Revista Consciência Ampla 11ª edição em inglês
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M A G A Z I N E
Your Ampla social and environmental responsibility magazine
year 3 I january • february • march 2012 I nº 11
Our way of being sustainable
Ampla launches a book on social projects and shares social and environmental responsibilities experiences – page 7
Ampla closes the year with highlights from citizenship actions –
pages 8, 9,10 and 11
The right to dream
dialogue
transparency
calendar
The year 2011 was a year
of major Consciência Ampla
project successes. Over the
months, as shown in the
graph (right), we managed
to exceed most of our goals
reaching a large number
of beneficiaries. This was
possible thanks to your help.
In 2012, we have set new
challenges and we hope we
can continue counting on
your participation.
“I want to say that the work
you are doing is perfect,
congratulations! I am doing a
course at Senai in São Gonçalo.
I’m getting a lot of experience
and I am identifying with the
course. Thank you very much;
truly the teachers are very
professional. Before doing the
course I’d look at an energy
post and I didn’t know anything
about what was happening
but now I understand it all.
I’m very happy with my new
profession. Thank you a lot,
congratulations”. (via blog).
Leonardo de Souza Figueiredo
“Your blog is excellent! I am
an art educator and designer.
You’re on the right track -
recycling forever”. (via blog)
Dalva Paixão
“@Conscienciampla, it’s very
satisfying divulging the
articles on your blog. I follow
up on everything you post
regularly”.” (via Twitter)
RafaRophe
“Keep reading @Conscienciampla.
It’s really very good and quite
worthwhile. Okay guys keep your
information flowing: D’(via Twitter)
Daniel Mescouto
February
Magé on the 10th
Saracuruna on the 11th
March
Teresópolis on the 2nd
Petrópolis on the 3nd
Macaé on the 9th
Cabo Frio on the 10th
February
Paraty from the 6th to the 9th
Angra dos Reis from the 27th to the 29th
March
Angra dos Reis from the 1st to the 3rd
A year of major achievements
Project Beneficiaries in 2011 Annual Goal
Ampla Knowledge 129.324 131.000
Ampla Citizenship 28.405 16.300
Ampla Art 13.667 8.000
Ampla in the Future 113.155 70.000
Ampla on Wheels 57.318 49.000
Ampla Opportunity 1.354 1.300
Ampla on the Screen 12.004 10.600
Ampla Ecology 4.368 4.000
Ampla Cultural 20.993 29.000
Ampla Efficiency 21.419 20.000
TOTAL 402.007 339.200
Consciência Ampla on the Screen Ampla Consciência on Wheels
Citizenship agenda
Stay tuned in to the Ampla Consciência on the Screen Project and the Ampla Consciência
on Wheels Program, plus, nine other 9 Ampla social projects that are bringing culture and
education to residents in Rio de Janeiro. Check out programming by consulting our blog
or the Ampla Consciência Twitter address.
Mobile movie theater visits cities in Rio de Janeiro
Mobile truck-unit visiting many locations with information on rational energy use
JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC
339.200300.969
261.337
233.606205.475177.544
157.390129.359101.327
58.12430.45011.841
402.007373.738
342.383312.977273.947
234.317206.537171.092120.76491.216
30.03010.792
Goal
Achieved
Certified origin recyclable paper2
CreditsThis is a quarterly publication produced by Ampla. Ampla Marketing, Creation and Production: Denise Monteiro (Mtb: 21.1407), Tatianna Togashi, Patrícia Gismonti and Pryscilla Civelli; Ampla Social Projects: Aladia Guerino, Cristiane Baena, Felipe Conti, Gislene Rodrigues and Katia Ramos; Collaborators: Ampla External Communication and Social Responsibility: Janaína Vilella, Ana Paula Caporal and Beatriz Stutzel; Reporters: Ana Clara Werneck, Annie Nielsen, Carolina Silveira, Letícia Mota, Lissandra Torres and Maíra Gonçalves. Editorial Coordination: Maira Goncalves. Editing:Eliane Levy de Souza. Graphic Project and Diagramming: Casa do Cliente Comunicação 360º. Revision: Juliana Carvalho. Photos: Antonio Pinheiro, Casa do Cliente Image Bank and Humberto Souza and Mazé Mixo.
Face to Face ............................................. 4Success Story ........................................... 6In the news ............................................. 8Cover Story ..............................................7In Focus ................................................12Special Report .......................................13Learning Network .................................14Digital Awareness ................................15Tips ........................................................16
Responsibility all year round
editorial
contents
From January to January, Ampla visits many
communities where the company is present
and encourages residents to participate in
many Consciência Ampla social programs and
projects. Since 2009, these initiatives have
been increasing rational energy awareness
among the population and have benefited
more than 400 thousand people.
