1. year 3 I january • february • march 2012 I nº 11
M A G A Z I N E
Your Ampla social and
environmental responsibility magazine
The right to dream
Ampla closes the year
with highlights from
citizenship actions –
pages 8, 9,10 and 11
Our way of
being sustainable
Ampla launches a book on social projects
and shares social and environmental
responsibilities experiences – page 7

2. dialogue calendar
“I want to say that the work
Citizenship agenda
you are doing is perfect,
congratulations! I am doing a Stay tuned in to the Ampla Consciência on the Screen Project and the Ampla Consciência
course at Senai in São Gonçalo. on Wheels Program, plus, nine other 9 Ampla social projects that are bringing culture and
I’m getting a lot of experience education to residents in Rio de Janeiro. Check out programming by consulting our blog
and I am identifying with the or the Ampla Consciência Twitter address.
course. Thank you very much;
truly the teachers are very Consciência Ampla on the Screen Ampla Consciência on Wheels
professional. Before doing the Mobile movie theater visits Mobile truck-unit visiting many locations
cities in Rio de Janeiro with information on rational energy use
course I’d look at an energy
February February
post and I didn’t know anything
Magé on the 10th Paraty from the 6th to the 9th
about what was happening
Saracuruna on the 11th Angra dos Reis from the 27th to the 29th
but now I understand it all. March March
I’m very happy with my new Teresópolis on the 2nd Angra dos Reis from the 1st to the 3rd
profession. Thank you a lot, Petrópolis on the 3nd
congratulations”. (via blog). Macaé on the 9th
Leonardo de Souza Figueiredo Cabo Frio on the 10th
“Your blog is excellent! I am
an art educator and designer.
You’re on the right track -
transparency
A year of major achievements
recycling forever”. (via blog)
Dalva Paixão
“@Conscienciampla, it’s very Achieved 402.007
373.738
satisfying divulging the Goal 342.383 339.200
312.977
articles on your blog. I follow 300.969
273.947 261.337
up on everything you post 206.537
234.317
171.092
regularly”.” (via Twitter) 205.475 233.606
120.764
RafaRophe 91.216 177.544
157.390
129.359
11.841 30.450 101.327
“Keep reading @Conscienciampla. 30.030 58.124
10.792
It’s really very good and quite JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC
worthwhile. Okay guys keep your
The year 2011 was a year Beneficiaries
information flowing: D’(via Twitter) Project Annual Goal
of major Consciência Ampla in 2011
Daniel Mescouto Ampla Knowledge 129.324 131.000
project successes. Over the
months, as shown in the Ampla Citizenship 28.405 16.300
graph (right), we managed Ampla Art 13.667 8.000
to exceed most of our goals Ampla in the Future 113.155 70.000
reaching a large number Ampla on Wheels 57.318 49.000
of beneficiaries. This was Ampla Opportunity 1.354 1.300
possible thanks to your help. Ampla on the Screen 12.004 10.600
In 2012, we have set new Ampla Ecology 4.368 4.000
challenges and we hope we Ampla Cultural 20.993 29.000
can continue counting on Ampla Efficiency 21.419 20.000
your participation. TOTAL 402.007 339.200
2 Certified origin recyclable paper

3. Face to Face ............................................. 4
contents Success Story ........................................... 6
In the news ............................................. 8
Cover Story ..............................................7
In Focus ................................................12
Special Report .......................................13
Learning Network .................................14
Digital Awareness ................................15
Tips ........................................................16
editorial
Responsibility all year round
From January to January, Ampla visits many a public day-care center on her small farm
communities where the company is present where she lives. Her story is a lesson on life –
and encourages residents to participate in a fine example of volunteer spirit and service.
many Consciência Ampla social programs and
projects. Since 2009, these initiatives have From Petropolis to the Screen; this was
been increasing rational energy awareness the trajectory that launched young actor,
among the population and have benefited Leonardo Couto. Through the Consciência
more than 400 thousand people. Ampla on the Screen project, this young man
discovered his true vocation as an actor when
At Christmas time, things couldn’t be any the Ampla Project Workshop was held at his
different. Ampla offers community members school. Learn more about this dynamic teen
the opportunity to join our traditional projects in our report – Success Story.
such as the Christmas Citizen Program that
distributed more than 1,200 presents to In the News presents cases that point to the
children in 2011. The Ampla Christmas Choir social and environmental attitude at Ampla. The
sings out to people everywhere - festive classics, article includes some of the results of this work
for the pleasure of adults and children while in a new book called Social Actions, Education
sending out a message of social integration to and Sustainability – a relations network between
everyone. Our cover story gives more details the company and community.
of other Ampla projects that make year’s-end a
very special time for our clients. Happy reading!
The Christmas solidarity spirit also inspired
our Face-to-Face personality, Marcolina da Marcelo Llévenes
Silva, better known as Aunt Marcolina. At Responsible for Ampla and
78-years of age, this retired teacher maintains Endesa Brasil
Credits
This is a quarterly publication produced by Ampla. Ampla Marketing, Creation and Production: Denise
Monteiro (Mtb: 21.1407), Tatianna Togashi, Patrícia Gismonti and Pryscilla Civelli; Ampla Social Projects:
Aladia Guerino, Cristiane Baena, Felipe Conti, Gislene Rodrigues and Katia Ramos; Collaborators: Ampla
External Communication and Social Responsibility: Janaína Vilella, Ana Paula Caporal and Beatriz Stutzel;
Reporters: Ana Clara Werneck, Annie Nielsen, Carolina Silveira, Letícia Mota, Lissandra Torres and Maíra
Gonçalves. Editorial Coordination: Maira Goncalves. Editing:Eliane Levy de Souza. Graphic Project and
Diagramming: Casa do Cliente Comunicação 360º. Revision: Juliana Carvalho. Photos: Antonio Pinheiro,
Casa do Cliente Image Bank and Humberto Souza and Mazé Mixo.
Certified origin recyclable paper 3

