Respecting consumers in each marketing step is one of the premises of the company’s Sustainability Policy. Oi and its marketing agencies follow Conar’s rules – respect for ethics, no to plagiarism, no to violence, no inciting to children consump- tion, and others – in the development of all the communication campaigns at the company.
Some communication actions were developed with a focus on Sustainability in 2009, such as the utilization of handbags in stores, developed based on recycled milk packages, and the pro- duction of Oi Bazar magazines, printed on reforested-tree paper. In addition, at the Oi Noites Cariocas event, several sustaina- bility actions were carried out, which made the event unique, such as:
lecture on environmental consciousness for approximately
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sixty employees while setting up the event; installation of solar energy equipment;
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utilization of seats made from reused materials;
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waste treatment and sorting through a mini-mill. The outcome
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was processed with the NGP “Donate Your Trash,” which is based on waste sorting. The resources from these sales are donated by the NGO to social projects and institutions. During the six-weekend event, 3,723.63 kilograms of recyclable material were collected;
rain collection and the treatment of sanitary effluents and of
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served water, which resulted in the reuse of water for irrigation and the washing of the treatment and waste sorting mini mill; utilization of bio digesters, biological filter and water hyacinth
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tank, to treat and filter 5,200 liters of water. cians are in contact with the customer in the installation and
repair of services in voice, data and broadband services, as the company believes that excellent service is essential.
Oi signed a Technical Cooperation Agreement with the Labor Ministry, which allows the company to apply the “MTE“ logo to the certification document and to advertising for courses and all the actions that are necessary for CEQUAL. In addition, it can develop with the MTE activities focused on professional qualifi- cation and certification, aligned with the Federal Government’s National Qualification Plan.
CERTIFICATIOnS
Oi keeps the ISO 9001:2000 certification in the process of professional certification for operators of customer services, attesting to their knowledge and skills for the execution of telecommunication services since 2001. In 2003, Oi obtained a certification for the billing process in the fixed segment, in keeping with Resolution 426 of Anatel. In 2009, Oi certified its billing process in the mobile segment, even though it was not yet a regulatory obligation.
In addition to those already mentioned, Oi has certified its processes in collection, measurement, consolidation and sen- ding of indicators related to Quality at Anatel. This certification is valid for Personal Mobile Service and for the Commutated Fixed Telephone Service, in keeping with Resolutions 335 and 417, respectively, as provided for in the General Target Plan for Quality of Anatel.
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OI TOnOMUnDO
As a research Program applied to distance learning that investi- gates, models and spreads innovative solutions, Oi Tonomundo ended 2009 with about 450 thousand students, more than 16 thousand teachers in 680 public schools in the 25 States and the Federal District. In adding education to high technology, Oi Tonomundo integrates public schools, families and commu- nities through the portal www.tonomundo.com.br, which logged 318 thousand visits, of which two thousand came from abroad. In Brazil, the visits came from 269 cities.
In public schools, 830 teachers, coordinators, directors and education professionals concluded their studies in Oi Tonomun- do. Developed activities include the Caleidoscopus project on Proactive Health.
Oi Tonomundo became a public policy in the States of Espírito Santo (104 schools), Pernambuco (352) and Sergipe (32) and in the cities of Aracaju-SE (6), Belém-PA (21), Fortaleza-CE (21), Itaituba-PA (8), Natal-RN (8) and Tiradentes-MG (8). This public policy has also been adopted in Mozambique since 2008 (4 schools).
nAvE – ADvAnCED nUCLEUS In EDUCATIOn
NAVE’s innovative concept was born at the Recife unit in 2005. Three years later, the Rio de Janeiro Nave brought even more daring forms to the program, including those in design and edu- cation. In order to transpose the visual identity and bring two units to the same technological standard, Oi Futuro invested in Nave-Recife: Research Center, Secondary School Cícero Dias and Dissemination Center.
Supported by 840 students and 75 teachers, Nave developed a string of projects to spread knowledge such as Descolagem, which debates contemporary culture through education, an embryo of the Oi Futuro Games Festival.
As a benchmark in secondary schooling, Nave fulfilled an extensive cultural agenda: it picked the winners of the Casulo competition for design students in the whole of Brazil, whose prize was to exhibit at the facade of the Nave building in Rio de Janeiro, a true public art gallery; it created the Nave Award for professionals in the games sector, a part of the Oi Futuro Games Festival agenda.
Awarded the Comenda da XII Confraria da Educação, the Nave- Recife/Cícero Dias Benchmark School in Secondary Education was the highlight in education in Pernambuco, also being awar- ded the Selo Escola Solidária, from the Faça Parte institute. It also won an award by the Brazilian Telecommunications Asso- ciation, in the Social Project category and obtained the ADVB - Award of the Brazilian Association of Sales and Marketing Directors, in the education segment.
