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MINISTRY OF TOURISM OF BRAZIL
Berlin, 2006
UNITED AGAINST SEXUAL EXPLOITATION
OF CHILDREN – JOIN US!
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OVERVIEW:
2004-2005 Campaign: Brazil. Love and Protect it!
Multisectorial Alliance build inside the National
Council of Tourism.
Positive approach: Sustainable Development,
Children’s Rights and Corporative Social
Responsability.
Recognition of best practices examples of the sector.
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Objectives:
To raise awareness about SEC on Carnival
To promote the Hot Line 0800 99 0500
To market Children’s Rights Protection into Tourism
To generate alliance between Governments, NGOs and Private Sector
To put the SEC on the agenda of the most popular Carnival destinations: São Paulo, Rio de Janeiro, Salvador, Recife and Olinda.
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Challenges:
Time
(working under a regular schedule would be impossible!)
Budget
(none of the partners involved had the budget to put all the actions in motion!)
Available people to work on the campaign.
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Mission:
To constantly remind the Tourist/Traveller to protect children from sexual exploitation during carnival, using a positive approach.
Airports/Airplanes/Airports/Streetads/Hotels/ Streetads/ flyers/leques/stickers
To promote social accountability among the population.
Focus on Tourism equipments and Carnival places.
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Getting things done! Coordination both by Tourism and Human Rights
Networking for Partners
Tourism – National Council of Tourism, Private Sector and Local Tourism Authorities
Human Rights – Federal Goverments, NGs, international organizations and Human Rights Local Authorities
Sharing Costs
Tourism – concept, shirts, leques, press releases
Human Rights – stickers, logistics
Education – banners
Health, WCF/Brazil – flyers
USAID/PARTNERS – shirts
Transportation – banners
World Vision – Street ads
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PARTNERS
1) Human Rights Special Secretary
2) Ministry of Tourism
3) Ministry of Social Development and Combat to Hunger
4) National Council of Children’s Protection
5) Ministry of Education
6) Ministry of Health
7) Municipality of Recife
8) Municipality of Olinda
9) Municipality of Salvador
10) Municipality of Fortaleza
11) Municipality of Rio de Janeiro/Riotur
12) Municipality of São Paulo/ Anhembi
13) Ministry of Transportation/DNIT
14) Ministry of Justice/DPRF
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Partners
15) UNFPA
16) USAID
17) Partners of the Americas
18) World Vision
19) ABIH – Brazillian Association of the Industry of Hotels
20) FNHRBS – National Federation of Hotels, Restaurants, Bars and Similars
21) FOHB – Brazillian Forum of Hotel Operators
22) TAM
23) Varig
24) GOL
25) Ocean Air
26) World Childhood Foundation– Brasil
27) Galo da Madrugada e parceiros
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Recommendations:
Pre testing of the materials
Building a sense of commitment
Strategical utilization of capacities
Distribution through networks
Local authorities
Converting Midia in ally
Clear idea on how to assess IMPACT
Support from the Industry leaders.
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RESULTS:
Extensive media coverage
Creation of free media opportunities
Massive number of calls from the cities of the campaing to the Hot Line
Openess without precedence to work with the Tourism Sector
Sustainable Tourism & Childhood has an excellent
recall on the evaluation of the Ministry’s of Tourism actions!
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Banners
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Sticker
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Leque
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Streets Ads
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Flyers
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Banners
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T-Shirts