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renome.com Produção e preservação: como integrá-las?

Atualmente, a população já começa a julgar a escolha de um produto na hora da compra não só pela sua qualidade, mas também leva em consideração a seriedade que a empresa tem com relação ao seu público. Estamos falando de sustentabilidade nas empresas, onde se mostrar preocupada com o bem estar do próximo e com um uso responsável das matérias primas retiradas do planeta, representa em sua essência, a preocupação com o futuro do meio em que a organização está inserida. Sustentabilidade No caso da AmBev, por ser uma empresa que concentra sua maior produção e venda em bebidasvai alcoólicas, sua maior além de preocupação é em relação à responsabilidade social, por simplesmente isso é necessário todo um trabalho de incentivo para um reciclar consumo consciente. Recentemente foi divulgado um comercial sobre o assunto, materiais, onde mostra um jovem em um bar querendo consumir beeconomizar água bida alcoólica e a preocupação do garçom em confirmar se o não jogar lixo menino é maior de idade ou não. Aoe mostrar seu documento e provar sua maioridade, a bebidano é liberada chão. ao garoto. Mostrando assim, a preocupação da empresa de que seus produtos sejam vendidos apenas para maiores de 18 anos. Essa propaganda surpreendeu a todos por não ser comum a empresa divulgar seu nome em propagandas televisivas e sim de suas marcas. A empresa tem pouca divulgação nas mídias de massa sobre seus projetos sustentáveis, projetos sociais, ambientais e dicas que a própria AmBev oferece, para um consumo responsável de bebida alcoólica. Essas divulgações são feitas na maior parte das vezes no site da AmBev, sendo assim, só quem realmente tem interesse em entrar na página virtual conhece a fundo todos os projetos e ações sustentáveis que ela possui.

Ao contrário do que muitas pessoas pensam, a sustentabilidade vai além de simplesmente reciclar materiais, economizar água e não jogar lixo no chão. De acordo com o site Sustentabilidade.org: “Sustentabilidade é um conceito sistêmico, relacionado com a continuidade dos aspectos econômicos, sociais, culturais e ambientais da sociedade humana.” Acreditamos que ela é muito importante não só para a sobrevivência, mas também para um melhor modo de vida e desenvolvimento da sociedade. Além disso, se o governo tivesse mais atitudes sustentáveis, poderia servir de exemplo para a conscientização da população, e assim todos começariam a contribuir para a preservação do meio em que vivem. Na mídia, notamos um movimento relacionado à sustentabilidade em termos de informação, mas ainda não é o suficiente, deveriam ser dados mais exemplos, atitudes e práticas de como ter ações sustentáveis no nosso dia a dia. Observamos também que as empresas divulgam nas mídias de massa matérias sobre o assunto, porém da a impressão de que é feita apenas com o intuito delas se auto promoverem, não mostrando sua real preocupação com o tema. Quanto às organizações, percebemos que estão cada vez mais preocupadas, utilizando recursos renováveis para que tenham garantia de uma futura existência e para passar uma boa imagem para os consumidores. Suas atuais propagandas não estão voltadas a nos dar dicas de como ser sustentável, mas sim para a sustentabilidade e como ela pode ser realizada por uma empresa.

Atualmente, a população já começa a julgar a escolha de um produto na hora da compra não só pela sua qualidade.

Trabalho realizado para o E-caderno de Relações Públicas Outubro, 2011

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Outubro, 2011

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Outubro, 2011

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A sightseeing paradise

T

he definitive example of urban sprawl if ever there was one, São Paulo can intimidate first-time visitors. The thought of 20 million people in one metro area, with all the inherent congestion and traffic, can make you a little batty, quite understandably. The fact of the matter is that São Paulo, Brazil’s premier and most important city, is quite manageable when you boil it down. Big? Yes. Millions of

people? Sure. But the core of the city, the veritable heart of São Paulo, is a tidy collection of superb neighborhoods, landmarks and points of interest. São Paulo’s basic spot for orientation should be Avenida Paulista. From there, it’s pretty easy to reach every single spot in town, be it by bus or underground transport. It is located between the neighborhoods of Bela Vista and Jardim Paulista. Av. Paulista is also

within walking distance to Centro and Ibirapuera Park, which makes it the perfect place to start a walking tour. However, keep in mind that central São Paulo actually comprises a very large area, and travelling from one spot to another may require that you take a cab or public transport. And as always, here are the top five must-see attractions.