At Christmas time, things couldn’t be any
different. Ampla offers community members
the opportunity to join our traditional projects
such as the Christmas Citizen Program that
distributed more than 1,200 presents to
children in 2011. The Ampla Christmas Choir
sings out to people everywhere - festive classics,
for the pleasure of adults and children while
sending out a message of social integration to
everyone. Our cover story gives more details
of other Ampla projects that make year’s-end a
very special time for our clients.
The Christmas solidarity spirit also inspired
our Face-to-Face personality, Marcolina da
Silva, better known as Aunt Marcolina. At
78-years of age, this retired teacher maintains
a public day-care center on her small farm
where she lives. Her story is a lesson on life –
a fine example of volunteer spirit and service.
From Petropolis to the Screen; this was
the trajectory that launched young actor,
Leonardo Couto. Through the Consciência
Ampla on the Screen project, this young man
discovered his true vocation as an actor when
the Ampla Project Workshop was held at his
school. Learn more about this dynamic teen
in our report – Success Story.
In the News presents cases that point to the
social and environmental attitude at Ampla. The
article includes some of the results of this work
in a new book called Social Actions, Education
and Sustainability – a relations network between
the company and community.
Happy reading!
Marcelo Llévenes
Responsible for Ampla and
Endesa Brasil
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face to face
Marcolina da Silva
Never too late for solidarity“These children are the angels in my life”. This confession is made by a 78-year-old retired teacher,
Marcolina Alexandrina da Silva who has dedicated the last two decades of her life to social assistance and volunteer work. It all started some 32 years ago after her doctors told her she
didn’t have much time left as a result of a CVA (stroke) and the discovery of an aneurysm in the brain. She firmly believes that her medical situation completely reverted thanks
to the children in her life. She said,” I was in the Intensive Care Unit at the hospital and I remember hearing a small child crying close by. It didn’t take long to regain my vision and the use of my other senses “. Once out of the hospital, she decided to keep busy by founding a public daycare center that she named Community Daycare Center Aunt Marcolina which she opened on the small farm where she lives in Monjolos, São Gonçalo, in Rio de Janeiro State. She receives some 40 children from the ages of 2 to 5 years of age. She signed an agreement with the local town hall which helps finance the maintenance four classrooms, a secretarial administrative office, various toilets and a lunch room. She also relies on donations
from companies and other partners including Ampla which helps sponsor this work. Two of Ampla’s programs (Christmas Citizenship, part of the Consciência
Ampla Citizenship Program and the Ampla Compartlihar (Sharing) Program have been implemented at the Center. At the end of last year, the Ampla Xmas program
distributed presents to 41 kids while the second program sponsored other donations after mapping the real needs of the daycare institution. To complete the work, in 2011, Ampla
employee volunteers got together to paint the center and make small repairs.
How did you get the idea to open the Aunt
Marcolina Daycare Center?
In 1980, I had a stroke and then I found out I
had an aneurism in the brain. I was in hospital
for 10 days and needed surgery. My brother
did not let the doctors operate fearing I would
not survive. In the Intensive care ward, I could
hear a small child sobbing, as if it was alone
and hungry; that did something to me and
then the doctors came in and said I had only
a few hours to live – that was more than 30
years ago. Jesus sent me a crying child to keep
me going so I decided to open the center in
1996, I do not charge the families anything
and I would give my life for this place. I guess I
have the children to thank for my life.
Where did you first open your daycare center?
I rented a small house in my neighborhood
but that didn’t last long. We were living like
gypsies; the kids scribbled all over the walls,
the owners didn’t want us there so from time
“This daycare center cannot close down.
We have to keep believing we will
find sponsors from companies to help us pay our people
decent salaries”.
to time, we moved to my own home with all
the furniture and things. After a while, I asked
the community for help and they got together
to start building a daycare center on a small
farm that I own but funds were very scarce
and we were forced to continue renting other
places. During a period of time, we were
operating the center in the parochial room at
a local Catholic church in Monjolos.
So how did you finally finish the work at the
center on your farm?
We signed an agreement with the town hall
government of São Gonçalo but we couldn’t
use the funds for paying teachers’ salaries or for
buying building materials that we needed to
finish the center. We did finally finish it thanks to
José Carlos Coutinho (ex-federal congressman)
who embraced our project. He bought all the
building materials; he also hired the bricklayers
and after the work was done, he gave me the
keys to the center. I was so happy.
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‘I really would like to offer quality education to these young people’
What is the biggest reward you get from
this work?
My biggest joy is my team of employees
who are practically parents to the children.
They put a lot of love into their work; they’re
not really here just for the money they earn.
Sometimes, I’ve paid their salaries well into
the month, late of course. The minimum wage
for this kind of work is also very modest; what
prevails at the daycare center is the affection
we all feel for the children. I would really love
to be able to pay them a respectable salary
but on the budget we have to work with, it’s
just not possible.
