Beyond The Town: proceeds from Heineken 0.0 are invested in training young people from the favela

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HEINEKEN Institute joins forces with Central Única das Favelas (CUFA) to offer audiovisual courses to young people from the outskirts of São Paulo One of the Heineken spaces in The Town: sales of Heineken 0.0 were converted into investment for training young people in the outskirts of São Paulo . Lincon Zarbietti Those who consumed Heineken 0.0 at The Town did more than opt for the brand’s zero-alcohol beer, the festival’s master sponsor. The choice also meant participating in an action that will transform the lives of young favela residents in São Paulo (SP), such as Larissa Dandara, 25, social activist and founder of the Quilombos Urbanos collective. She is among the participants in the audiovisual training course that will be made possible with the amount raised from the sale of Heineken 0.0 at the event – ​​60 young people were pre-selected in the first class. For the initiative, the Heineken Institute joined forces with Central Única das Favelas (CUFA) and called Favela Filmes to organize the training. “We hope to further awaken the enormous potential that exists among young people living in São Paulo’s favelas. We know that many of the students are already in contact with photography, arts and audiovisual and this course provides an even greater specialization”, explains the executive manager of the HEINEKEN Institute, Vania Guil. Young Larissa is an example. Passionate about audiovisual, she has worked as a model, producer, camera assistant, director and screenwriter, which motivated her to seek a place on the course. With the opportunity, she hopes not only to acquire more knowledge in the area, but to expand her network of contacts and multiply the impact of the action. “This initiative is significant because the knowledge acquired from it can change thousands of lives, not only ours (of those selected), but those of the people around us. Transformation is the word that defines it,” she says. Larissa says that she decided to create Quilombos Urbanos, an audiovisual and sociocultural collective, when she realized that she and other peripheral young people needed to express themselves. The Zaki Narchi community, in Carandiru, North Zone of São Paulo, was the starting point. In addition to bringing social reflections into communities and occupations, the Collective uses social networks as a channel to give voice to those, like her, who lived or live in vulnerable situations. Audiovisual and Artificial Intelligence training Heineken Group plans more actions that promote inclusion at festivals. Lincon Zarbietti The course, lasting three months, will have four classes and opens with introductory modules to artificial intelligence (AI), covering basic concepts and uses in everyday life. Once this is done, it evolves into the use of AI in audiovisual, moving on to facial recognition and the technical component of capturing, editing, cutting and other attributes of the footage. Kalyne Lima, president of CUFA, highlights the power of the action and also highlights its multiplier capacity, impacting not only those selected for classes. “This is a very innovative project, it provides training with cutting-edge technology, which is difficult to access for young people from favelas. It directly impacts not only the lives of these kids, but also reflects and has repercussions on their family, friends and neighbors”, she assesses. By investing in education and enabling the professionalization of young people from the periphery, transforming them into qualified and competitive professionals, the action sets an example of what can happen when brands connect with social responsibility. “For us, it is a great opportunity, mainly because we understand that it is a step we are taking on a long road ahead. These are two powerful brands, which together and committed, can generate incredible results for Brazilian favelas”, highlights Kalyne. According to Vania Guil, the ESG agenda is at the center of the HEINEKEN Group’s business strategy and present in all stages of decision-making. The HEINEKEN Institute, for example, was launched last year with the aim of expanding care for other actors involved in the value chain beyond an environmental perspective. The HEINEKEN Institute aims to develop the socio-emotional and entrepreneurial skills of street vendors, recyclable material collectors and young people in vulnerable situations. The action at The Town was a great first partnership between the brand’s efforts and the environmental agenda and made it possible to expand the brand’s impact in a mega event in addition to the environmental impact – already very present in previous actions and events, with the Green Your City platform. “Last year, we worked with Rock in Rio on the circularity of the cups used during the festival, we supplied the event with solar energy plates that were donated to the Olympic Park after the event and we implemented a microforest on site as a legacy of our work. Start A partnership with The Town expanding this care also for the social development and productive inclusion of young people in vulnerable situations is essential to ensure that we are always evolving and working towards our objective of contributing to the transformation of society through balance” , declares the vice-president of Sustainability & Corporate Affairs of the HEINEKEN Group, Mauro Homem. Just like Kalyne, Vania and Mauro look at the action with the certainty that much is to come from these movements. “In a medium-long term vision, we want to attract these people to work on major events supported by our brands such as The Town, Rock in Rio and in productions with the Heineken Group”, he anticipates.

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