OI FUTURO
The year 2009 was a watershed in the history of Oi Futuro, which is nearly 10 years old, as the conduit of Oi’s social responsibility policy. Following the trail blazed by the company as it incorporated nine States and the Federal District, which were previously covered by Brasil Telecom, the institute started to cover the whole country. Amid this new geography, Oi Futuro expanded its educational, cultural and sporting programs, reasserting its commitment to the social development of the country and the democratization of access to knowledge, with investments of R$80 million.
Present in 25 States and the Federal District, “Oi Tonomundo” was the first educational program to cover virtually the whole country. The Institute, by means of “Oi Conecta,” will take edu- cational solutions to the 24.3 million students who are already connected to Oi in the governmental program for the implemen- tation of broadband in public schools. In culture, the producers in this new Region responded positively to Oi Futuro’s invitation by enrolling more than one thousand projects in the Oi Program for Cultural Sponsorship/2010. Now, the total number of people benefited by the institute exceeds 4 million, which was the tally expected for the entire country in 2009.
In addition to the geographic aspect, Oi Futuro also grew in the areas where it was already active: it implemented new Oi Kabum! units. in Belo Horizonte, Rio de Janeiro and Salvador; it created the innovative Oi Futuro Games Festival; delivered to the population of Minas Gerais state the Klauss Vianna Theater and to Rio de Janeiro a new Oi Futuro in Ipanema, ending the school year with AR! Street Actions, the first sports project of Oi Futuro aligned with the “2016 Rio Olympics” project.
SOCIALLy-ORIEnTED EDUCATIOn AnD TECHnOLOGIES
The year 2009 was a synonym for transformation and growth for the education programs. While Oi Tonomundo – now under educa- tional supervision of the Federal University of Rio de Janeiro – took on the whole country, Nave was selected by Microsoft to integrate the select group of the 130 most innovative schools in the world.
14.5 SOCIAL RESPONSIBILITY
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anNual report 2009
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ORGANIZATION: EXCOLA ASSOCIATION
PROJECT: “MADAM SATAN” FREE MEDIA AGENCY
Description: The goal of the project is to elaborate on the democratization of the media and the right of the youth to com- munication. Through workshops, meetings and cultural visits, the participants will become familiar with the tools and the lan- guage of communication to reflect on the reality in which they live and how that data can be included in a “free media for the youth.” As an agency, the project shed light on the demands that young people pointed out in their communities and groups.
ORGANIZATION: GPS INSTITUTE PROJECT: CAN I TELL?
Description: Educational and leisure activities using information technology and communication were implemented in digital inclusion centers, geared to users with special needs or at social risk such as psychiatric hospitals, centers for the youth in conflict with the law and prisons.
ORGANIZATION: PROTECTION BANK PROJECT: YOUTH COMMUNICATION AGENCY
Description: Creation of the Youth Communication Agency, whi- ch helped the community prepare for the labor market. Located in the neighborhood of Jardim America, the Agency prepared 50 youngsters in the communities of Jardim America and Parque Columbia. The goal was to enable them to use communication and information technologies for the development of their com- munities, located in the Zona Leopoldina, and to foster income generation through integration into the labor market.
ORGANIZATION: UNION OF RURAL WORKERS IN UMBURANAS PROJECT: HANDS IN THE LAND
Description: The project arose from the experience of Sertão. Net, which has been conducted in a partnership with Oi Futuro since 2008. The exchanges between farmers in Cafarnaum, Umburamas (Brazil) and India deepened the sharing of kno- wledge, with the implementation of a production system that ensures food for 20 families, totaling one hundred people.
ORGANIZATION: COMMUNITY ASSOCIATION OF CARNAúBA DOS DANTAS PROJECT: MULTIMEDIA EDUCATION IN SERIDó
Description: Radio was used to spread and present part of the teaching material, which was complemented by material availa- ble on the internet, lectures and video presentations. Given the low computer literacy by many inhabitants in Seridó, 200 high school students were trained, one per family, on how to use the internet. They were encouraged to spread this information to their relatives.
ORGANIZATION: NAVIGATE AMAZôNIA
PROJECT: OI AMAZON EXPEDITION –THE VOICE OF A NEW BRAZIL
Description: The main goal through innovative format and ins- truments – a multimedia laboratory (river and land expeditions) - was to promote video, photography, art and digital literacy workshops focused on training / social inclusion and digital / democratization of knowledge, giving voice to remote and poor communities in the interior of the Amazon.