You seem very concerned about educating
people. What kind of education do you have?
With great difficulty I managed to finish my
high school at night because I had to work.
The school was far away and I needed my
brother to take me and bring me back. I really
wanted to go to university and unfortunately
I believed in a man who said but he would
marry me and after we were married; he
promised he would take me back and forth to
the University. That didn’t happen but he did
give me three wonderful children and after
eight years he abandoned us all. My three
kids, Tito, Helena and Vitor (see the photo at
the top of the page) help me with my social
work. I am very grateful to them.
What kind of donations does the daycare
center receive?
We accept almost anything but mainly, what
we need is money. We have to increase
the number of children but first we need
to repair one of the
classrooms that got
damaged because of
rain infiltration. Last
year we had 60 children
enrolled but this year we
could only accept 40. My big
dream is to find a major sponsor
for the center. This is what I ask the
Lord for every day.
What exactly does this social work represent
in your life?
It is the purpose of my life. The Center can
never close. If that happens I will surely suffer
a lot. We have to believe that we’re going to
achieve our goal which is to find companies
to sponsor the daycare center so we can pay
decent salaries to all our employees. The house
in which I am living could collapse on top of
me; I spend almost nothing on maintenance
or repairs to make sure I have money to
take care of myself during retirement and
the daycare center. I have faith that one day
things will get better.
Reporter: Do you still have a dream that you
would like to see realized?
Yes. I would like to offer professionalizing
courses to the adolescents. I actually paid
rent on an old house in our neighborhood
for six months, I hired some teachers but, I
never came to an agreement with the state
government to help cover costs. This was a
source of great sadness and concern because
I really would like to offer quality education to
these young people.
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In 2009, when the Consciência
Ampla on the Screen was held at
the public school Ciep Gabriela
Mistral, in Posse, District of
Petropolis, Leonardo Couto like
many of his other friends had
never actually seen a movie. The
closest movie theater was 34 km
away in Itaipava. But, being the
curious minded person he was, he
quickly enrolled in the project. The
proposal was to make a short movie
with the participation of students during all
phases of movie production including acting,
under the guidance of industry professionals.
Since Leonardo was very young, he had been
a great fan of Fernanda Brum and dreamed of
one day becoming a gospel singer but then
he discovered his talent as an actor.
He explained, “I turned up late for the screen
test and I thought the only part left in the movie
was to be a tree but I ended up being chosen to
play the part of Zeca, the main character of the
film entitled “Awareness Makes a Difference”;
it was about rational energy consumption”.
The director made a good choice. A year
later, Leonardo won the Best Short Film Actor
Award, competing against four other young
contestants. He became famous in his city
and was invited to give interviews on TV, in
newspapers and on radio talk shows.
From the sidelines to the big screen
Leonardo participated in all phases of
production of the movie, from but what
he said he really loved was acting. He
commented, “The move is a story of a guy
named Zeca, an adolescent who learned to be
more responsible. Through this experience,
I also grew up just like he did”. Leonardo is
plans to move from his city of Posse so he can
First step to successcontinue studying and achieve his dream of
becoming a theater artist.
In 2011, he was chosen to act a Master of
Ceremonies for the second edition of the Short
Film Awards Ceremony. Besides presenting the
event, last November at Ampla head office
in Niteroi, this teenager had the chance to
meet and be encouraged to continue acting,
by someone famous in the Brazilian movie
scenario; André Ramiro, the famous “André”,
from the top rated movie Tropa de Elite.
Leonardo said, “Besides Ampla, I have the
support of my parents who are helping me
every way they can si I can achieve my goal in
life. I didn’t think I would be able to stand up
and talk in front of so many people the Award
Ceremony but my mother encouraged me and
everything worked out okay”. He commented,
“There is an important line in the movie that
more or less sums up
my experience. It
says - Everything
starts with the
first step. After
we take the first
step, anything
can happen”.
‘I turned up late for the screen test and I thought the
only part left in the movie was to
be a tree’(comment by Leonardo
who was chosen to be
the main actor)
sucess story
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Sustainable pagesTell stories based on declarations made by
protagonists. This was the proposal that Ampla
created to share some of the social responsibility
activities that the company is promoting in the
communities where it is present. A collection
of these interesting case studies resulted in the
publication of a book called Consciência Ampla:
Social Actions, Education and Sustainability
– a relations network between the company
and community. Released last November in
English and Portuguese editions, the book
brings together successful initiatives taken by
the concessionaire that have reached out to
more than 2 million people helping them to
understand the importance of rational electric
energy consumption. Gislene Rodrigues, the
lady responsible for the Ampla Social Projects
area, pointed out that the purpose of the book
was to go beyond a simple registry of the
important actions developed by the company.
