Ampla]”, he public visibility by changing the street lightingalso commented that similar projects were in the city to newer and more efficient LEDdeveloped in Italy and Spain. bulbs; they consume 80% less energy.Certified origin recyclabe paper 11
  12. 12. what’s happening Electric cars and motorcycles start Another important step will be the installation of circulating by the end of this year in a breed of intelligent light meters imported from Watch an exclusive video of the launching of the Búzios – Búzios. Llévenes said, “We are installing Europe. These devices allow for differentiated Intelligent City Project and read more about the innovations solar panels to power public lighting and electricity charges at different hours of the day. to be presented at the Citenel: wind-powered turbines to help produce The meters still need to be homologated in Brazil conscienciaampla10 and store electricity.” and should be ready for installation early in 2012.Ampla presents technology innovationsA light post that weighs only 25 kg and can be erected in emergency or disaster zones to restore power quickly and easily. Work gloves thattell a technician that there is energy flowing through the cables and lines he is handling. A system that stops energy theft through clandestineconnections. These are some of the technology innovations presented by Ampla at the 6th edition of the Citenel, Electric Energy TechnologyInnovations Congress held in Fortaleza, from the 17th to 19th of August. “The event was a technological display showcase for the regulatoryagency and the general public”, said Victor Gomes, responsible for the Ampla Energy Efficiency Investment area.Some of the new ideas presented will be incorporated in the Búzios Intelligent City Project; this is the case of the vertical aero-generator, especially projected to work in urban settlements. “The equipment will permit electric energy production on a smaller scalewith less noise, in residential areas. The technology behind it is Brazilian”, Gomes commented with pride.Other pioneer national technology is earmarked for the Búzios Project; it’s called the Mash Network designed to optimizecommunications through energy smart grids. The equipment is an important part of the new distribution model managementscheme. Gomes pointed out, “Our prototype can operate at 400 to 1,000 meters distance at a very low market cost”.Ampla also presented a billing system for temporary clients whol use electricity at special events in public places”, Gomes explained.It also works for drivers that will be recharging their vehicles at electric energy recharging stations in Búzios in the very near future.“These innovations have generated new patents for the company and many benefits for our clients as well as a higher level of quality,reliable energy supplies”, Gomes concluded. CHANNEL TUNE IN Ampla and the Futura TV Channel sign a partnership to produce a series of animated clips on rational consumer’s consumption ideas to save energy. While this article is being prepared, readers can enjoy Futura TV programming and stay up to date on other key topics such as sustainability, rational consumption, energy efficiency, educational subjects and much more. Watch Green Belt, from Monday thru Friday at 20:30h 12 Certified origin recyclabe paper
  13. 13. in focusEnergy working in favor of diversityTalking about rationalizing energy use in different Resident’s Association, Emerson Luís Ramos,communities has been a major challenge for the better known as “Mec”, approves the partnershipAmpla Consciência program which has been and has words of praise for the Ampla team.presented throughout the regions that are part of “We started working with the concessionaire tothe concessionaire’s area of influence and will now improve our energy supply and we received ato be introduced in Angra dos Reis. The objective valuable package of knowledge. We didn’t reallyis to inform local residents of the Indigenous know a lot about energy and the information weVillage of Sapucaí and the Santa Rita Quilombo, were given has produced a number of advantagesboth located in Bracuí, of the special energy tariff for our community”, he affirmed. According tomade available through a government program “Mec”, they had no idea that a home-made repairknown in Brazil as the Tarifa Social Baixa Renda in a section of electrical wiring actually increased(Low Income Special Energy Tariff) and to sign up energy consumption. Residents from Marambaia Islandcommunity residents to qualify for the program. Electricity reached the Indigenous Village ofAccording to Katia Ramos, Ampla Social Projects Sapucaí in 2008 as part of the Light for EverybodySpecialist, these actions were started back in May Program and since then, rational energy useof this year as the result of a partnership between has been a priority. “We spent as much asthe Angra municipal government and Ampla. R$ 8.00, every night by burning keroseneThe quilombo (slave descendant’s