‘I am because we are’. The strength of collectivity, part of the Ubuntu philosophy, teaches us that achievements are not individual, but the result of something built when we walk together. This look at the other, at each and every one, is essential for people to feel represented and gains even more strength when there is diversity of thoughts, knowledge and trajectories in the development of projects and narratives. It is in this plural and diverse way that Globo has been acting more and more. The only way capable of representing a society as culturally rich as Brazilian society. To reiterate this understanding, even more latent in the month that marks Black Consciousness Day, Globo launches a campaign to highlight the power of affection, which will be broadcast throughout the entire Globo ecosystem: on open TV, pay channels and social networks. .
The campaign was designed and developed from the sum of creative forces of black storytellers in Entertainment and Brand and Communication. The film comes to life with images of events and programs on Globo’s different channels, including journalism, sports, art, drama and concerts, while the voiceover is narrated by a team of black talent from the company, such as Paulo Vieira, Aline Midlej, Stephanie Ribeiro , João Luiz Pedrosa, Kenya Sade, Larissa Luz, Ryancarlos de Oliveira, Jennifer Nascimento, Karine Alves, Paulo Lins, Samuel Minervino, Luiz Teixeira, Lilian Ribeiro, Manoel Soares, Taís Araujo and Maju Coutinho.
Rescuing the maxim of the Ubuntu philosophy, the campaign portrays the importance of positive references from black people in childhood as a way to enhance their development. Representativeness that can come from family relationships, neighborhoods and even the media. The film shows how the black presence is the realization of their ancestors’ dreams and, now, their voice echoes ever louder, in front of or behind the screens, permeating and guiding important dialogues.
The work also symbolizes an important course that the company has been following in valuing diversity and inclusion, which was consolidated with the disclosure of its ESG commitments, assumed this year. Part of this trajectory is the organization of proprietary events such as “Negritudes 22”, which brought together more than 200 people in São Paulo in June of this year to discuss the audiovisual content that can and wants to value Negritudes. And as a way of occupying different spaces and promoting relevant discussions, the company is present at important events such as Rec’n’Play 2022, in Recife, Festival Feira Preta 2022, in São Paulo, and Festival Afropunk, in Salvador, among others. .
Watch the Globo campaign video:
A movement that is also gaining strength among employees, with initiatives such as a rich and important exchange held on the International Day of Latin American and Caribbean Black Women, in July; by encouraging ongoing projects such as Releituras, which proposes a new look at art through black diversity; with the encouragement of the creation of an internal group of black employees, from different areas of Globo, focused on discussing themes about blackness and diversity and who had a fundamental participation in the construction of the new campaign. Also as part of this process, in 2021, the company launched a corporate strategy for diversity and affinity groups, which has already resulted in the hiring of 35% women and 23% black men and women for leadership positions.
This entire movement is part of Globo’s strategic plan, which has been expanding its efforts in diversity, integrated into the company’s ESG Journey.
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