She said, “We are disseminating information on
the methodology that we use in maintaining
our relationships with our clients living in the
communities where we operate by emphasizing
the benefits we provide the people in these
places. Our desire is to inspire other similar
actions and expand our partnerships”.
Since 2009, Consciência Ampla projects have
been reinforcing the concessionaire’s philosophy
of implementing actions to fight energy waste,
environmental impacts and economic losses.
This basic idea is to multiply educational
initiatives to expand the rational consumption
of energy. In all, 11 different projects make
up the complete Ampla menu of programs,
including: Ampla Knowledge, Ampla Citizenship,
Ampla Art, Ampla in the Future, Ampla on Wheels,
Ampla Opportunity, and Ampla on the Screen,
Ampla Awareness, Ampla Ecology, Ampla Cultural
and Ampla Efficiency. By the end of 2011, more
than 400,000 people were directly and
indirectly benefited from
these programs.
Responsible Technology
As in all Ampla Social Projects
actions, the conception of the
book was based on rational
and responsible production
standards. Even the pages that
fill the books were made from
recycled plastics, a decision
based on the company’s
Sustainability Philosophy.
Gislene pointed out that
the entire editorial process
followed rational, responsible
guidelines. She believes it’s
necessary to give others an
example to follow. She said, “We wanted
to show everyone a practical application of our
philosophy on how to contribute to making the
world better. Our intention was to use a model
easily replicated so that other products can be
created based on the same principles. This is
our way of helping the world to adopt new and
better sustainable technologies”.
in the news
Book Release with great styleAmpla promoted a special event to launch a new book last November.
The happening brought together important public opinion formers such
as Maria Lúcia Pontual, a professor from the Fluminense Federal Univer-
sity; Leila Souza Lima, a journalist reporter from the O Dia newspaper
responsible for an important social column and Marcelo Llévenes, the
Ampla president. The special guests took part in a debate on the role
of companies in the media and in local communities for the building a
better world. The event was transmitted over the Twitter social network.
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cover story
Time to make dreams come true
Raul Seixas, a Brazilian musician, in
his song Prelúdio, written back in
1974, said that a dream can only
become a reality when everyone
makes it happen. These words,
even after so many years, have
not lost their truth and were
translated into actions last year by
another Ampla initiative. As part of
the Ampla Citizenship Program, the
Christmas Citizen Project mobilized
collaborators and employees that organize
a gift distribution event in which 1,245
children received presents in conjunction with
another company program called Ampla
Development that benefited children
from, boys and girls from 10 different
institutions located in the communities
where the concessionaire is present.
Another attraction, the Ampla Christmas
Choir brought the Christmas spirit to
various cities in the state by holding free
musical performances for the public.
A special present“I can say with confidence that the majority of
these children were given at least one present
at the end of the year”. This is the reason
that Aladia Guerino, a specialist working
at the company’s Social Project area works
hard to organize the Christmas Citizen event
every year. The 2011 program called Dream
Christmas actually started getting organized
in October. It was ready to go into play two
weeks before the actual event took place
as a result of the enthusiastic collaboration
by volunteers and employees. Some 1,400
presents were distributed to children up to
12 years of age at various Christmas parties
organized at the company and at institutions
located in the Ampla areas of influence.
The “Godfathers and Godmothers”, the
people that donate the toys and presents
were free to choose the children that they
wanted to give gifts to. The Social Project
team organized a list of names and profiles
of each child and the toys that they wanted
to get from Santa Claus. According to Aladia,
some of the company’s employees give
gifts to the same children every year while
others buy presents for as many children
as they can. As a way of saying thank you,
each collaborator receives a photo of his
“Adopted” child holding his or her present.
Silvana Guerino, responsible for the Ampla
Operation Intelligence area has participated in
the Christmas Citizen program for the last seven
years. In 2011 she adopted four children and
distributed additional toys as well. She said with
a happy sense of satisfaction, “This project is a
great opportunity to do some good in the world.
It’s important to think about other people. Every
child likes to have toys and to play. Watching
their faces break into smiles is very gratifying”.
Another employee who is very enthusiastic
about the campaign, Luã Victor Tavares, a
trainee from the company Invoicing Department
distributed presents to five children; “My family
have participated in these kinds of donation
campaigns for a long time and when I told them
about the company initiative, they all wanted to
join in. It’s a way of providing a happy Christmas
to a lot of people. I hope to be part of all the
company’s future campaigns”.Children having a good time with Santa Clause and their Christmas presents
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The distribution of toys and Christmas gifts was
organized at company installations located in São
Gonçalo and Duque de Caixias. In Magé, a Christmas
party was held at the Sacred Family Church.
