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Brazil
April 14-18, 2008
Patricia Carvalho (Coordinator of Brahma Kumaris Centre in Belo
Horizonte), Judy Rodgers, Nadia Reboucas (Public Relations Executive)
Belo Horizonte
Communications students at two universities held Images and Voices of
Hope dialogues on Wednesday April 16 in Belo Horizonte, Brazil. At Newton
Paiva, a private university, 180 students in integrated media spilled out of
the packed classroom. The conversations became animated as students talked
about their strong desire to contribute to Brazilian society through their
work. About 130 media students at PUC, the Catholic university participated
in a session later that day.
In each 90 minute session, students engaged in dialogues about high
points in their own lives, stories in media that moved them, and about their
hopes for working in the field. They talked about what it means to have a
vocation or calling in media and the ways that media professionals
contribute to society.
At Newton Paiva two professors expressed an interest in becoming engaged
in Images and Voices of Hope. At both schools dozens of students came up
after the session to talk about how meaningful it was to them to be in this
conversation and to ask if there was a way to stay involved. Cecelia (last
name) has offered to be a point of contact for future meetings.
Sao Paulo
1000 advertising professionals and students gathered in two sessions at
the Teatro Real in Sao Paulo in honor of the 22nd annual
International Week of Ad Creation. Christina Carvalho Pinto, highly awarded
ad creative and president of Full Jazz communications, had been selected as
the keynote speaker for both events. She chose to feature Images and Voices
of Hope.
At each session a panel consisting of Christina, radio personality Mona
Dorf, TV Globonews anchor, Monica Waldvogel, ad professional and president
of Giacometti Agency Hiran Castello Branco, administrator and president of
FIEP (Federation of Industries of the State of Parana) Rodrigo Rocha Loures,
made up a panel of media commentators. IV of Hope director Judy Rodgers
spoke about the impact of media and engaged with panel members key themes in
media. She spoke about the leadership role Brazilian business is taking
through Instituto Ethos, the UN Global Compact and the social fund of
Bovespa. She also spoke of the talented advertising community in Brazil and
the opportunity they have to be a constructive influence in Brazil.
Armando Ferrentini, president of Editora Referencia, said following the
event, that Rodgers had helped the Brazilian ad community to see themselves.
Sao Paulo
Eduardo Barcellos launched an on-line image bank, Images of Peace,
(sponsored by Nutrimental) with 300 images at a special ceremony in SESC
Paulista Avenue on Friday, April 18th in Sao Paulo. Six years in
the making, this image bank proposes to house a growing archive of images of
peace to be made available at no charge to NGO's working for social good and
for a fee to others.
Barcellos was originally inspired by the international media dialogue
initiative, Images and Voices of Hope, and spent six years working with
lawyers on rights issues and web designers on the technology to support the
image bank.
Christina Carvalho Pinto of IVE (www.ive.org.br),
the Brazilian branch of Images and Voices of Hope, and Judy Rodgers,
founding director of Images and Voices of Hope (www.ivofhope.org),
attended the launch in Sao Paulo. Images and Voices of Hope will sponsor an
ongoing global search for images to expand the Image Bank.
Rio
Nadia Reboucas (president of Reboucas & Associados), leading
Brazilian public relations professional, invited 150 corporate
communications professionals to a lunch and dialogue in downtown Rio on
Tuesday April 15th. This meeting of the Brazilian Association of
Corporate Communicators was offered in conjunction with the international
dialogue initiative Images and Voices of Hope, based in New York, and its
affiliate IVE, based in Sao Paulo. Images and Voices of Hope director, Judy
Rodgers spoke to the group about the role of business in society and the
potential impact of corporate communicators in business.
During the 90 minute dialogue the group discussed the role of Brazilian
business in shaping Brazilian society and their own commitments to the
field. Reboucas had invited a number of students in the field to attend,
giving them an opportunity to talk about their careers with those who hold
key positions. Nadia Reboucas's own commitment to expanding the
role of corporate communication to embrace social responsibility was a
driving force behind this event and is a central theme to the ongoing work
of IVE in Brazil. For more see
www.ive.org.br .
