Action gives visibility to black entrepreneurs’ businesses on Globo’s programming
Ambev is allocating part of its media spaces on TV Globo and in other media for a moment of speech by black entrepreneurs. Created by the Africa agency, the Black November campaign reinforces the company’s commitment to racial equity and productive inclusion.
The Black November action is a way of valuing our partners, talking about Black Consciousness, even more so at this time of great audience, with the grid taken over by the World Cup and Black Friday. Our objective is to generate opportunities, through the inclusion of our ecosystem, positively influencing customers, suppliers, consumers and inspiring society, says Caio Augusto Miranda Ramos, Ambev’s sustainability director.
The movement began with an editorial agenda on the “Encontro” program, an opportunity in which three black Ambev suppliers were present to talk about the cause and their businesses along with the presenters Manoel Soares and Patrcia Poeta. An exclusive program was aired during the interval of “Jornal Nacional”, in addition to being featured on “de Casa” and “Domingo com Huck”. Four more films feature the presence of four entrepreneurs and are being aired on Globo’s commercial grid.
The activations count on the presence of real partners, members of Ambev’s partner base, made up of more than 800 self-declared black or brown professionals. According to the company, this year more than R$106 million were transacted in business generated with black entrepreneurs.