4. face to face
Marcolina da Silva
Never too late for solidarity
“These children are the angels in my life”. This confession is made by a 78-year-old retired teacher,
Marcolina Alexandrina da Silva who has dedicated the last two decades of her life to social
assistance and volunteer work. It all started some 32 years ago after her doctors told her she
didn’t have much time left as a result of a CVA (stroke) and the discovery of an aneurysm
in the brain. She firmly believes that her medical situation completely reverted thanks
to the children in her life. She said,” I was in the Intensive Care Unit at the hospital
and I remember hearing a small child crying close by. It didn’t take long to regain
my vision and the use of my other senses “. Once out of the hospital, she decided
to keep busy by founding a public daycare center that she named Community
Daycare Center Aunt Marcolina which she opened on the small farm where she
lives in Monjolos, São Gonçalo, in Rio de Janeiro State. She receives some 40
children from the ages of 2 to 5 years of age. She signed an agreement with the
local town hall which helps finance the maintenance four classrooms, a secretarial
administrative office, various toilets and a lunch room. She also relies on donations
from companies and other partners including Ampla which helps sponsor this
work. Two of Ampla’s programs (Christmas Citizenship, part of the Consciência
Ampla Citizenship Program and the Ampla Compartlihar (Sharing) Program have
been implemented at the Center. At the end of last year, the Ampla Xmas program
distributed presents to 41 kids while the second program sponsored other donations after
mapping the real needs of the daycare institution. To complete the work, in 2011, Ampla
employee volunteers got together to paint the center and make small repairs.
How did you get the idea to open the Aunt to time, we moved to my own home with all
Marcolina Daycare Center? the furniture and things. After a while, I asked
In 1980, I had a stroke and then I found out I the community for help and they got together
had an aneurism in the brain. I was in hospital to start building a daycare center on a small
“This daycare center for 10 days and needed surgery. My brother farm that I own but funds were very scarce
did not let the doctors operate fearing I would and we were forced to continue renting other
cannot close down.
not survive. In the Intensive care ward, I could places. During a period of time, we were
We have to keep hear a small child sobbing, as if it was alone operating the center in the parochial room at
believing we will and hungry; that did something to me and a local Catholic church in Monjolos.
find sponsors from then the doctors came in and said I had only
a few hours to live – that was more than 30 So how did you finally finish the work at the
companies to help
years ago. Jesus sent me a crying child to keep center on your farm?
us pay our people me going so I decided to open the center in We signed an agreement with the town hall
decent salaries”. 1996, I do not charge the families anything government of São Gonçalo but we couldn’t
and I would give my life for this place. I guess I use the funds for paying teachers’ salaries or for
have the children to thank for my life. buying building materials that we needed to
finish the center. We did finally finish it thanks to
Where did you first open your daycare center? José Carlos Coutinho (ex-federal congressman)
I rented a small house in my neighborhood who embraced our project. He bought all the
but that didn’t last long. We were living like building materials; he also hired the bricklayers
gypsies; the kids scribbled all over the walls, and after the work was done, he gave me the
the owners didn’t want us there so from time keys to the center. I was so happy.
4 Certified origin recyclable paper