"Brazilian Association of Corporate Communications".
Rio
de Janeiro. April 15, 2008
Media Reports following IVE programs
RETS - Third Sector
Magazine
www.rets.org.br
Tuesday, April
22, 2008 20:22 pm
Interview
Images and
Voices of Hope
The North American Judy Rodgers is founder and first director of global
project Images and Voices of Hope (IVOH), an international initiative for
dialogue with the media with the objective of strengthening the media as an
agent of benefit to society. Judy is specialist in media and strategist
consultant in communication for 20 years - was executive vice president of
the New World Knowledge, a division of New World Entertainment and director
of programming for CBS / Fox Video and the department of sports programmes
of Twentieth Century Fox Video. The emphasis in its work is the power of
dialogue in the strengthening of individuals, communities or systems
designed to change.
In the IVOH, Judy has promoted more than 50 meetings of dialogues in
different countries, aiming to stimulate communicators, journalists, artists
and professionals who work in some way in the media, to generate ideas and
attitudes to help build a better world and fairer. In April 2008, Judy was
once again brought to Brazil by the Brahma Kumaris organization, when
participated in meetings and dialogues promoted in Rio de Janeiro, Sao
Paulo, Belo Horizonte and participated in the launch of the project Images
of Peace In conversation with Graciela Selaimen, editor of the RETS, Judy
spoke about the necessary changes in individual consciences for building
societies more peaceful, healthy and fair and shared their belief in the
power of narrative to generate the changes we want.
RETS - What is the project Images and Voices of hope? What are the main
goals of this initiative?
Judy Rodgers - The EVI is an initiative to establish a global dialogue with
the media. It began in 1999 in New York, with the goal of involving
professionals in media in a process of reflection to consider the social
impact of their work. Thus, as will become more and more aware of the social
impact of their work, these professionals may change its focus and its way
of doing things, so the way how they impact the company could be more and
more beneficial.
RETS - This is not your first visit to Brazil - we know already that you
facilitated more than 50 meetings for dialogue around the world, and some of
these experiences have been here. Do you see some changes in mind, the
consciousness of media professionals, and vehicles that need to address
social issues as challenging in our country, dealing with difficult issues
in their day to day ... you see a change in progress, showing the commitment
of the media with a more peaceful and just society?
Judy Rodgers - Due to the fact that I did not read in Portuguese, it is
difficult to assess the approach of the media when he came here. But I am
aware of many individual stories, I know that in Sao Paulo are launching a
bank of images specifically designed to receive and share images non-violent
and I know that some people, like my friend Cristina Carvalho Pinto
completely changed the direction of business ventures in media and their
work since they got in touch with the work of IVOH.
I mean I know the importance of the role of Brazil in today's world. Besides
being an important economy in the world, Brazil also has a media - and a
community of professionals in media - that impacts the rest of the world.
The actions that arise in new initiatives such as this - for example,
activities on the website of Images and Voices of Hope in Brazil, organized
by Rosa Alegria - are moving our perception of reality in a certain
direction. So, although I can not answer it on the whole, on an
institutional and structural change of the media, but I can talk about the
brave people who have the imagination and have the energy to live and
implement these changes, and I am sure that these people will touch other
people, who will feel inspired, encouraged and will want to be part of a
movement for change to a media more focused on peace and human values.
RETS - When you talk about these individual changes, we know that we need
much courage it is necessary to change direction, change our minds and
behaviour because it seems sometimes that we are swimming against the
current. The personnel change, individually, directly impacts our work and
the expression of each one in the world. How do you see the importance of
self-awareness and sense of purpose and meaning in the work of each
professional?
