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Genuine Social Responsibility - A Great Task |
Since 2003, we have promoted the Grande Prêmio da Paz Sergio Vieira de Mello (Grand Prize of Piece Sergio Vieira de Mello), along with ABP - Associação Brasileira de Propaganda (Brazilian Association of Advertising) with the support of Pathways to Peace (www.pathwaystopeace.org) and of We The Peoples (www.wethepeoples.org), the United Nation's initiative to promote peace. This prize is given every year to the best peace-related advertising creations entered in the Festival Internacional de Publicidade do Rio de Janeiro (International Advertising Festival of Rio de Janeiro).
We have also launched the book “O Capital Moral ou a Falta Dele” (The Moral Capital or Its Absence) published by Editora Qalitymark (www.qualitymark.com.br), which was promoted in speeches conducted in universities across Brazil.
Now we intend to start a new venture by uniting a group of national journalists to judge businesses from the point of view of social responsibility. The event will be called “Responsablilidade Social Genuína” (Genuine Social Responsibility), which will always consist of a prize and anti-theses. For each category, good and bad examples will be appointed.
Details:
The event will happen every year on December 10,the anniversary of the United Nations' Universal Declaration of Human Rights. We will be judging the action of businesses in regard to human rights, a departure from how businesses market and promote their social doings. Furthermore, businesses will be judged not only by the mistakes they don't commit, but by their social objectives and by their actions to improve society.
The Categories:
1. The principal of Brotherhood: Ethical business practices—efforts made to ensure that the marketplace remains fair, honorable and sustainable.
2. Promoting Human Respect: Excellence in the products and services offered; communication; and employment without discrimination of race, color, religion, sex, age, national origin or disability.
3. Improvements in Justice: Contributing to the improvement of the legal system, acting beyond the laws and regulations by doing what is right, ethical and appropriate.
4. Slavery: Combating slavery, degrading pay-rates and child labor in national and international markets.
5. Workplace Environment: Respecting the best practices to create a healthy environment in the workplace.
6. Employee Appreciation: Treating employees as partners and not as a disposable resource subject to lay-offs and demotions as a way of increasing company profitability.
7. Justice in the Workplace: Respecting employees' rights without the need of legal battles.
8. Freedom of Speech and Expression: Validation on these attributes between employees, clients, vendors and the general public.
9. Activities in the Community, Contribution to Society: Promoting education, social, cultural and sports activities.
10. Promotion of Scientific Knowledge: Research development, scientific and cultural development. Businesses, which place some of their findings into public domain, will be appreciated the most.
11. Consumer Respect: Health-conscious products and services offered. Quality assurance. Practices in customer satisfaction.
12. Respecting the environment: Sustainable and non-abusive utilization of natural resources.
13. Promotion of Peace: Efforts made to promote peace locally and world wide by not offering services or products to the warfare industry.
The Judging:
The journalists will assign scores from 1 to 10 for each of the 13 categories to Brazilian and multinational businesses with branches in Brazil. On November 28, the five finalists will be announced for each category.
The Prizes:
In an Oscar-like ceremony, happening December 10, 13 winners for each category will be awarded “Best of the Best” in Genuine Social Responsibility. We will also announce the 13 worst of each category as “Worst of the Worst”, who will be receiving trophies through mail wile virtual trophies will be sent to their CEOs through email.
Promotion and Costs:
An event like this in Brazil isn't expensive. We estimate it at about $300,000.00. It is possible to get sponsorship for exposure from certain publications and cable TV. There will be a hot site inside www.conscius.com.br with information on the event, its sponsors and donors with links to their sites.
How you can participate:
Your organization can sponsor this event as a whole or partially. Please let us know if it interests you.
Benchmarking:
This is a unique idea that can be applied in several countries.
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