5. What is the biggest reward you get from to repair one of the
this work? classrooms that got
My biggest joy is my team of employees damaged because of
who are practically parents to the children. rain infiltration. Last
They put a lot of love into their work; they’re year we had 60 children
not really here just for the money they earn. enrolled but this year we
Sometimes, I’ve paid their salaries well into could only accept 40. My big
the month, late of course. The minimum wage dream is to find a major sponsor
for this kind of work is also very modest; what for the center. This is what I ask the
prevails at the daycare center is the affection Lord for every day.
we all feel for the children. I would really love
to be able to pay them a respectable salary What exactly does this social work represent
but on the budget we have to work with, it’s in your life?
just not possible. It is the purpose of my life. The Center can
never close. If that happens I will surely suffer
You seem very concerned about educating a lot. We have to believe that we’re going to
people. What kind of education do you have? achieve our goal which is to find companies
With great difficulty I managed to finish my to sponsor the daycare center so we can pay
high school at night because I had to work. decent salaries to all our employees. The house
The school was far away and I needed my in which I am living could collapse on top of
brother to take me and bring me back. I really me; I spend almost nothing on maintenance
wanted to go to university and unfortunately or repairs to make sure I have money to
I believed in a man who said but he would take care of myself during retirement and
marry me and after we were married; he the daycare center. I have faith that one day
promised he would take me back and forth to things will get better.
the University. That didn’t happen but he did
give me three wonderful children and after Reporter: Do you still have a dream that you
eight years he abandoned us all. My three would like to see realized?
kids, Tito, Helena and Vitor (see the photo at Yes. I would like to offer professionalizing
the top of the page) help me with my social courses to the adolescents. I actually paid
work. I am very grateful to them. rent on an old house in our neighborhood
for six months, I hired some teachers but, I
What kind of donations does the daycare never came to an agreement with the state
center receive? government to help cover costs. This was a
We accept almost anything but mainly, what source of great sadness and concern because
‘I really would like to
we need is money. We have to increase I really would like to offer quality education to offer quality education
the number of children but first we need these young people. to these young
people’
Certified origin recyclable paper 5

6. sucess story
First step to success
In 2009, when the Consciência continue studying and achieve his dream of
Ampla on the Screen was held at becoming a theater artist.
the public school Ciep Gabriela
Mistral, in Posse, District of In 2011, he was chosen to act a Master of
Petropolis, Leonardo Couto like Ceremonies for the second edition of the Short
many of his other friends had Film Awards Ceremony. Besides presenting the
never actually seen a movie. The event, last November at Ampla head office
closest movie theater was 34 km in Niteroi, this teenager had the chance to
away in Itaipava. But, being the meet and be encouraged to continue acting,
curious minded person he was, he by someone famous in the Brazilian movie
quickly enrolled in the project. The scenario; André Ramiro, the famous “André”,
proposal was to make a short movie from the top rated movie Tropa de Elite.
with the participation of students during all Leonardo said, “Besides Ampla, I have the
phases of movie production including acting, support of my parents who are helping me
under the guidance of industry professionals. every way they can si I can achieve my goal in
‘I turned up late Since Leonardo was very young, he had been life. I didn’t think I would be able to stand up
for the screen test a great fan of Fernanda Brum and dreamed of and talk in front of so many people the Award
one day becoming a gospel singer but then Ceremony but my mother encouraged me and
and I thought the
he discovered his talent as an actor. everything worked out okay”. He commented,
only part left in “There is an important line in the movie that
the movie was to He explained, “I turned up late for the screen more or less sums up
test and I thought the only part left in the movie my experience. It
be a tree’
(comment by Leonardo was to be a tree but I ended up being chosen to says - Everything
who was chosen to be play the part of Zeca, the main character of the starts with the
the main actor) film entitled “Awareness Makes a Difference”; first step. After
it was about rational energy consumption”. we take the first
The director made a good choice. A year step, anything
later, Leonardo won the Best Short Film Actor can happen”.
Award, competing against four other young
contestants. He became famous in his city
and was invited to give interviews on TV, in
newspapers and on radio talk shows.
From the sidelines to the big screen
Leonardo participated in all phases of
production of the movie, from but what
he said he really loved was acting. He
commented, “The move is a story of a guy
named Zeca, an adolescent who learned to be
more responsible. Through this experience,
I also grew up just like he did”. Leonardo is
plans to move from his city of Posse so he can
6 Leonardo Couto
Certified origin recyclable paper