Judy Rodgers - See, in the end, the key point for collective change and
transformation of societies is the self-perception, self-discovery, because
what we see in our minds affects the world we see around us. We cannot see a
world from a perspective different from that carry in our minds, the
possibility of change begins with our internal attitude. After turning this
attitude can we see the world in a different way. And once we see the world
a new way and realize the different possibilities, then we can act and
support those around us. Part of the problem we have in this work of IVOH is
to explain to our colleagues that if they are, say, "dormant" if they are
focused only on immediate profits and earnings, they will never understand
this broader proposal, longer-term, which we are speaking. This affects
everything - affects companies and trademarks, affects the social impact of
the institutions, all the positive transformation we want for the world
depends on a point of view, a different level.
RETS - Much of the work done in these meetings to promote dialogues that the
EVI are based on a methodology called "Appreciative Investigation - AI". How
this methodology works, which principles is based on?
Judy Rodgers - The Appreciative Investigations are based on three
principles. One is the need to involve the whole system. " Then, even when
applied in large groups or companies, the process of AI must involve people
from all sections and sectors that are part of the group. The second
principle is based on strengths and capabilities. Thus, we do not promote
dialogues to find out why things are bad, what are the problems, but we
dialogue on what gives life to the system, the group, to society. In third
place comes the principle of being a work based on stories. So do not ask
people to theorize, but to remember are moments in their lives where things
were right and brought achievement, and from there design a future possible.
Therefore, it is a work based on narratives.
Usually this is a method used in private sector companies, and strategies
for management changes. In IVOH we adapt this methodology to our dialogues.
RETS - What message would you leave or suggestion for us - not just the
professional media, but Brazilian citizens, especially here in Rio, where we
live now is no time feeling the constant fear of violence, and now go
through another moment of crisis with the outbreak of dengue ... what would
you say to a society that needs inspiration and hope, perhaps more than
ever?
Judy Rodgers - I would say that the solutions are never "out there". This is
a mistake we do often, to run here and there looking for someone or
something to solve our problems, which will save us. There is an old poem,
from the North American Indians, who speaks of difficult times, times of
fear - and the text ends with the following verse: "We are those who we were
waiting for." The idea here is that we have the necessary resources within
us, but we have become societies where there is no place for reflection, we
have become societies of people we do not know the inside, societies of
people so focused on external world, and so absorbed by it, that we lose the
ability to build our internal images, nourish our "imagination of values," I
would say. So what I would say is that each person seeks to find time to
know themselves, to reflect and meditate ... there, we will understand that
we are those who we were waiting for, we are the benefactors, we can
transform any reality.
By
Graciela Selaimen
====================================================================================
Ethical
Market
www.mercadoetico.com.br
Posted on 18th
April 2008
Images of Peace:
the choice by the other side of the scene
The photographer Eduardo Barcellos thinks in the world he wants to expose to
their children. And in the conflict of choices that career ultimately come
to reveal, focusing on the corporate market.
"What took me to be a photographer is the joy to walk around the world,
choose a fragment of reality and show to the people. Of course, you elect to
shoot things that do good, that you feel a positive energy "- he says.
However, he realized that the photos that he most like are not chosen by his
clients. Photos were lost in the bottom of the drawer. Gradually, it was
changing the way of shooting, adapting to the market.
Eduardo said that, one day, while seeing a video produced by the project
Images and Voices of Hope, created by Judy Rogers, a specialist in the U.S.
media strategist and consultant in communication, he had an AHA moment: the
market reduces the world to business opportunities. Like this the market
"edit" the world. It is just what it sees, it is only what it shows.
It is the same principle, in his view, which leads newspapers to increase
sales, to give preference to images of impact, almost always of too much
violence. He gives the example of the coverage of an earthquake: the choices
wacht on the scenes of devastation and suffering. In such places, recalls
the photographer, there is also people solidarity, mobilized to comfort
those who suffer, to reduce damage, to mitigate the pain. The images that
offer are usually like that.
