MINISTRY OF TOURISM OF BRAZIL

Berlin, 2006

UNITED AGAINST SEXUAL EXPLOITATION

OF CHILDREN – JOIN US!

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.

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.

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.

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.

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

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

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

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.

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!

Banners

Sticker

Leque

Streets Ads

Flyers

Banners

T-Shirts