Other parties were organized to distribute toys
to children from the J. E. P. Zandonaide Daycare
School, the Dom Orione Community Daycare
Center, Aunt Marcolina Daycare Center, Forming
Lives Municipal Daycare Center, the New Start
Institution, São Gabriel Daycare Center, Ana
Clara Community Daycare Center, Friends of
Gandhi Residents Association, Sacred Family
Church and the Children’s Pastoral Center.
Bringing families togetherIn São Gonçalo, the Christmas party was held
on December13th and brought together many
families from the city and from the neighboring
town of Itaborai. Games were organized as
well as theater presentations, art workshops,
drinks and snacks and finally, the arrival of
Santa Claus, much to the joy of the nearly 100
children present at the event.
Citizen Concessionaire The Consciência Ampla Citizenship project is part the of the Consciência Ampla social program platform focusing on social
inclusion initiatives. Through these and other projects and programs at the concessionaire important information and services
are offered to people living in socially vulnerable situations as indicated by local company collaborators or by church partners.
Each family is evaluated and selected to receive various social assistance benefits including, for example, the substitution of
an old or broken refrigerator or upgrading domestic electrical wiring to reduce risks of fire. Through the organization of
monthly workshops built around specific themes, program beneficiaries also receive orientation on how to improve rational
energy consumption practices. Program participants are also registered for receiving public health services and for issuance
of citizenship documents such as birth certificates, ID cards and workbooks. They are eligible to participate in programs such
as the Electric Energy Social Tariff Program offering energy users special deductions on their monthly energy bills.
Aladia explained, “Our efforts are centered on a citizenship inclusion concept which is the focus of monthly workshops
we organize to inform community members of their rights and obligations from an ethical point of view. We point
out the importance of controlling their budgets, especially energy costs and to contribute to the sustainability concept
by reducing stress on family expenses. All our actions are designed to increase self-esteem among these typically
underprivileged people. It’s a way of helping them to wake up to a new and better reality”.
Consciência Ampla Citizenship actions are organized in conjunction with the Secretary of Social Action and the Social
Assistance Reference Centers, part of the municipal governments in the Ampla concessionaire areas of influence.
For the last three years, housewife Andréia Baptisita,
a resident in the Apollo III neighborhood, in Itaborai,
has participated in the Christmas Citizen program.
Mother of two young boys, Afonso (6) and Nathan
(7), she told us that they wait the whole year for the
presents they get at Christmas time. She declared,
“For me, it’s a great privilege being invited to the
event. It makes me so happy to see my children
with their new toys. It’s a dream come true”. A
resident from São Gonçalo, a housewife, Claudia
da Silva from the Jardim Catarina neighborhood
also participated in the event as well as the Ampla
Development program. She said, “After being part
of the program my live improved significantly. I
started looking at the future with different eyes.
Ampla is a family that embraced me”. Her three
children are also benefited by the Ampla projects:
Priscilla (22), Douglas (11) and Vitória Letícia, 10
years old. The two youngest children were each
given brand-new Christmas action dolls.
Aladia declared, “The joy we see on the faces
of the children is the biggest reward for our
efforts. The work demands a lot of dedication
by everyone on the team but the smiles we get
gives us the strength to continue every year”.
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Traveling stage
capa
The young and enthusiastic voices in the
Mané Garrincha Choir presented many
traditional Christmas songs to the residents of
18 municipalities in the state of Rio de Janeiro.
For the second consecutive year the Consciência
Ampla program organized the Christmas Song
cultural project for the public promoting live
performances by the 14 members of the choir
under the direction of a maestro that circulated
in the state on a traveling–bus-stage especially
adapted to put on the performances. Ampla
marketing analyst, Patricia Gismonto explained,
“Ampla wants to transmit to adults and children
the magic of Christmas while promoting
citizenship values from a platform of social
and cultural integration actions. All the
performances are free and open to the
general public”. During the months
of December and November of
this last year, the custom-adapted
bus drove through the streets and
squares of many municipalities
in the state including: São João
da Barra, Campos, Carapebus,
Macaé, Santa Maria Madalena,
Cantagalo, Casimiro de Abreu,
Silva Jardim, Búzios, Teresópolis,
Cachoeiras de Macacu, Magé, Cabo
Frio, Paraty, Maricá, Itaboraí, São
Goncalo, Niteroi and Saracuna.
During the tour in Niteroi, the bus
stopped at Ampla Headquarters to
make a special performance for company
employees and their families. The children
were enchanted by the presentation and
were excited to finally meet Santa Claus
who traveled around the state with the choir
bringing joy to the communities they visited.
Bianca Silva Costa, an Ampla employee
working in São Gonçalo was not able to
participate in the party in her city but made a
point of bringing her two-year-old daughter
to the festivities held in Niteroi. She said,
“The event was fantastic. It brought many
families together. My daughter, even though
she’s very small, had a great time and just
loved the toy she was given at the event”.