7. in the news
Sustainable pages
Tell stories based on declarations made by and Ampla Efficiency. By the end of 2011, more
protagonists. This was the proposal that Ampla than 400,000 people were directly and
created to share some of the social responsibility indirectly benefited from
activities that the company is promoting in the these programs.
communities where it is present. A collection
of these interesting case studies resulted in the Responsible
publication of a book called Consciência Ampla: Technology
Social Actions, Education and Sustainability
– a relations network between the company As in all Ampla Social Projects
and community. Released last November in actions, the conception of the
English and Portuguese editions, the book book was based on rational
brings together successful initiatives taken by and responsible production
the concessionaire that have reached out to standards. Even the pages that
more than 2 million people helping them to fill the books were made from
understand the importance of rational electric recycled plastics, a decision
energy consumption. Gislene Rodrigues, the based on the company’s
lady responsible for the Ampla Social Projects Sustainability Philosophy.
area, pointed out that the purpose of the book Gislene pointed out that
was to go beyond a simple registry of the the entire editorial process
important actions developed by the company. followed rational, responsible
She said, “We are disseminating information on guidelines. She believes it’s
the methodology that we use in maintaining necessary to give others an
our relationships with our clients living in the example to follow. She said, “We wanted
communities where we operate by emphasizing to show everyone a practical application of our
the benefits we provide the people in these philosophy on how to contribute to making the
places. Our desire is to inspire other similar world better. Our intention was to use a model
actions and expand our partnerships”. easily replicated so that other products can be
created based on the same principles. This is
Since 2009, Consciência Ampla projects have our way of helping the world to adopt new and
been reinforcing the concessionaire’s philosophy better sustainable technologies”.
of implementing actions to fight energy waste,
environmental impacts and economic losses.
This basic idea is to multiply educational
initiatives to expand the rational consumption
Book Release with great style
of energy. In all, 11 different projects make
Ampla promoted a special event to launch a new book last November.
up the complete Ampla menu of programs,
The happening brought together important public opinion formers such
including: Ampla Knowledge, Ampla Citizenship,
as Maria Lúcia Pontual, a professor from the Fluminense Federal Univer-
Ampla Art, Ampla in the Future, Ampla on Wheels,
sity; Leila Souza Lima, a journalist reporter from the O Dia newspaper
Ampla Opportunity, and Ampla on the Screen,
responsible for an important social column and Marcelo Llévenes, the
Ampla Awareness, Ampla Ecology, Ampla Cultural
Ampla president. The special guests took part in a debate on the role
of companies in the media and in local communities for the building a
better world. The event was transmitted over the Twitter social network.
Certified origin recyclable paper 7

8. cover story
Time to make
dreams come true
Raul Seixas, a Brazilian musician, in 12 years of age at various Christmas parties
his song Prelúdio, written back in organized at the company and at institutions
1974, said that a dream can only located in the Ampla areas of influence.
become a reality when everyone
makes it happen. These words, The “Godfathers and Godmothers”, the
even after so many years, have people that donate the toys and presents
not lost their truth and were were free to choose the children that they
translated into actions last year by wanted to give gifts to. The Social Project
another Ampla initiative. As part of team organized a list of names and profiles
the Ampla Citizenship Program, the of each child and the toys that they wanted
Christmas Citizen Project mobilized to get from Santa Claus. According to Aladia,
collaborators and employees that organize some of the company’s employees give
a gift distribution event in which 1,245 gifts to the same children every year while
children received presents in conjunction with others buy presents for as many children
another company program called Ampla as they can. As a way of saying thank you,
Development that benefited children each collaborator receives a photo of his
from, boys and girls from 10 different “Adopted” child holding his or her present.
institutions located in the communities
where the concessionaire is present. Silvana Guerino, responsible for the Ampla
Another attraction, the Ampla Christmas Operation Intelligence area has participated in
Choir brought the Christmas spirit to the Christmas Citizen program for the last seven
various cities in the state by holding free years. In 2011 she adopted four children and
musical performances for the public. distributed additional toys as well. She said with
a happy sense of satisfaction, “This project is a
A special present great opportunity to do some good in the world.
“I can say with confidence that the majority of It’s important to think about other people. Every
these children were given at least one present child likes to have toys and to play. Watching
at the end of the year”. This is the reason their faces break into smiles is very gratifying”.
that Aladia Guerino, a specialist working Another employee who is very enthusiastic
at the company’s Social Project area works about the campaign, Luã Victor Tavares, a
hard to organize the Christmas Citizen event trainee from the company Invoicing Department
every year. The 2011 program called Dream distributed presents to five children; “My family
Christmas actually started getting organized have participated in these kinds of donation
in October. It was ready to go into play two campaigns for a long time and when I told them
weeks before the actual event took place about the company initiative, they all wanted to
as a result of the enthusiastic collaboration join in. It’s a way of providing a happy Christmas
by volunteers and employees. Some 1,400 to a lot of people. I hope to be part of all the
presents were distributed to children up to company’s future campaigns”.
Children having
a good time with
8 Santa Clause and their
Christmas presents
Certified origin recyclable paper

