Alm da ao da Disney in partnership with the Institute Carrying Scythes, Disney Brincar e Dorawhich installed activities in toy stores in the main Brazilian cities, where every hour played is equivalent to R$50 donated to the NGO, with the aim of helping those in need and reconnecting families and children from all over the country, the two institutions also joined forces Riachueloone of the largest fashion retailers in the country, to celebrate Children’s Day in a special way.
Exclusive products were launched by the brand, inspired by Disney characters, and part of the sales from the official collection for the date will also be donated to the Institute, which is already a partner of Riachuelo since 2022, with the Gerando Falces Bazaar. The collection also celebrates Disney’s 100 years, seeking to build a more inclusive future and promoting diversity and imagination. Therefore, the name of the campaign The tomorrow I want.
When we think about transformation and sustainability, we can’t help but think about children, they are our future. The basis of everything to transform society with a more sustainable and inclusive outlook is born in children, in education that transforms everythingsays Cathyelle Schroeder, head of Marketing at Riachuelo.
The campaign also sought to give space to new artists. Four urban artists participated in the creation of the pieces, which include pajamas, accessories, t-shirts, jackets and dresses for children aged 0 to 16, and feature prints of the most charming Disney characters.
Deise Evlin and Diego Tadeu from So Paulo (SP), Suellen Rodrigues from Fortaleza (CE) and Clara Feliz from Natal (RN) were the guest artists. Each one developed exclusive prints through their art and individuality, and the idea was to print something unique, playful and colorful. Check out the testimonials from these professionals below.
With campaigns like this and renowned partnerships, the Institute increasingly helps and gets involved in its causes. Any help is welcome, especially when it comes to people in socially vulnerable situations.
The impact is extremely positive and visible, especially when you work to combat poverty, bringing protagonism and dignity to favela residents. In actions such as focusing on children, for example, we understand that strengthening bonds generates an extremely positive return for these children and families. We understand that the better the opportunities offered in an accessible and playful way to children from an early age, the better the conditions for their full development. We are very happy with the expansion of the partnership with Riachuelo, which already supports Gerando Falces in our Bazaar. This just shows how much the union of brands and the cause can make a difference in the lives of families who are in poverty.highlighted Juliana Plaster, director of Development and Partnerships at Gerando Falces.
Currently, more than a thousand social leaders take the NGO’s management courses, which represents approximately 6 thousand favelas covered by direct poverty combat actions. Practically all of the network’s projects are focused on children, and the biggest challenge is, in fact, in the midst of so many needs, to highlight the importance of care, love and attention that parents, mothers and caregivers in general must have towards children and adolescents. .
Prints were designed by invited urban artists. (Photo: Disclosure/Riachuelo)
Riachuelo Projects
Riachuelo has several projects within the ESG agenda, such as Pr-Serto, focused on generating employment in the semi-arid region of Rio Grande do Norte, which covers 32 cities in the interior of the State. The project was created in 2013 by the State Secretariat for Economic Development, in partnership with the Federation of Industries (FIERN) and SEBRAE/RN, and stimulates the entire region with initiatives, mainly by women.
The idea behind the project is to internalize the textile industry, while at the same time contributing to the generation of employment in regions with low development. With 116 outsourced sewing workshops, the project has already generated around 5 thousand direct jobs, benefiting around 50 thousand people. Of this total, 90% had their employment card signed for the first time.
The brand also has cotton field projects, which help farming families. Agro-ecological cotton encourages family farming, and therefore takes into account not only environmental aspects, but also cultural, social and economic aspects, in addition to growing demand from companies that wish to work with more sustainable raw materials.
Everything we do at Riachuelo seeks attention, in addition to the products. It is not a fashion for fashion’s sake, everything is behind it. The company is 76 years old, a northeastern company, based in Natal and with major ESG initiatives across several pillars. Riachuelo lives and breathes thishighlights Cathyelle.
The Riachuelo Institute serves some pillars, such as sewing workshops, training more people to work in the Pr-Serto program; potiguar craftsmanship in ceramic pieces and embroidery from the Caic countryside; entrepreneurial training for young people, through the program Young Entrepreneurin partnership with Junior Achievement and by providing scholarships for employees’ children, in partnership with SESI and Sistema FIERN, among other initiatives.
* Supervised by Jssica Bitencourt | Cover photo: Divulgao/Riachuelo
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