More than 100 toys were distributed during
the party. Nilza Costa Barcellos works as a
General Services employee at the company
Legal Department; she brought her daughter
(Roberta) and Laura, her one-year-old
granddaughter. She explained, “I’ve worked
at the company for nine years and I simply
love the Christmas parties. We never had
Santa Claus parties when I was a child so I
really have a good time with my family”.
After the musical performance held at the
company head office, the special bus drove
through the streets of Niteroi and stopped
to perform in front of a shopping center
where hundreds of people stopped to listen
to the Choir. Teacher, Denise Souza was one
of the spectators. She commented, “I was out
doing my Christmas shopping when I heard
the music so I came over to see the show. It was
really exciting to see the young people singing
Christmas songs. The children stood by watching
and shouting when Santa Claus appeared. A
really great event put on by Ampla!”
Nilza Costa Barcellos, took her daughter Roberta and granddaughter Laura to see the show
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In the MediaThe Ampla Christmas Song
project was commented in more
than 20 media articles including
newspapers, TV and digital
sources throughout November
and December of this last year.
On Christmas Eve, the Choir
put on a performance in Rio de
Janeiro’s picture postcard Lagoa
district that was shown live b y
the RJ TV news show. The Búzios
performance became a top story
in the Globo Network affiliate
TV channel; TV Serra e Mar.
Many other regional newspapers
praised the Choir’s performances
including: O São Gonçalo Extra,
O Dia, O Diário da Costa de Sol,
Folha dos Lagos and the Tribune.
Various news media websites, not
to be outdone by other media
sources, also featured the Choir,
sites including: the Teresópolis
Jornal Online, O São Gonçalo
Online, JB Online, Macaé Cultura,
Cantagalo Municipal website, the
Carapebus Municipal website,
SJB Online and the Folha da
Manhã Online, all important
news media sources in Rio de
Janeiro and Brazil.
Social inclusion through musicThe Mané Garrincha Choir includes 45 public school children enrolled in a school with the
same name located in Mágé. (“Garrincha” was a world-famous Brazilian soccer star who
dazzled the sports world with his brilliant, crooked legs). The musical project started 17
years ago under the organization of maestro Marcio Bonfim (see photo on right), who has
transformed the lives of many young people through music. He teaches 12 to 22 year old
students play instruments such as the violin and the classical guitar. He also gives classes
on vocal techniques, music theory, body percussion and even tap dancing.
He stated, ”I work as knowledge and culture multiplier and my hope is that the kids do the
same thing, passing on what they learned to others. The partnership with Ampla started
some four years ago; it has motivated me to keep moving forward. The students themselves
comment that I’m helping turn stones into diamonds but for me what is more important
is that they are growing, developing and helping their families. The rewards have been
fantastic. Proof of our program’s success can be demonstrated by the fact we have been
invited to participate in the opening ceremonies of the 2014 World Cup games”.
The musical Christmas menu organized by the Choir includes such traditional favorites
as Jingle Bells, Silent Night and the Bells of Bethlehem. With help from Ampla, musical
instruments were purchased to complete the Choir’s talents. The group also puts on
shows at other special event and program sponsored by Ampla.
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Culture and innovation within reachEverything that’s good can even be better. Ampla
understands this concept and has developed
a new program called Amplitude. The project
consists in providing free access to culture,
technology and innovation. The event is held in
a partnership with State Secretary of Culture of
Rio de Janeiro and receives tax incentives thanks
to the Law of Cultural Incentives (ICMS-RJ).
Diving into the digital universeAmpla Marketing area analyst and project
coordinator, Patricia Gismonti, explained to
our reporters. “We first idealized the Amplitude
program as another way of bringing us closer
to our clients. We want them to incorporate
our brand into their daily lives in a positive
way. We hope to do this by offering them
special programs full of interesting cultural
and technological attractions.”
She added that the program was expanded
in its last edition.”Up to 2000, the event
was restricted to our internal publics
and students. It was always held in the
Ampla building however in 2011 we
invited other companies to present
what was new in terms of universal
digital innovations - this was the first
time we took the event outside Ampla
installations. The last Amplitude edition
was held in October, from the 25th to
the 29th, of 2011. It was organized on
the Fluminense Federal University Gragoatá
Campus, in Niteroi. The fair was set up in a
huge tent on the university’s football field for
the general public to check out the multiple
interactive activities, lectures, workshops,
music shows, films and digital inventions
that were on display. One of the attractions
The public was able to check out multiple interactive activities
in focus
that captured the attention of many visitors
was the Mobile Art Workshop organized by
Giuliano Chiaradia, director and author from
the Globo Network. During the course he
taught participants about the art of recording
videos on movable electronic equipment such
as telephones, iPods and smart phones.
Another superstar at the event was the Real
Break, a kind of puzzle that captured images
in movement and transported visitors inside
the experience through a touch screen table.