9. The distribution of toys and Christmas gifts was For the last three years, housewife Andréia Baptisita,
organized at company installations located in São a resident in the Apollo III neighborhood, in Itaborai,
Gonçalo and Duque de Caixias. In Magé, a Christmas has participated in the Christmas Citizen program.
party was held at the Sacred Family Church. Mother of two young boys, Afonso (6) and Nathan
(7), she told us that they wait the whole year for the
Other parties were organized to distribute toys presents they get at Christmas time. She declared,
to children from the J. E. P. Zandonaide Daycare “For me, it’s a great privilege being invited to the
School, the Dom Orione Community Daycare event. It makes me so happy to see my children
Center, Aunt Marcolina Daycare Center, Forming with their new toys. It’s a dream come true”. A
Lives Municipal Daycare Center, the New Start resident from São Gonçalo, a housewife, Claudia
Institution, São Gabriel Daycare Center, Ana da Silva from the Jardim Catarina neighborhood
Clara Community Daycare Center, Friends of also participated in the event as well as the Ampla
Gandhi Residents Association, Sacred Family Development program. She said, “After being part
Church and the Children’s Pastoral Center. of the program my live improved significantly. I
started looking at the future with different eyes.
Bringing families together Ampla is a family that embraced me”. Her three
In São Gonçalo, the Christmas party was held children are also benefited by the Ampla projects:
on December13th and brought together many Priscilla (22), Douglas (11) and Vitória Letícia, 10
families from the city and from the neighboring years old. The two youngest children were each
town of Itaborai. Games were organized as given brand-new Christmas action dolls.
well as theater presentations, art workshops,
drinks and snacks and finally, the arrival of Aladia declared, “The joy we see on the faces
Santa Claus, much to the joy of the nearly 100 of the children is the biggest reward for our
children present at the event. efforts. The work demands a lot of dedication
by everyone on the team but the smiles we get
gives us the strength to continue every year”.
Citizen Concessionaire
The Consciência Ampla Citizenship project is part the of the Consciência Ampla social program platform focusing on social
inclusion initiatives. Through these and other projects and programs at the concessionaire important information and services
are offered to people living in socially vulnerable situations as indicated by local company collaborators or by church partners.
Each family is evaluated and selected to receive various social assistance benefits including, for example, the substitution of
an old or broken refrigerator or upgrading domestic electrical wiring to reduce risks of fire. Through the organization of
monthly workshops built around specific themes, program beneficiaries also receive orientation on how to improve rational
energy consumption practices. Program participants are also registered for receiving public health services and for issuance
of citizenship documents such as birth certificates, ID cards and workbooks. They are eligible to participate in programs such
as the Electric Energy Social Tariff Program offering energy users special deductions on their monthly energy bills.
Aladia explained, “Our efforts are centered on a citizenship inclusion concept which is the focus of monthly workshops
we organize to inform community members of their rights and obligations from an ethical point of view. We point
out the importance of controlling their budgets, especially energy costs and to contribute to the sustainability concept
by reducing stress on family expenses. All our actions are designed to increase self-esteem among these typically
underprivileged people. It’s a way of helping them to wake up to a new and better reality”.
Consciência Ampla Citizenship actions are organized in conjunction with the Secretary of Social Action and the Social
Assistance Reference Centers, part of the municipal governments in the Ampla concessionaire areas of influence.
Certified origin recyclable paper 9

10. capa
Cachoeiras de Macacu, Magé, Cabo
Frio, Paraty, Maricá, Itaboraí, São
Goncalo, Niteroi and Saracuna.
During the tour in Niteroi, the bus
stopped at Ampla Headquarters to
make a special performance for company
employees and their families. The children
were enchanted by the presentation and
were excited to finally meet Santa Claus
who traveled around the state with the choir
bringing joy to the communities they visited.
Bianca Silva Costa, an Ampla employee
working in São Gonçalo was not able to
participate in the party in her city but made a
point of bringing her two-year-old daughter
Traveling stage to the festivities held in Niteroi. She said,
“The event was fantastic. It brought many
The young and enthusiastic voices in the families together. My daughter, even though
Mané Garrincha Choir presented many she’s very small, had a great time and just
traditional Christmas songs to the residents of loved the toy she was given at the event”.
18 municipalities in the state of Rio de Janeiro. More than 100 toys were distributed during
For the second consecutive year the Consciência the party. Nilza Costa Barcellos works as a
Ampla program organized the Christmas Song General Services employee at the company
cultural project for the public promoting live Legal Department; she brought her daughter
Nilza Costa Barcellos, took performances by the 14 members of the choir (Roberta) and Laura, her one-year-old
her daughter Roberta and
granddaughter Laura to under the direction of a maestro that circulated granddaughter. She explained, “I’ve worked
see the show in the state on a traveling–bus-stage especially at the company for nine years and I simply
adapted to put on the performances. Ampla love the Christmas parties. We never had
marketing analyst, Patricia Gismonto explained, Santa Claus parties when I was a child so I
“Ampla wants to transmit to adults and children really have a good time with my family”.
the magic of Christmas while promoting
citizenship values from a platform of social After the musical performance held at the
and cultural integration actions. All the company head office, the special bus drove
performances are free and open to the through the streets of Niteroi and stopped
general public”. During the months to perform in front of a shopping center
of December and November of where hundreds of people stopped to listen
this last year, the custom-adapted to the Choir. Teacher, Denise Souza was one
bus drove through the streets and of the spectators. She commented, “I was out
squares of many municipalities doing my Christmas shopping when I heard
in the state including: São João the music so I came over to see the show. It was
da Barra, Campos, Carapebus, really exciting to see the young people singing
Macaé, Santa Maria Madalena, Christmas songs. The children stood by watching
Cantagalo, Casimiro de Abreu, and shouting when Santa Claus appeared. A
Silva Jardim, Búzios, Teresópolis, really great event put on by Ampla!”
10 Certified origin recyclable paper

