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Sérgio Barreto Especialista Oi

Valéria Albuquerque Coordenadora Oi Futuro

Bernardo Couto Especialista Oi Futuro

Marcos Amorim Superintendente Oi Futuro

Renata Gondim Diretora-adjunta Oi Futuro

César Braga Coordenador Oi Futuro

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E stad o In icia tiv a p riv a d a

P ú b lic o -alv o

- Cidadãos

- Clientes - Consumidores - Fornecedores - Funcionários - Comunidade - Acionistas

O bjetivo s

- Preservar a identidade cultural - Democratizar o acesso à cultura - Promover a diversidade cultural

- Estimular a indústria cultural ("ver e fazer")

- Estabelecer comunicação direta com seu público - Endomarketing (atrair, manter e treinar funcionários)

- Estabelecer relações perenes com a comunidade - Reforçar a marca e a imagem da empresa

A rticu la çõ es

- Com outros segmentos do Estado, procurando sinergia de ações (educação, saúde e outras) - Nas três esferas de governo: federal, estadual e municipal

- Com outras áreas da empresa que também se comuniquem com o público: comunicação, marketing, negócios, relações institucionais e com investidores

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T ip o d e A t iv id a d e M e c e n a to o u F ila n t ro p ia P a t ro c ín io

Motivação Social ou pessoal Comercial

Objetivos Tornar pública a satisfação pessoal do mecenas

Notoriedade, imagem da marca, endomarketing, relacionamento com a sociedade, etc.

Exploração na

comunicação Não Sim

Contrapartida Social (investimento na sociedade) Comercial (investimento na marca/empresa)

Inter-relações Com o programa de responsabilidade social da empresa

Com as demais ferramentas e áreas de comunicação da empresa

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R e la ç õ e s C id a d a n ia E m p re s a ria l

R e s p o n s a b ilid a d e S o c ia l

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Empresa – clientes Presente (atender com qualidade)

presente (atender com qualidade)

Empresa –

empregados presente (recursos humanos) presente (recursos humanos) Empresa – acionistas “segundo plano” presente (governança

corporativa transparente) Empresa – sociedade agente social ativa (filantropia,

patrocínios, doações)

agente social ativa (filantropia, patrocínios, doações)

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7 1C

1937 Criação do Serviço do Patrimônio Histórico e Artístico Nacional (SPHAN), do Instituto Nacional do Livro (INL), do Serviço Nacional de Teatro (SNT) e do Instituto Nacional de Cinema Educativo (INCE).

1938 Criação do Conselho Nacional de Cultura e do Departamento de Imprensa e Propaganda (DIP). 1953 Criação do Ministério da Educação e da Cultura (MEC).

1966 O Conselho Nacional de Cultura se transforma em Conselho Federal de Cultura. Criação do Instituto Nacional de Cinema (INC).

1969 Criação da Empresa Brasileira de Filmes (EMBRAFILME).

1970 Transformação do SPHAN em Instituto do Patrimônio Histórico e Artístico Nacional (IPHAN).

1973 Lançamento do programa de Cidades Históricas (PCH) e do Plano de Ação Cultural (PAC). Criação do Conselho Nacional de Direito Autoral (CNDA).

1975

Lançamento da Política Nacional de Cultura. Lançamento da Campanha Nacional do Folclore.

Criação do Centro Nacional de Referência Cultural (CNRC) e da Fundação Nacional de Arte (FUNARTE). 1976 Lançamento do Plano Nacional da Cultura (PNC).

1978 Criação da Secretaria do Patrimônio Histórico e Artístico Nacional (SPHAN) e da Fundação Nacional Pró-Memória. 1985 Criação do Ministério da Cultura (MinC).

1986 Promulgação da Lei 7.505 ("Lei Sarney").

1987 Criação da Fundação Nacional Pró-Leitura (Pró-Leitura) e da Fundação Nacional de Artes Cênicas (FUNDACEN).

1990 Extinção da FUNARTE, do Pró-Memória, da FUNDACEN, do Pró-Leitura e da EMBRAFILME. Reformulação do SPHAN.

1991 Promulgação da Lei 8.313 ("Lei Rouanet"). 1993 Promulgação da Lei 8.685 ("Lei do Audiovisual").

1995 Publicação da cartilha "Cultura é um bom negócio", pelo MinC. 2004 Lançamento do programa "Pontos de Cultura", pelo MinC.

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T O T A L 5 5 6 4 3 10 5 ,6 %

% TOTAL DE

MUNICÍPIOS

MUNICÍPIOS COM LEI DE INCENTIVO

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Tornar a cultura um dos componentes básicos para a

qualidade de vida da população 128 572 154 713 490 2057 63,8%

Ampliar o grau de participação social nos projetos 55 183 36 198 133 605 18,8%

Dinamizar as atividades culturais no município 20 134 30 151 100 435 13,5%

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Preservar o patrimônio histórico, artístico e cultural 0 12 2 28 6 48 1,5%

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A C U M U LA D O (m ilh a re s)

1 PETROBRÁS R$ 942.979

2 BANCO DO BRASIL R$ 117.548

3 VALE R$ 108.202

4 ELETROBRÁS R$ 101.382

5 BNDES R$ 64.936

6 TELEFÔNICA SP R$ 53.041

7 BR DISTRIBUIDORA R$ 51.692

8 CSN R$ 51.035

9 GERDAU R$ 50.484

10 BRADESCO VIDA E PREVIDÊNCIA R$ 48.830

11 USIMINAS R$ 39.505

12 O I R $ 3 8 .3 6 0

13 COSIPA R$ 33.226

14 SOUZA CRUZ R$ 32.290

15 ITAÚ VIDA E PREVIDÊNCIA R$ 28.550

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