Ambev boosts black culture for creative economy projects

Market

Held for the first time, the Fund will allocate 7 million reais to support the work of cultural entrepreneurs across the country

Ambev has opened enrollment for the Fundo Bora Cultura Preta, which will support entertainment and cultural projects and generate more opportunities for black producers, artists and entrepreneurs. The initiative, in partnership with PretaHub, an accelerator of black entrepreneurship in Brazil, it is part of the company’s productive inclusion program that seeks to generate opportunities for training, employment and income.

Held for the first time, the Fund will allocate 7 million reais to support the work of cultural entrepreneurs across the country, the result of a combination of its own resources and investments via incentive laws. The objective is to contemplate projects from different sectors of the creative economy that are led by black people, and to bring other companies to the agenda, showing that stimulating the production chain is also an opportunity for the area of ​​experience marketing and business.

“We recognize the participation of the entertainment market in the country’s economy and the consumption potential of the black population. As one of the sponsors of Brazilian culture, we want to continue to move the market and encourage initiatives that go beyond social impact with a racial focus, but that are focused on productive inclusion and bring experiences in which people become protagonists. By connecting this initiative to Bora, we will also facilitate access for hundreds of Brazilians and reaffirm that looking at plurality is indeed an opportunity to do business”,

says Felipe Bratfisch Santiago, Director of Sponsorship and Experience Marketing at Ambev.

Ambev’s ecosystem is diverse and, among partners and suppliers, for example, the company has a base of more than 800 self-declared black or brown professionals.

In 2022 alone, more than R$106 million were transacted in business generated with black entrepreneurs. In addition, the company recently launched BORA, a program with which it intends to impact the lives of five million people by 2030, generating opportunities for training, employment and income.

Fundo Bora Cultura Preta has the support of the company’s External Diversity Committee and Adriana Barbosa, founder of Feira Preta and creator of PretaHub.

“I am happy to have PretaHub as AMBEV’s partner in this launch, which is unprecedented in the country. The Black Culture Fund is not only about valuing the creative potential of the black population, it is also about recognizing intellectual and creative leadership. It is about enabling projects and actions, led by this group, and contributing to a more equitable distribution of income. With this initiative, I hope that the marketing departments of other companies will be inspired and invest financially in black proponents, not only for the social nature, but for understanding the consumption potential of more than half of the country’s population”,

highlighted Adriana.

Entries are now open and are still available until 5:59 pm on May 26, 2023. Interested parties can check out the complete notice and register their work exclusively on the Prosas website.

Arts, visual arts, gastronomy, production and dissemination of digital content, impact businesses in the creative industries, tourism, festivals, fashion and literature will be considered. The projects will be evaluated by a panel of external professionals and also by BOCK collaborators and representatives (Building Opportunities for Colleagues of all Kinds) – Ambev’s racial affinity group, made up of employees from all over Brazil.

In addition to financial support, Ambev also wants to encourage producers on a long-term journey. Therefore, those selected will participate in a PretaHub knowledge program, Afrolab, where they will have follow-up, support and training. In addition, they will have access to Ambev On’s knowledge trails – the company’s learning and development space, and training and connection actions for professionals in the area with BORA employers.

*With advisory information

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