Participants had the experience of digital
interactivity through a series of iPads that were
placed in front of them so they could navigate
through an intelligent house conceived in
3D, full of important tips on rational energy
consumption. The lectures covered topics
on public lighting systems, rational energy
use, intelligent cities and the advances and
challenges of the telecommunications industry.
Music lovers were given a fantastic surprise: the
Transformasons Show, organized by the XPLAU
group; a mixture of electronic and classical music
performances. For lovers of the seventh art, the
audience could watch a debate on technological
innovations. The protagonists in the debate
panel included cineaste Nevile D’Almeida and
the famous director Fernão Ciampa under
the mediation of journalist, Rodrigo Fonseca.
Visitors were also able to watch 20 short films
that were part of a creative animation project
called Baixada Animation. The results of the
Amplitude Micro-Short Films Contest were
also announced. The winning video, entitled
– Rational Consumption – You Direct this Movie,
was produced by Ana Luisa Carvalho; she
received a new iPad as first prize winner.
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Ampla participated in the VII Ciertec Seminar
– New Practices and Technologies for a
Sustainable Energy Sector, held in the south
of Brazil, in Porto Alegre, from November 21st
through to the 23rd. This edition focused on
promoting responsible business practices and
advanced technology and energy efficiency
themes. The seminar promoted by Bracier
(Cier Brazilian Committee) is one of the most
important events of its kind in all Latin America
and brought together representatives from
private and public companies and institutions
who participated actively in courses, debates,
lectures and exhibitions.
Gislene Rodrigues, responsible for the Ampla
Social Project area presented a lecture entitled
“Efficient Energy Management - public policies
designed to promote energy efficiency:
reflections on energy efficiency programs
for social and environmental sustainability
in Brazil”. Throughout her presentation, she
talked about social actions integrated with
energy loss combat techniques adopted
by the company. She also talked about the
creation of the Consciência Ampla Program
and the many awards that the company has
received over the years.
Gislene said, “Our participation in the Cier-
Bracier was very important as this is one
of the most prestigious events of its kind.
Our experience proves that it’s possible to
build, in connection with other companies
in the sector, a modern electric industry
based on the sustainability philosophy when
embraced by companies and society to
make important gains for the country. She
pointed out that this was the first time that
Ampla social projects were incorporated into
the topics at the event.
Ampla’s Gislene Rodrigues giving a lecture at the
VII Ciertec Edition
Consciência Ampla, a Ciertec Highlight
Bracier president director, Sergio Souza Dias,
affirmed that the debates presented served as
a base for developing new projects by energy
companies, generating more benefits and
improving the quality of sectorial products and
services. During the seminar, smart grids were
also discussed; intelligent networks containing
large-scale automation systems designed to
perfect energy consumption meter monitoring
as one of the improvements to be incorporated
in the electric system in Brazil.
Another event held in 2011 in which Ampla
participated was the Quality Management and
Social – Environmental Responsibility Seminar.
The two-day event was held in November (9th
-10th) at AES Eletropaulo and was organized
by Abradee (Brazilian Association of Electric
Energy Distributors). Ampla, a highlight
in the Ethos Questionnaire,
presented lectures on
waste management
models and the
C o n s c i ê n c i a
Ampla social
programs.
special report
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The most important resources at any company are people, in other
words, collaborators, employees and contracted personnel.
The more these people are prepared, the better the
results of the company will be. But, like anything else,
an efficient management system is essential. In
1998, 26 key electric energy organizations created
an entity called the Coge Foundation (Business
Management Committee Foundation) for the
purpose of promoting and improving business
management procedures and at the same
time, create added value by building a modern
technical and organizational culture.
Eduardo de Souza Pereira, Director Superintendent
of the Coge Foundation stated, “We understand the
important role that the Brazilian energy sector plays in
the country and it is our responsibility to disseminate our
experience and knowledge. We regularly organize research
surveys and training programs and provide consulting services
and assistance. We promote special courses and seminars.
We also develop projects for the continuous improvement of
our methods and procedures because what we need to do is
organize electric sector companies in a more efficient manner”.
Eduardo mentioned a successful example of the actions taken by
the Foundation by pointing to the expressive number of member
companies and associations. Over the last 13 years, Coge grew
from 26 associates to 67 private and public organizations that
are collectively responsible for more than 90% of electric energy
production, transmission and distribution in Brazil.
The director superintendent also highlighted the work done to
disseminate good business practices. He said, “We created the Coge
Foundation Award which is given to companies for creating the
best projects and most successful business practices in the country.