11. Social inclusion through music
The Mané Garrincha Choir includes 45 public school children enrolled in a school with the
same name located in Mágé. (“Garrincha” was a world-famous Brazilian soccer star who
dazzled the sports world with his brilliant, crooked legs). The musical project started 17
years ago under the organization of maestro Marcio Bonfim (see photo on right), who has
transformed the lives of many young people through music. He teaches 12 to 22 year old
students play instruments such as the violin and the classical guitar. He also gives classes
on vocal techniques, music theory, body percussion and even tap dancing.
He stated, ”I work as knowledge and culture multiplier and my hope is that the kids do the
same thing, passing on what they learned to others. The partnership with Ampla started
some four years ago; it has motivated me to keep moving forward. The students themselves
In the Media
comment that I’m helping turn stones into diamonds but for me what is more important
The Ampla Christmas Song
is that they are growing, developing and helping their families. The rewards have been
project was commented in more
fantastic. Proof of our program’s success can be demonstrated by the fact we have been
than 20 media articles including
invited to participate in the opening ceremonies of the 2014 World Cup games”.
newspapers, TV and digital
sources throughout November
The musical Christmas menu organized by the Choir includes such traditional favorites
and December of this last year.
as Jingle Bells, Silent Night and the Bells of Bethlehem. With help from Ampla, musical
On Christmas Eve, the Choir
instruments were purchased to complete the Choir’s talents. The group also puts on
put on a performance in Rio de
shows at other special event and program sponsored by Ampla.
Janeiro’s picture postcard Lagoa
district that was shown live b y
the RJ TV news show. The Búzios
performance became a top story
in the Globo Network affiliate
TV channel; TV Serra e Mar.
Many other regional newspapers
praised the Choir’s performances
including: O São Gonçalo Extra,
O Dia, O Diário da Costa de Sol,
Folha dos Lagos and the Tribune.
Various news media websites, not
to be outdone by other media
sources, also featured the Choir,
sites including: the Teresópolis
Jornal Online, O São Gonçalo
Online, JB Online, Macaé Cultura,
Cantagalo Municipal website, the
Carapebus Municipal website,
SJB Online and the Folha da
Manhã Online, all important
news media sources in Rio de
Janeiro and Brazil.
Certified origin recyclable paper 11

12. in focus
Culture
and innovation
within reach
Everything that’s good can even be better. Ampla that captured the attention of many visitors
understands this concept and has developed was the Mobile Art Workshop organized by
a new program called Amplitude. The project Giuliano Chiaradia, director and author from
consists in providing free access to culture, the Globo Network. During the course he
technology and innovation. The event is held in taught participants about the art of recording
a partnership with State Secretary of Culture of videos on movable electronic equipment such
Rio de Janeiro and receives tax incentives thanks as telephones, iPods and smart phones.
to the Law of Cultural Incentives (ICMS-RJ).
Another superstar at the event was the Real
Diving into the digital universe Break, a kind of puzzle that captured images
Ampla Marketing area analyst and project in movement and transported visitors inside
coordinator, Patricia Gismonti, explained to the experience through a touch screen table.
our reporters. “We first idealized the Amplitude Participants had the experience of digital
program as another way of bringing us closer interactivity through a series of iPads that were
to our clients. We want them to incorporate placed in front of them so they could navigate
our brand into their daily lives in a positive through an intelligent house conceived in
way. We hope to do this by offering them 3D, full of important tips on rational energy
special programs full of interesting cultural consumption. The lectures covered topics
and technological attractions.” on public lighting systems, rational energy
use, intelligent cities and the advances and
She added that the program was expanded challenges of the telecommunications industry.
in its last edition.”Up to 2000, the event
was restricted to our internal publics Music lovers were given a fantastic surprise: the
and students. It was always held in the Transformasons Show, organized by the XPLAU
Ampla building however in 2011 we group; a mixture of electronic and classical music
invited other companies to present performances. For lovers of the seventh art, the
what was new in terms of universal audience could watch a debate on technological
digital innovations - this was the first innovations. The protagonists in the debate
time we took the event outside Ampla panel included cineaste Nevile D’Almeida and
installations. The last Amplitude edition the famous director Fernão Ciampa under
was held in October, from the 25th to the mediation of journalist, Rodrigo Fonseca.
the 29th, of 2011. It was organized on Visitors were also able to watch 20 short films
the Fluminense Federal University Gragoatá that were part of a creative animation project
Campus, in Niteroi. The fair was set up in a called Baixada Animation. The results of the
huge tent on the university’s football field for Amplitude Micro-Short Films Contest were
The public was able the general public to check out the multiple also announced. The winning video, entitled
to check out multiple
interactive activities interactive activities, lectures, workshops, – Rational Consumption – You Direct this Movie,
music shows, films and digital inventions was produced by Ana Luisa Carvalho; she
that were on display. One of the attractions received a new iPad as first prize winner.
12 Certified origin recyclable paper

