Communication and visibility
Positioning and Reputation
The positive image is an essential asset in generating value not only for BB Foundation, but also for its Grantor, Banco do Brasil, social investors and strategic partners. In 2020, 2,772 news were published in spontaneous media, a number 19% higher than in 2019, with 92.8% of the exposure being positive, further strengthening BB Foundation brand before society, the public sector, Third Sector organizations, customers and employees of Banco do Brasil and its conglomerate, and highlighting the relevant role it plays for socioenvironmental development in the country.
The content published on its own digital channels - such as BB Foundation News Portal and profiles on social networks: Facebook, Instagram, Twitter, Linkedin and YouTube, responsible for 68.6% of the total audience of the communication channels, highlighted the socioenvironmental transformation promoted by the programs and projects focused on their participants, valuing the initiatives carried out, especially in humanitarian aid, such as the Proteja e Salve Vidas (Protect and Save Lives) campaign, and Social Technologies, such as Challenge Transforma!
External Public Audience
The projects and actions developed by BB Foundation in 2020 were highlighted in the national and international press, with 2,573 positive insertions in spontaneous media. Among the publications with the greatest public reach:
• Jornal Nacional (news broadcast - 04/14/2020) - editorial of Solidariedade S.A (Solidarity)., program in which the broadcaster dedicated space to highlight the social investment of organizations in combating the effects of the new coronavirus pandemic.
• Folha de São Paulo (national periodic - 05/10/2020) - front-page article on the model structured by BB Foundation and partners to purchase agricultural production from small farmers for donation to local communities, as a way to avoid waste and ensure food security in times of crisis.
• Valor Econômico (national periodic - 05/11/2020) - highlight in the Companies section announced the donation of resources for the distribution of 10,000 food staplers in the city of Mogi das Cruzes (SP), benefiting 5,000 people in vulnerable situations.
In social networks, it is worth mentioning the organic growth of 33.8% in the number of followers in 2020, reaching 78,864 profiles that follow BB Foundation on Facebook, Instagram, Linkedin and Twitter.
From the second semester on, the feed's curation, especially on Instagram, revealed a high potential for increasing the number of impressions on the posts. The three posts with the best performance of the year were:
Internal public Audience
In 2020, there was a significant increase of 102% in the number of total views in the articles published in the News Agency of BB’s Intranet compared to 2019. That is, the number of total views more than doubled, showing greater interest from the internal public audience in the actions, projects and programs developed by BB Foundation. Disclosure of actions to combat the effects of the pandemic through the Proteja e Salve Vidas (Protect and Save Lives) campaign was prevalent in publications, followed by the disclosure of Challenge Transforma!
Noteworthy is the engagement of employees of BB and the conglomerate in endomarketing actions with raffles of gifts from partner institutions. In October, in partnership with Instituto Magnus and Instituto Proeza, two actions totaled 30,055 participants. These actions contributed to the growth of more than 60% in the number of followers of BB Foundation on Instagram.
The programs and projects disclosed in the internal communication channels were positively recognized by the institutional collaborators, who expressed feelings of gratitude and pride in the compliments registered in the comments on the published articles, valuing the role of BB Foundation as executor of BB's private social investment.
BB Clients
In celebration of BB Foundation's 35th anniversary, an unprecedented direct marketing action was carried out for 300 thousand BB customers, who received a message on the Bank's app with an invitation to view the institutional video.
Proteja e Salve Vidas (Protect and Save Lives)
The humanitarian aid campaign Proteja e Salve Vidas (Protect and Save Lives), launched by BB Foundation shortly after the start of the pandemic of the new coronavirus in the country, was enhanced with the partnership of Banco do Brasil, BB Seguros, BV Bank, Cooperforte and more than 20,000 voluntary donors.