community) lanterns. Now, we all have electricityconsists of some 150 families while the and we are anxious to learn moreIndigenous Village maintains 87 family registered about how to use it better. The lecturesresidences – members from both communities we get are excellent and many of ourhave been signed up by the Ampla team to families are changing their habits”,receive special energy tariff benefits. “We started confirmed Domingos Karai Tataendy,the pilot project with these two groups to help the Village’s community Vice-Chief.them understand the advantages of rationalizingenergy and the main goal was to include them inthe government special tariff reduction program Efficient energy- in some cases, their energy costs were reduced On September 8th, Ampla, in partnership with the Federal Government and theto zero. They are learning how to use electricity government of the State of Rio de Janeiro, inaugurated new public lighting systemsin a more rational manner”, Katia explained. on the islands of Marambaia and Jaguanum, located in Mangaratiba, as part of the Light for Everybody Program. The ceremony was held in the Cadim EvaluationThe specialist commented that according to Law Center on Marambaia Island. The President of Endesa Brasil, Marcelo Llévenes spoke12.212/10, descendents of indigenous peoples about the importance of electricity to Brazilian communities on the islands. He said,and slaves recorded in the federal CadUnico “Energy has many uses in the community but lighting and power in the homes isRegistry, are entitled to receive subsidies ontheir monthly energy bills, in some cases, they what we are focusing on at this time”. In all, 425 families were benefited so nowmay even be exempt from payment when some 2 thousand people can enjoy the comfort of safe, reliable electric energy.”consumption is less than 50 kWh/month. “Intwo months, since we started the work, these Born on Marambaia Island, Dionato de Lima Eugênio commemorates the new energypopulations are paying 65% less for their source. He commented, “Lighting costs were much higher – we had to use candleselectricity than before. They are also switching to and kerosene lanterns – without electricity we were kind of excluded from smart light bulbs as opposed to traditional “We see this moment as the realization of our community dream.” Patrícia Macedoincandescent types – they are learning to save Mattos, a resident on the Island of Jaguanum, also talked about the importance ofenergy”, Katia concluded with satisfaction. the new energy system. She said, “Now we can all have refrigerators to keep our fishing produce – this is the main source of income on our island. Besides, the projectChange of habit is actually helping us to preserve nature and the environment. No light posts wereThe President of the Santa Rita Quilombo erected along our beaches – we were really concerned about that.”Certified origin recyclabe paper 13
  14. 14. learning network Solidary economy, everyday The concept and presence This form of “doing economics”, first arose in of solidary economy in the 1980s decade as a response to combating Brazil is growing and social exclusion and legitimizing various forms getting more organized of individual and collective production modes. every day. Besides In Brazil, this job and income generation model generating new grew to significant proportions, to the point income, new social and where solidary economy programs were being business networks are adopted by important social movements and forming tearing down private sector organizations such as churches, old paradigms about universities, labor unions and political parties. economic development At the turn of this last century, public policies and the relations between were adopted to foment the growth of people and their environment. solidary economy systems by many state and In response to this demand, the municipal governments. Federal Government created (2003), the National Secretariat of Solidary Paulo Singer, the National Secretary of Solidary Economy (Senaes), subordinate to the Ministry Economy stated, “I have perceived that there Paul Singer (left) and Marcos Rodrigo Ferreira, of Labor and Employment. The objective is to is a growing number of movements around President of the Preventório Bank make viable and coordinate support activities t Brazil. A very fine example is the project the sector aiming at generating new jobs and designed to help eradicate poverty by the income as well as social inclusion channels across creation of local community banks such as the Brazil in a just and solidary way. ones organized by Ampla in partnerships with the communities to be benefited in Niterói and Obeying some very basic principals such as the Duque de Caxias, the Federal UFF University collective ownership of production and the right and the Palmas Bank. The community banks to self management in business enterprises, are managed by the residents and make use solidary economy concepts are creating