13. special report
Consciência Ampla,
a Ciertec Highlight
Ampla participated in the VII Ciertec Seminar Bracier president director, Sergio Souza Dias,
– New Practices and Technologies for a affirmed that the debates presented served as
Sustainable Energy Sector, held in the south a base for developing new projects by energy
of Brazil, in Porto Alegre, from November 21st companies, generating more benefits and
through to the 23rd. This edition focused on improving the quality of sectorial products and
promoting responsible business practices and services. During the seminar, smart grids were
advanced technology and energy efficiency also discussed; intelligent networks containing
themes. The seminar promoted by Bracier large-scale automation systems designed to
(Cier Brazilian Committee) is one of the most perfect energy consumption meter monitoring
important events of its kind in all Latin America as one of the improvements to be incorporated
and brought together representatives from in the electric system in Brazil.
private and public companies and institutions
who participated actively in courses, debates, Another event held in 2011 in which Ampla
lectures and exhibitions. participated was the Quality Management and
Social – Environmental Responsibility Seminar.
Gislene Rodrigues, responsible for the Ampla The two-day event was held in November (9th
Social Project area presented a lecture entitled -10th) at AES Eletropaulo and was organized
“Efficient Energy Management - public policies by Abradee (Brazilian Association of Electric
Ampla’s Gislene Rodrigues
designed to promote energy efficiency: Energy Distributors). Ampla, a highlight giving a lecture at the
VII Ciertec Edition
reflections on energy efficiency programs in the Ethos Questionnaire,
for social and environmental sustainability presented lectures on
in Brazil”. Throughout her presentation, she waste management
talked about social actions integrated with models and the
energy loss combat techniques adopted Consciência
by the company. She also talked about the Ampla social
creation of the Consciência Ampla Program programs.
and the many awards that the company has
received over the years.
Gislene said, “Our participation in the Cier-
Bracier was very important as this is one
of the most prestigious events of its kind.
Our experience proves that it’s possible to
build, in connection with other companies
in the sector, a modern electric industry
based on the sustainability philosophy when
embraced by companies and society to
make important gains for the country. She
pointed out that this was the first time that
Ampla social projects were incorporated into
the topics at the event.
Certified origin recyclable paper 13

14. learning network
Efficient management in theory and practice
The most important resources at any company are people, in other Foundation not only wishes to recognize the enormous efforts
words, collaborators, employees and contracted personnel. made by our professionals; we also want society to appreciate the
The more these people are prepared, the better the initiatives we’ve made to improve the energy area in the country”
results of the company will be. But, like anything else,
an efficient management system is essential. In A success story at Endesa Brasil
1998, 26 key electric energy organizations created Mr. Pereira went on to speak about a project created by
an entity called the Coge Foundation (Business Endesa entitled “Knowing how to live – a Management
Management Committee Foundation) for the model”, which won first prize last year for its “Work Safety and
purpose of promoting and improving business Health Management Model. The program was the result of a
Eduardo management procedures and at the same reformulation among the companies in the Endesa holding group
de Souza
Pereira
time, create added value by building a modern targeting zero accidents on the job and expanding awareness
technical and organizational culture. among its employees about the importance of adopting accident
prevention attitudes and actions. Eduardo explained, “The focus
Eduardo de Souza Pereira, Director Superintendent of the program was to change people’s attitudes toward job
of the Coge Foundation stated, “We understand the safety and set guidelines to teach people how to improve the
important role that the Brazilian energy sector plays in everyday things we do related to health, job safety and quality of
the country and it is our responsibility to disseminate our life. The Respect for Life concept was incorporated into Endesa
experience and knowledge. We regularly organize research Values and as a result, the organization has attained significant
surveys and training programs and provide consulting services reductions in the frequency and severity of work accidents. This
and assistance. We promote special courses and seminars. kind of information must be made available to society as it serves
We also develop projects for the continuous improvement of for a working model for every other company in Brazil”.
our methods and procedures because what we need to do is
organize electric sector companies in a more efficient manner”. Eduardo said that the Coge Foundation perspectives for 2012 are
the best possible and include continuity of the relevant work done
Eduardo mentioned a successful example of the actions taken by for the sector and Brazil over the last year. Some of the priorities
the Foundation by pointing to the expressive number of member in 2012 include the expansion of training programs organized in
companies and associations. Over the last 13 years, Coge grew partnership with various technical entities in the electric energy
from 26 associates to 67 private and public organizations that sector as well as the continuous development of consulting
are collectively responsible for more than 90% of electric energy services projects to respond to specific needs in the industry.
production, transmission and distribution in Brazil. Another target is the organization of an Accident Statistical Report
for the Brazilian Electric Sector and will include action proposals to
The director superintendent also highlighted the work done to improve employee job safety as well as the safety of contracted
disseminate good business practices. He said, “We created the Coge personnel and the population in general. In 2012 attention
Foundation Award which is given to companies for creating the given to energy efficiency will be intensified and of course, the
best projects and most successful business practices in the country. organization of the 12th edition of the Coge Foundation Awards.
Over the last 11 editions, we brought together some 500 projects
and initiatives that clearly demonstrate how the Brazilian electric He concluded by saying, “We are sure this will be a very
sector has made important contributions productive year in which Brazilian Electric Sector companies
to the social development of the and organizations will implant and expand best management
country. This patrimony is practices so that the services they all provide to Brazil will be
certainly a reason for safer and more efficient. For us at the Coge Foundation, we
pride and satisfaction will continue with our mission of encouraging the creation
for everyone in and dissemination of business practices to encourage
the industry. The sustainable growth in Brazil”.
14 Certified origin recyclable paper