In 2002, Eduardo felt that it was time to re-look at the other side of the
scene that usually are displayed to us. It brought together colleagues,
mobilized support. From his choice, results the site Images of Peace,
launched this Friday (18/04/08) in Sao Paulo, in the auditorium of the SESC
Avenida Paulista.
The site brings together a collection of photographs that express attitudes
and feelings of love, cooperation, happiness, honesty, humility, freedom,
peace, respect, responsibility, simplicity, tolerance and unity. Given by
several Brazilian photographers, the images are available free to use in
campaigns and actions promoted by NGOs and non-profit institutions.
The event had the participation of Judy Rogers who facilitated a group
dynamic based in the appreciative inquiry method.
At the opening, Christina Carvalho Pinto, director of the Ethical Market,
supporter of the project Images and Voices of Hope, launched some questions
that disquieted the professionals of communication: "What we are expressing?
What aspects of the human beings are we talking about? What aspects of the
human beings are we thrilling today? "
Eduardo Barcellos knows the preponderant answers in the market. Images of
Peace is the replica he built with his colleagues.
(Ethical Market)
====================================================================================
Advertising and
Marketing Magazine Website
www.propmark.com.br
Posted 17.04.2008 | 17:56
Media
can work for the benefit of society
Judy Rodgers
believes that companies must involve the business activities that bring good
results for the world
The first lecture of the fourth day of 22th International Week of
Advertising Creation received the journalist, founder and director of Images
and Voices of Hope (IVE), Judy Rodgers. The new yorker spoke on "The
advertising and the creation of a new reality." The table of discussion for
this speech had the presence of journalist Mona Dorf, Rodrigo Rocha Loures
(founder and president of Nutrimental), Cristina Carvalho Pinto (Chairman of
Full Jazz, godmother agency of the speaker) and Hiran Castello Branco
(partner of Giacometti Advertising).
According to Judy, companies increasingly need to involve your business
activities that bring good results for society and the environment.
According to the American journalist, the market has to understand that
there is a new universe to be explored and that one of the biggest problems
is that people have always been used to pay attention only in the forms. "Do
we want to see this new world, where the forms are not only important but
also the content. Or is that a good content never mind? We are prepared for
this new world or follow the old book?", said Judy.
In the media universe, according to the journalist, we must be vigilant in
three types of impacts: the impact of companies in the world, the impact of
people in companies and the impact of people in people.
Under professional terms, companies need to undertake a more firm way with
the future of the world and realize that all challenges are, actually, great
job opportunities. "I am not here talking about philanthropy, but I would
rather suggest for companies is good for them to go further in their
thoughts. Peter Drucker (Austrian philosopher and writer) said that global
warming was good for the companies to show that they can think besides, that
they can take advantage of a bad situation to create good media, with good
content and still be useful for the planet. The Toyota used what we call
'advantage of the pioneering' and started with that race by improving the
environment. "
The impact of people on business can be summarized in one word: innovation.
According to Judy, people cannot just follow the flow, build their careers
without questioning, without saying what they really think. "It is important
that all are brave, they have the courage to present something new and
show."
In the aspect of the impact of people on people, the speaker stressed the
importance of each people develop their talents, their strengths and thus
develop their careers. "The Images and Voices of Hope" arose precisely the
impact that media caused in people. This is ten years. When we use our
abilities and talents, we feel happy. When we face very difficult challenges
and overcome, we enter in what we call the state of fluctuation. When we use
our abilities and talents and dedicate ourselves to a greater cause, you've
reached your goal of life. This can be applied in any situation:
individually, collectively and inclusive by companies."
As director and founder of Images and Voices of Hope (www.ivofhope.org), the
journalist, consultant and strategist of communication aims to strengthen
media as an agent of benefit to society.
By Claudia
Pereira
Belo Horizonte:
belo.horizonte@br.bkwsu.org
Rio de Janeiro: Ana Lucia Oliveira de Castro
laranjeiras@br.bkwsu.org
Sao Paolo: Brigida Fries
assessoria@bkumaris.org.br
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