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Museum of Art Paulista Avenue is one of the most vital streets in all of Brazil, let alone São Paulo. The vibrant urban artery is a good place to start in the city, namely with the excellent Museum of Art. The facility’s architecture is as much the attraction as the art inside. Modernist architect Lina Bo Bardi drew up the plans for what is now a paramount city landmark.

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São Paulo Cathedral A Neo-Gothic masterpiece built in 1967, after decades of work, São Paulo Cathedral is immense and spectacular. With capacity for 8,000 people, the interior features incredible marble work and design details.

On the radar: Nightlife S

ão Paulo is considered -both by Paulistas and grudgingly by Cariocas -- to be the cultural capital of Brazil. Most Paulistas won’t even set foot in a club until midnight. Take a cab into Vila Olímpia around the witching hour, and you’ll find yourself in a traffic jam formed by everyone just heading out for the evening. Less casual than Cariocas, Pau-

Sinatra had known about São Paulo, he would never have given the “city that never sleeps” title to New York. To catch the big names in Brazilian music, São Paulo is the place. The city gets more of the stars, playing more often, than any other city in Brazil. São Paulo also offers a variety of theater, dance, opera, and classical music.

fun at nightfall

Large and varied, São Paulo’s nightlife scene is also quite spread out, with little entertainment clusters in neighborhoods all over town; barhopping is really more like car hopping. Best to pick a neighborhood, enjoy dinner, and then grab a drink or catch a show at a club nearby so you don’t waste time and cab dollars stuck in one of São Paulo’s late-night traffic jams. Vila Olímpia is where the 18- to 30-year-olds go for nightlife, with a number of large dance clubs and some of the city’s best bars. Vila Madalena is more in vogue with the 25- to 45year-olds who enjoy bars and restaurants more than dance clubs.

learn how to get around

Bom Retiro and Luz A central historic district of São Paulo rife with notable architecture, Bom Retiro has a lot to offer pedestrians. Start with the terrific Estaçao da Luz and Museum of the Portuguese Language and make your way to Jardim da Luz. If you can score a ticket to see a concert at the Julio Prestes Cultural Center, even better.

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Ibirapuera Park In what could very well be one of the best urban parks in the world, let alone South America, Ibirapuera Park is the place to chill out and take a deep breath in São Paulo. The venerable city oasis offers a lot for visitors to see, from the Museum of Contemporary Art and Obelisk of São Paulo to Ibirapuera Auditorium, the brainchild of design wizard Oscar Niemeyer. Pátio do Colégio A Jesuit church and school that dates back to the mid-16th century, the Pátio do Colégio is one of the most important heritage landmarks in São Paulo. The edifice contains a museum and colonial art exhibit.

Newsletter sobre a cidade de São Paulo

theater, dance, opera, and classical music. An excellent source of arts and entertainment information is the Guia da Folha, an entertainment guide published in the Friday Folha de São Paulo newspaper. In addition to theater and concert listings, it includes bars and restaurants (with updated hours, phone numbers and specific locations) as well as exhibits and special events.

If

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listas love to dress up when going out. Women are partial to black or other dark colors. Men are less formal. Good casual is fine, but jeans and running shoes likely won’t make it past the door at many clubs. To catch the big names in Brazilian music, São Paulo is the place. The city gets more of the stars, playing more often, than any other city in Brazil. São Paulo also offers a variety of

Jardins: a classy experience

The rail network, composed of metro (subway) and surface trains, is the method of transportation a tourist is likely to use the most while visiting São Paulo. The metro is modern, safe, clean and efficient. If you don’t have a Bilhete Único smart card, trains uses a simple flat-price ticketing scheme - you can get only one-trip tickets, which cost R$3,00, and allows you to go as far as you wish. Free train transfers appear as white links in the

map; paid transfers as black dots. The single tickets can be bought at the counters or automatic machines, which can be found in every station. Buying multiple tickets will not save you money but will save time locating a vending machine or waiting time in line, which can both be bothersome. If you plan to take buses together with trains, using a Bilhete Único is highly recommended. Typical operating hours for trains are