15. digital awareness
Ampla virtual channels reach
more than 4 million people
350.000
300.000 313.352
250.000
200.000
150.000
100.000
50.000
sept/09
nov/09
jan/10
mar/10
may/10
jul/10
sept/10
nov/10
jan/11
mar/11
may/11
jun/11
sept/11
nov/11
dec/11
channel
TUNE THE
FUTURA
Futura Channel and Ampla present
Canal Futura e Ampla apresentam a série
an animated series – Barrinhas
“Barrinhas”
The Futura TV channel is bringing viewers something
O Futura different during program intervals, a short,
new and traz uma novidade durante os intervalos
animated series called Barrinhas. Produced by
da programação, a série “Barrinhas”. Produzida
pela Giroscópio the personalities are made of
Giroscopio Filmes, Filmes, a animação com
colorful modeling clay sticks and give consumers
massa about rationaldá dicasuse, electric safety
tips de modelar energy sobre consumo
at home andde energia, segurança and
consciente the importance of social e
responsabilidade socioambiental.
environmental responsibility actions.
Be sure to watch Barrinhas whenever you
Assista “Barrinhas” durante os intervalos da
can during the intervals of Futura TV channel
programming also available lojas da Ampla
programação do Futura e nasat Ampla stores.
Certified origin recyclable paper 15

16. tips
Vacations with lots
of No-risk Fun
School vacation time for children is a time company professionals who organized
for fun and games – safe, responsible fun the events also talk to the children giving
and games, especially when playing around them important information about how to
electric energy installations. According to avoid accidents.
statistics collected by the Brazilian Association
of Electric Energy Distributors, contact with The project includes a well-planned
electric lines and installations caused 304 awareness campaign for the population
deaths in 2010. To combat reoccurrences living in energy distribution areas for which
of these accidents, Ampla has created the the company is responsible. Monthly electric
Vacations with energy bills also carry messages for parents
No-risk Fun about how to protect their children during
Campaign vacation periods. The municipalities where
thing of a series of the campaign is implanted are normally those
lectures given by company with high accident rates and include São
employees in state and public Gonçalo, Niteroi, Petropolis, and Teresópolis,
schools. The objective is to Angra dos Reis, Campos, Macaé, Maricá,
warn children and young Cabo Frio, Búzios and Saquarema.
people about the risks of flying
kites or participating in other
playtime activities at locations near
electrical system installations and Share these tips
substations. Pamphlets are distributed at
the lectures to reinforce the message. The
with your family:
• Do not fly kites near overhead energy
lines. Contact with an energized cable
can cause electric shock and burns
as well as short-circuits in household
wiring and appliances;
• Never use wax and ground glass on kite
lines - they can cut electrical overhead
lines and cause shocks and burns;
• If a kite gets tangled up with overhead
electrical cables – do not try to release it;
• Do not fly kites or play ball close to
roads and highways. Avoid becoming
a traffic accident victim;
• Stay clear of high places like roof-tops
– falling from a high place can result in
serious injuries;
• Never fly kites or play ball close to electric
substations. Never go into a sub-station
area to retrieve a ball or a kite.
16 Certified origin recyclable paper