relations of a currency they created to be used in their in which there is no employer-employee neighborhoods as well as to make small, dependency, rather, everyone is a partner who interest free loans to community members – is collectively working for their common good. a financial solidary program to help create or expand small businesses in the neighborhood. Solidary economy is not a universal socialPaul Singer and a groupfrom the UFF Solidary remedy. It does result in new opportunities Economy Business and learning experiences through its exercise. Incubator Project Anyone who wants to learn more about this concept can contact the Ministry of Labor and Employment or any number of municipal offices where Solidary Economy projects are being implanted. Paul Singer is the National Solidary Economy Secretary 14 Certified origin recyclabe paper
  15. 15. digital awarenessExpanding horizonsTo expand our communications channels The Ampla Facebook Page is managedwith our clients, Ampla has launched its own by a multidisciplinary team thatofficial Facebook page. The famous social holds regular meetings to discussnetwork helps us to share information, videos, contents, language andlinks and photos, all of which will improve processes adopted at theour relations with the public. Interactivity is company. Managers monitorthe key word here and helps to link up other the page observingclient relations channels at the company such monthly visits. “Weas Twitter, Flickr and YouTube. On the air update informationsince last July, the Page provides publication every day to keepon company social projects, actions and our users as informedprograms, investments and innovations. as possible on important newsIn only two months, the page has received more and projects. It’sthan 18,400 visits and enjoyed by more than important to think250 users, registering a growth of 54% from July about our users allto August. “We don’t intend to take care of client t h e time; clients,service requests through our Facebook Page, for collaborators, thethis kind of work we have other, better channels. general public, they areOur focus is on interaction; we want to close the all important to us”, saidgap between Ampla and the general public. We Manuela Oliveira, Marketingwant to interact directly with the public. Many Trainee and an integrant of theof our collaborators are also participating, it’s Facebook team.becoming an official channel for maintainingcontact with them”, commented Erika Millan,Ampla Marketing area specialist.The layout was customized with graphics andthe Ampla logo brand, a standard alreadyadopted in all company documents andinstitutional publicity materials. Throughthis channel, internauts can catch updatedinformation on rational energy consumption,innovative projects such a electric cars andnew, modern light post technology as wellas programs and actions that are part of theEcoAmpla, Ampla em Ação and IntelligentCity Programs. “The differential on ourpage resides in its interactivity with othernetworks, making navigation much easierand facilitating access to our communicationchannels”, Erika pointed out.Certified origin recyclabe paper 15
  16. 16. tips Summer savings Sunny days, crowded beaches and lots of electricity to keep drinks cold, take long showers and cool down houses, offices and restaurants. A typical summer season, very hot and humid – energy consumption typically reaches record levels. In December near Christmas time, decorative lighting fills the streets and buildings – more energy consumption. It all looks beautiful but there is a price to pay. To really enjoy the holiday season, recycle more and cut energy use (and costs!) whenever possible. Use some of the ideas above to start rationalizing energy and resource consumption. The world will thank you! Creativity and awareness • An economic villain; air conditioners are responsible for nearly one third of all energy consumption in the home. To help, turn on the unit a bit sooner; the gradual cooling eliminates the need to turn the machine on at full power. Make sure that doors and windows are fully closed and install the unit higher up since cold air moves downward. This will cool the entire room more efficiently; • In the shower, use the “summer” position on your electric water shower head as opposed to “winter”. Electric powered showers consume as much as 25% of the energy used in a house; • Open your refrigerator only when you know what you want and as infrequently as possible. Otherwise, the motor and compressor will work longer and harder to keep things cold inside. Do not put hot or warm things in the refrigerator; let them cool down first; • Use only low-energy consumption rated Christmas lights. Turn them off when you are not at home or when going to bed. • Make use of last year’s decorations. Reinvent them. Make your own original objects using PET bottles, newspapers and old magazines. Be creative – save energy and recycle!16 Certified origin recyclabe paper