OI COnECTA
The goal of the 37,514 connected schools is to see many more youngsters benefiting from Oi Futuro. The objective is that every public school must be able to benefit from new educational technologies developed in these 10 years. As the first tool in the Oi Conecta portal, the web series Desenrola gained a new TV-series format and debuted on Play TV.
OI kABUM! ARTS AnD TECHnOLOGy SCHOOLS
Through this program, Oi Futuro has invested in the formation of youngsters in urban communities, in the fields of image and sound, offering classes in graphic design, web design, sound design, computer graphics, video and photography. The year 2009 saw the program’s expansion: in addition to the schools in Recife and Salvador – which has new premises at the heart of Pelourinho - Belo Horizonte now has an Oi Kabum! and Rio de Janeiro reopened its school, now in a partnership with CECIP, Popular Image Creation Center.
Another relevant fact: 2009 saw the second edition of the Kabum Mix! Project, which featured the designer Alejandro Magallanes. The mexican artist worked with the youth of the four schools, and the outcome will be made public next year. Also through Kabum Mix!, many posters were created under the coordination of french designer Alain Le Quernec. An exhibition with such work visited countries as far afield as Peru, Colombia, Holland and Finland.
OI nOvOS BRASIS
In 2009, the Oi Novos Brasis program expanded as the company grew, and selected 20 social projects in 10 states, with a R$ 2.3 million investment that benefited more than 60 thousand people.
Oi invested R$ 1.7 million in 12 projects of the Public Funds for Childhood and Adolescence - FIA, in a partnership with National, State, and Municipal Councils for the Defense of Children and Adolescents’ Rights.
These projects were selected in the Oi Novos Brasis program and will be executed in 2010:
ORGANIZATION: “POLICULTURE FARMERS” AGRICULTURAL ASSOCIATION IN CAFARNAUM
PROJECT: SERTãO.NET IN SCHOOL
Description: Environmental education plans through virtual exchanges involving students, teachers and staff in public schools in the villages of Cafarnaum – Queimada de Tiano and Beca - and schoolchildren in Duque de Caxias Irecê (BA), tota- ling about 210 people preserving the environment and caring for the place they live, combining information technologies and communication with eco-friendly techniques for food production and tree planting.
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in urban artistic expression and to intermediate the communi- cation with the people of large urban centers such as Rio de Janeiro.
ORGANIZATION: HEALTHY AND SUBVERSIVE PROJECT: IT’S A DEAL
Description: Contributed to build a collaborative environment that emphasized the identities of different communities and brought together different experiences in popular communica- tion, especially those that use audiovisual tools in education and digital and social inclusion. The project’s guiding strategy is the creation of a network that promotes the exchange of expe- riences and shared and simultaneous action, in the northeast.
ORGANIZATION: INDICA – INSTITUTE FOR THE RIGHTS OF THE CHILD AND ADOLESCENT
PROJECT: BEM-ME-QUER ANIMATION, DIDACTIC MATERIAL
Description: Continuation of the success of the Bem-Me-Quer collection through a digital version adapted for national televi- sion. It is the production of a nine-film series in digital anima- tion, with illustration and texts adapted from the book collection Bem-Me-Quer into Portuguese and Spanish. This series will be used as paradidactic material in public and private schools in Brazil during the video shows from the project Bem-Me-Quer, at city halls, Sinpro-DF and UNICEF, in the Program Urban Center Platforms and in the Indica´s virtual TV and on Youtube.
ORGANIZATION: TO READ IS TO HUG INSTITUTE PROJECT: CHILDREN BACK AND FORTH
Description: Proposed the construction of a virtual space where 114 children from different cultures and locations - north and south of Rio de Janeiro – are able to exchange experiences in reading and production.
ORGANIZATION: CINE POINT
PROJECT: CLEAR EXHIBITION NETWORK
Description: Pilot project for the implementation of new display technologies, aligned with environment preservation in five Exhibition Centers in Schools, built in the project Officine-se in the cities of Aperibé, Carmo, Piabetá, Rio Bonito and Rio das Flores. The project will provide maintenance and will supply the content of these five centers that will become embryonic cells of the Clear Network.
ORGANIZATION: CEOS – CENTER FOR STRATEGIES IN SOCIAL ORGANIZATIONS
PROJECT: INSTITUTIONAL STRENGTHENING OF SOCIAL ORGANIZATIONS
Description: Contribution to the sustainability of social orga- nizations by investing in the Social Organization Investment Fund, to facilitate the democratic access to resources of this fund and the social knowledge management, provided in the form of advisory and lasting 12 to 18 months.
ORGANIZATION: NATIONAL COUNCIL OF BRAZILIAN FILM SOCIETIES PROJECT: COMMUNITY CINEMA
Description: The project aimed to develop a film society, an au- diovisual production team and instructors in poor communities, providing the necessary structure for cultural exchange, profes- sional support and supervision for the community to become productive, solid, integrated and self sustainable.