Over the last 11 editions, we brought together some 500 projects
and initiatives that clearly demonstrate how the Brazilian electric
sector has made important contributions
to the social development of the
country. This patrimony is
certainly a reason for
pride and satisfaction
for everyone in
the industry. The
Foundation not only wishes to recognize the enormous efforts
made by our professionals; we also want society to appreciate the
initiatives we’ve made to improve the energy area in the country”
A success story at Endesa BrasilMr. Pereira went on to speak about a project created by
Endesa entitled “Knowing how to live – a Management
model”, which won first prize last year for its “Work Safety and
Health Management Model. The program was the result of a
reformulation among the companies in the Endesa holding group
targeting zero accidents on the job and expanding awareness
among its employees about the importance of adopting accident
prevention attitudes and actions. Eduardo explained, “The focus
of the program was to change people’s attitudes toward job
safety and set guidelines to teach people how to improve the
everyday things we do related to health, job safety and quality of
life. The Respect for Life concept was incorporated into Endesa
Values and as a result, the organization has attained significant
reductions in the frequency and severity of work accidents. This
kind of information must be made available to society as it serves
for a working model for every other company in Brazil”.
Eduardo said that the Coge Foundation perspectives for 2012 are
the best possible and include continuity of the relevant work done
for the sector and Brazil over the last year. Some of the priorities
in 2012 include the expansion of training programs organized in
partnership with various technical entities in the electric energy
sector as well as the continuous development of consulting
services projects to respond to specific needs in the industry.
Another target is the organization of an Accident Statistical Report
for the Brazilian Electric Sector and will include action proposals to
improve employee job safety as well as the safety of contracted
personnel and the population in general. In 2012 attention
given to energy efficiency will be intensified and of course, the
organization of the 12th edition of the Coge Foundation Awards.
He concluded by saying, “We are sure this will be a very
productive year in which Brazilian Electric Sector companies
and organizations will implant and expand best management
practices so that the services they all provide to Brazil will be
safer and more efficient. For us at the Coge Foundation, we
will continue with our mission of encouraging the creation
and dissemination of business practices to encourage
sustainable growth in Brazil”.
learning network
Efficient management in theory and practice
Eduardo de Souza
Pereira
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digital awareness
Ampla virtual channels reach more than 4 million people
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313.352
Canal Futura e Ampla apresentam a série “Barrinhas”
O Futura traz uma novidade durante os intervalos da programação, a série “Barrinhas”. Produzida pela Giroscópio Filmes, a animação com massa de modelar dá dicas sobre consumo
consciente de energia, segurança e responsabilidade socioambiental.
Assista “Barrinhas” durante os intervalos da programação do Futura e nas lojas da Ampla
Futura Channel and Ampla present an animated series – Barrinhas
TUNE THE
channel
FUTURA
The Futura TV channel is bringing viewers something new and different during program intervals, a short, animated series called Barrinhas. Produced by
Giroscopio Filmes, the personalities are made of colorful modeling clay sticks and give consumers
tips about rational energy use, electric safety at home and the importance of social and environmental responsibility actions.
Be sure to watch Barrinhas whenever you can during the intervals of Futura TV channel programming also available at Ampla stores.
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Vacations with lots of No-risk Fun
tips
•Do not fly kites near overhead energy lines. Contact with an energized cable can cause electric shock and burns as well as short-circuits in household wiring and appliances;
•Never use wax and ground glass on kite lines - they can cut electrical overhead lines and cause shocks and burns;
• If a kite gets tangled up with overhead electrical cables – do not try to release it;
•Do not fly kites or play ball close to roads and highways. Avoid becoming a traffic accident victim;
•Stay clear of high places like roof-tops – falling from a high place can result in serious injuries;
•Never fly kites or play ball close to electric substations. Never go into a sub-station area to retrieve a ball or a kite.
School vacation time for children is a time
for fun and games – safe, responsible fun
and games, especially when playing around
electric energy installations. According to
statistics collected by the Brazilian Association
of Electric Energy Distributors, contact with
electric lines and installations caused 304
deaths in 2010. To combat reoccurrences
of these accidents, Ampla has created the
Vacations with
No-risk Fun
C a m p a i g n
thing of a series of
lectures given by company
employees in state and public
schools. The objective is to
warn children and young
people about the risks of flying
kites or participating in other
playtime activities at locations near
electrical system installations and
substations. Pamphlets are distributed at
the lectures to reinforce the message. The
Share these tips with your family:
company professionals who organized
the events also talk to the children giving
them important information about how to
avoid accidents.
The project includes a well-planned
awareness campaign for the population
living in energy distribution areas for which
the company is responsible. Monthly electric
energy bills also carry messages for parents
about how to protect their children during
vacation periods. The municipalities where
the campaign is implanted are normally those
with high accident rates and include São
Gonçalo, Niteroi, Petropolis, and Teresópolis,
Angra dos Reis, Campos, Macaé, Maricá,
Cabo Frio, Búzios and Saquarema.
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