Everything is possible in a city that doesn’t dare to blink... p.4

S

ão Paulo is the largest city in regional and international cuisine availBrazil, with a city population of able to all tastes. If there is a major about 11 million and almost 20 attraction to this city, it is the excelmillion in its metropolitan region. It is lent quality of its restaurants and the the capital of the Southeastern state of variety of cultural activities on display. São Paulo, and also a beehive of activ- Don’t be surprised at the diversity of ity that offers a jovial nightlife and an Paulistanos. For example, São Paulo is intense cultural experience. São Paulo home to the largest Japanese population is one of the richest cities in the south- outside of Japan. It is not uncommon ern hemisphere, though inequality be- to see businesses and churches being The São Paulo Museum of Art (MASP) located on tween the classes typically observed in conducted by Chinese and Korean- Paulista Avenue. It is internationally recognized for Brazil is blatant. Historically attractive Brazilians in Liberdade. The city’s Ital- its collection of European art, considered the finto immigrants as well as (somewhat lat- ian influence is also very strong, with est in Latin America and all Southern Hemisphere. er) Brazilians from other states, it’s one about 6 million people in the metroof the most diverse cities in the world. politan area having Italian background. São Paulo, or Sampa as it is also of- The large Arab and Jewish communiten called, is also probably one of the ties are also well represented in all levmost underrated cities tourism-wise, els of p.3 society, from art to real estate often overshadowed by other places in businesses, and notably in politics. Everything is possible in a city that doesn’t dare to blink... the Brazilian sun & beach circuit such When Paulistanos are not working, as Rio de Janeiro and Salvador. It is in they are clubbing. The city nightSão Paulo Subway Map so you never get lost fact a great city to explore, with its own life is as intense as it gets, which Museu do Ipiranga located near where Emidiosyncrasies, the exquisite way of liv- makes going to a club a total must- peror D. Pedro I proclaimed the Brazilian inSunday to Friday, from 4:30 a.ming of its inhabitants, not to mention do. Everything is possible in a dependence on the banks of Ipiranga brook in midnight (or 1 a.m. Sat) or, dependthe world-class restaurants and diverse city that doesn’t dare to blink. the Southeast region of the city of São Paulo. ing on the station, up to 12:40 a.m. Connections on the network opermust-have App ated by Metrô are guaranteed only for boardings before midnight (1a.m. Sat), regardless of the station. Check the operating companies’ website for more updated information.

The Jardins neighborhood is regarded among the most sophisticated places in town, with upscale restaurants and hotels. The New York Times once compared Oscar Freire Street to Rodeo Drive. In Jardins there are many luxury car dealers. One of the world’s best restaurants as elected by The World’s 50 Best Restaurants Award, D.O.M., is located there. Sleek, chic, often intimate, and super-fashionable, the bars and lounges of Jardins generally attract a more sophisticated crowd as well as international public. Jardins is known by the quality of services offered, such as more than 100 restaurants and about 200 bars.

Everything is possible in a city that doesn’t dare to blink... p.2

welcome to São Paulo

stay in the loop with

Metrô - www.metro.sp.gov.br CPTM - www.cptm.sp.gov.br

Like our “Turismo em Paulo” Facebook page for cial tourist information and dates on what’s hot in the

São offiupcity.

9/10 in WIRED’s 2012 App Guide; Selected as an Honoree in the 2012 Webby Awards; Featured in CNN’s 50 Ultimate Travel Apps.

Follow @spturis on Twitter for real time information about upcoming events, interesting places to visit and tips for a great adventure in the city.

Everything is possible in a city that doesn’t dare to blink... p.1


Let’s talk about tion Communica The Communication Department pursues the study of how humans make and interpret meaning through the design, delivery and evaluation of messages as individuals, in media and in various cultures and contexts. Three fields of study are offered: Communication Studies, Media Studies and Public Relations.

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The department courses prepare you to apply your knowledge, skills and leadership potential to careers in: - business - not-for-profit organizations - public relations - public affairs - broadcasting - print and new media platforms - service-oriented fields

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Communication Department

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