Designed to offer assistance to people in situations of social vulnerability, the action also supported micro and small urban entrepreneurs, small rural producers and family farmers with the purchase of their products, promoting support for the national production chain. To amplify the dissemination of this action, a video was produced and reached more than 255 thousand views on YouTube. (https://youtu.be/FB4oiMlDl28)
Centros Culturais Banco do Brasil (Banco do Brasil Cultural Centers) were also major partners in the campaign, uniting culture, solidarity and encouraging the donation culture in Brazil.
From July to September 2020, part of the proceeds from the box office of CCBB Brasília events (Drive-in CCBB) were reverted to the campaign. With the name Bilheteria Solidária (Solidary Box Office), the initiative enabled the support to the Association of Theater Producers (APTR), benefiting families of room maids, theater operators and technicians who had their activities paralyzed during the Covid-19 pandemic.
Several live shows of renowned artists such as Zé Neto & Cristiano, Jota Quest, Capital Inicial, Xande de Pilares and Paralamas do Sucesso, promoted by Banco do Brasil with the support of BB conglomerate partners, disclosed the BB Foundation campaign and made available QR Codes for donation during the presentations, totaling approximately BRL 630 thousand that were destined to non-profit institutions.
The coronavirus.fbb.org.br website was a milestone in the transparency of the application of the funds raised, with the possibility of monitoring the destination of donations. The singer Rogério Flausino and athletes sponsored by BB, the sport's ambassadors, such as Virna, Nalbert, Fabizinha and Marilson dos Santos, participated in the promotion, inviting people to access the website.
Guide Dog
The partnership with the Magnus Institute proposes social inclusion and the rescue of citizenship of people with visual impairments through the guide dog, providing these individuals with tools and resources for a better family and community coexistence.
The project Educação para a Inclusão: um olhar para a vida (Education for Inclusion: a look at life) has generated high engagement from the internal and external public audience, in addition to effective awareness of the cause of the visually impaired.
On social media and at BB News Agency, positive comments declared interest in the topic and revealed valuable stories such as that of Lara, the daughter of a BB employee in Boa Vista-RR, and Thiago, a visually impaired BB employee in São Paulo- SP.
Challenge Transforma!
Challenge Transforma!, round of social investment in projects for the reapplication of one or more of the 600 Social Technologies certified by BB Foundation, received 232 registrations in its first edition.
With up to BRL 3 million investment for projects in the areas of education and environment, the initiative boosted the Third Sector and brought new generations closer to social mobilization, volunteering and social actions.
During a virtual event on December 1, 2 and 3, in celebration of the BB Foundation's 35th anniversary, 10 finalists participated in the Socioenvironmental Pitch Day and presented their proposals to a panel of project partners: BB Gestão de Recursos (BB DTVM), Ativos S.A., BB Tecnologia e Serviços (BBTS) (Resources, and supporters: Escola Nacional de Administração Pública - ENAP (National School of Public Administration), Microsoft and Grupo de Institutos Fundações e Empresas - GIFE (Group of Foundations, Companies and Institutes).
Of those, three initiatives in each area were contemplated with the social investment of BB Foundation for the reapplication of Social Technologies.
On the third day, a moment of conversation with partners about valuable stories and the announcement of the winners, ended, with great emotion, the event that will be in the records of BB Foundation.
Music and Transformation
The Orquestrando o Brasil (Orchestrating Brazil) project, one of the partnerships of BB Foundation, Fiesp and BB Gestão de Recursos (BBDTVM), a legacy of maestro João Carlos Martins, offered professional improvement to musicians across the country, as well as the opportunity for the public to attend concerts with regional orchestras under his command.
In a year in which artistic events took place mainly through lives, BB Foundation's 35th anniversary was celebrated in virtual format, with a special presentation by orchestra conductor João Carlos Martins accompanied by GRU Sinfônica de Guarulhos (SP), at CCBB São Paulo. The virtual event, broadcast on social networks, obtained more than 206 thousand views
(https://www.youtube.com/watch?v=1TO4T_4tAsI&t=9s)
João Carlos Martins & Symphonic Orchestra GRU
Right: Cultural and Social campaign flyer.