ORGANIZATION: IPTI – INSTITUTE FOR RESEARCH ON TECHNOLOGY AND INNOVATION
PROJECT: INCLUSIVE EDUCATION
Description: Improvement in teaching and learning languages and arithmetic early in primary education, in five schools based in Santa Luzia do Itanhy. The project introduced computer labs and concepts and methodologies derived from research in neu- roscience. It helped identify the possible causes for difficulties in learning.
ORGANIZER: ECOLóGICA PALMAS INSTITUTE
PROJECT: DIGITAL AND PROFESSIONAL INCLUSION OF YOUNGSTERS IN RURAL COMMUNITIES IN TOCANTINS
Description: Graphic design training for young people in the city of Pium and its surroundings, in order to promote professional competence and insertion into the labor market.
ORGANIZATION: JUAN DIEGO CENTER
PROJECT: STRENGTHEN: SHARING OPPORTUNITIES
Description: The main objectives were to strengthen and expand the technical team and create a space for communication, information exchange and dialogue between ethnic groups and indian communities in Paraná and Santa Catarina.
ORGANIZATION: INSTITUTE FOR RESPONSIBLE SOCIAL-ECONOMICS – ISES PROJECT: DIGITAL INCLUSION AND FAIR COMMERCE: EXPANSION OF ECONOMIC VIABILITY FOR BUSINESSES
Description: Digital inclusion of 10 projects incubated by Ises, in a partnership with the Technology Incubator for Popular Coo- peratives of the Getúlio Vargas Foundation (ITCP-FGV).
ORGANIZATION: JD NGO
PROJECT: ZELOUS – PREVENTIVE TELEMEDICINE IN FAVOR OF DIABETIC, INSULIN-DEPENDENT CHILDREN AND ADOLESCENTS.
Description: Software development - public domain (web based) – free distribution to the general public, specially designed to service the needs of in-house managers of preventive treatment (multidisciplinary) of type 1 diabetes in low income and educa- tion children and young people (and / or their caregivers).
ORGANIZATION: PONTãO DE CULTURA GUAICURU PROJECT: CONTEMPORARY MEDIA/POPULAR TALES
Description: Promote the culture of communities with low Hu- man Development Indices, involving competence and training in audiovisual production, combined with the development of a collaborative culture, and the involvement of collective intelli- gence and social interaction.
ORGANIZATION: APPLAUSE WAREHOUSE PROJECT: APPLAUSE WAREHOUSE
Description: Extend and enhance the artistic knowledge of young people benefited by the Space Center at the Applause Warehouse, providing information and communication techno- logy for the creation of actions and contemporary perceptions
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anNual report 2009
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Brazil, large exhibitions were welcomed at Oi Futuro, gathering important french artists: Entre-Temps, Demi-Verités and Pierre et Gilles – The apotheosis of the Sublime. This last one featured both creators, who came to Brazil for the first time. IpanemAl- deia, by the filmmaker Neville D’Almeida, opened the Oi Futuro gallery in Ipanema.
The Multiplicidade musical project celebrated its fourth an- niversary, frequently packing Oi Futuro in Flamengo, with an audience interested in contemporary music and in the blend of unusual sounds and images. In special editions at the Oi Casa Grande theater, Multiplicidade brought to Brazil attractions that had never been in the country, gaining media space.
TELECOMMUnICATIOnS MUSEUM
The big news in 2009 was the implementation of the technical storage in Rio de Janeiro, created in keeping with the most modern international techniques in packaging, document and museum ar- tifact conservation. The year was also marked by the implementa- tion of the Media Library, which will make available to researchers the digitized archive and a rich collection of art and technology. In its third year, the Telecommunications Museums in Rio and in Belo Horizonte intensified their educational programs, furthe- ring ties with the institutions and improving complementary activities. In Rio, 13 thousand students participated in guided tours, while in Belo Horizonte the tally was 10 thousand. In both cities, the Museum welcomed 70 thousand spontaneous visitors. CULTURAL SPOnSORSHIPS
In November 2009, Oi’s Cultural Sponsorship Programs for the first time encompassed 100% of the Brazilian territory. In all, 5,354 projects were registered and are slated for 2010. As one of the largest private sponsors of Brazilian culture, Oi, through Oi Futuro, identifies itself with innovative projects and believes in the transforming power of art. In 2009, 4,344 projects were registered, almost double the amount seen in the previous year, while 188 cultural productions were supported. Among those sponsored, the exhibits and festivals were very successful. The program involved approximately R$50.7 million for the econo-