On November 29th, the world celebrated Giving Tuesday , a major movement created to celebrate generosity. In Brazil, it was possible to observe the involvement of various sectors of society in encouraging donations. Organizations, companies, online platforms, communities, and groups of people mobilized, each in their own way, to carry out the campaigns.
Of course, every day is a day to give, but having a special day dedicated to philanthropy helps create a culture of giving and strengthens civil society organizations that work to promote social transformation and combat inequalities.
In this post, the Bem Maior Movement Blog highlighted some examples of campaigns promoted in the 2022 edition of Giving Day . Even Christ the Redeemer in Rio de Janeiro turned orange to draw attention to the cause. Check it out below:
Phi Institute and Archdiocesan Sanctuary of Christ the Redeemer
The Christ the Redeemer monument, a landmark of Rio de Janeiro and Brazil, was illuminated in orange on Giving Tuesday night to encourage donations, to give visibility to social projects, and to highlight the transformative power of generosity.
The ceremony was held by the Phi Institute , a social organization that promotes transformation through philanthropy, in partnership with the Archdiocesan Sanctuary of Christ the Redeemer.
The illumination of Christ the Redeemer caught the attention of several media outlets and made people talk more about philanthropy. The subject was even the topic of comments by streamer Casimiro Miguel, who announced that the proceeds from the live stream's superchats would be converted into donations. "You who are at home, help your neighbor," he said during the broadcast.
Umbilico Mundo – Kids' Giving Day
As part of Giving Day, a campaign was launched in Brazil in 2019 with the aim of encouraging kindness and generosity among a younger audience. This initiative, created by Umbigo do Mundo, a company specializing in brand positioning and corporate culture, was named Giving Day Kids and joined the global version of the movement aimed at youth.
One of the goals is to inspire and guide children so they can better understand the topic, learn about different causes, and thus plan and implement their own acts of generosity. After all, it's important to get used to making a difference from an early age.
Another function is to support parents, teachers, educators, and other adults in addressing this topic with children in a very practical and simple way. It's well worth checking out the super tips on the first Brazilian platform for education on kindness and generosity: gentilidadegenerosidade.org.br/superdicas
Smile
Smiles, the travel platform and loyalty program of GOL Airlines, maintains the "Milhas do Bem" (Miles for Good , an initiative that aims to support social projects. The company encourages customers and partners to donate miles to participating civil society organizations.
For every mile donated by the customer, she donates another to the institutions. In this year's Giving Tuesday edition, the program – with the support of the Razões Para Acreditar and Passageiro de Primeira platforms – had committed to donating 100 miles for every post shared on the partners' Instagram profiles.
However, Smiles managed to exceed expectations. There were almost 5,000 shares and the program doubled the amount raised. In other words, approximately 1 million miles were donated to organizations in the Giving Day campaign.
Shopee
The e-commerce platform Shopee joined Giving Day and celebrated the campaign in an interesting way: it included a donation option starting from R$ 1 on its website and app in the Shopee Donations section.
Those browsing online to buy a product can take the opportunity to contribute to a cause. Even a small donation of R$1 may seem small to the donor, but it's very important to the receiving organization, as every donation has the power to make a difference. And, in the end, by combining everyone's efforts, much can be accomplished.
Shopee provided the option to donate R$1 to help seven partner institutions: Graacc, Instituto Novo Sertão, Instituto Alicerce, Associação Cidadão Pró-Mundo, Anjos de Patas Indaiatuba, Fala Mulher, and Instituto Rede Mulher Empreendedora.
iFood
In November, the month of Giving Tuesday, iFood came with great news. In partnership with the Round Up Movement, it launched a new feature to generate more donations through the app that customers use to order food and other products.
The innovation is a technology that allows consumers to make micro-donations in cents at the time of purchase. It's simple. Anyone making a purchase can round up the amount, allocating from R$ 0.50 to R$ 0.99 to charity.
Furthermore, on November 29th, iFood doubled the amount donated by customers through this new feature or other available options.
Santa Casa de Araçatuba
With the goal of replacing 20 used armchairs for chemotherapy patients at the Oncology Treatment Center, the board of directors of Santa Casa de Araçatuba decided to promote a Giving Day campaign and try to raise the necessary funds for the replacement.
The initiative resonated throughout the Araçatuba community, in cities in other regions, and even in other states. The Santa Casa campaign gained momentum, and 140 donors participated with contributions starting from R$ 10. The result was a success: the fundraising exceeded R$ 66,000, surpassing the established goal.
Actions like this one by the hospital, which engage members of the local community, spread the spirit of Giving Day throughout the country and help build a more compassionate society.
#DonateSaoLuis
Several campaigns were carried out throughout Brazil with the aim of raising funds to help organizations or projects, which is very important for the continuity of their work. But there was also another type of action that perfectly represents what Giving Day is all about: Community Campaigns.
The initiatives focused on encouraging generosity among all members of the community, region, neighborhood, or city involved, and not just towards any specific organization. The #DoaSaoLuis campaign in São Luís (MA) exemplified this and can be cited as a high-level engagement effort to raise awareness for Giving Tuesday.
The #DoaSaoLuis campaign involved more than 60 local initiatives from different causes. Within this large campaign, organizations held their own events, such as collecting books for libraries and adult diapers, but the main goal was to encourage donations throughout the city, in a broad way. That's the essence of Giving Tuesday.
">
