The term social consciousness has been a buzzword throughout the 21st-century with many many businesses deciding the time was right to develop their own socially conscious funds and programs. The Grupo RBS media brand from Brazil has been working in this area since the early 1980s when the founder of the Rio Grande du Sol-based media brand, Mauricio Sirotsky Sobrinho decided to establish what was originally known as Fundacao RBS. Over the course of the life of the Grupo RBS brand, the social fund of the company has been building its importance with a name change recently completed to honor the founder of the brand. To know more about RBS visit linkedin.com
It was Mauricio Sirotaky Sobrinho who identified the needs of the people of Santa Catarina and Rio Grande du Sol and decided to address them with a charitable fund that would raise awareness. The awareness of social issues has been growing over time with the founder of Grupo RBS looking to focus much of the work of his philanthropic fund on the lives of children and young people.
One of the most important campaigns undertaken by the Grupo RBS brand was addressing the drug problems facing young people across Brazil by 2011. In that year, the social justice fund of Grupo RBS, now known as the Mauricio Sirotsky Sobrinho Fund began its nationally acclaimed crack abuse awareness campaign. The “Don’t Even Think About Crack” campaign became so effective it was broadcast far beyond the traditional broadcast regions of the Grupo RBS brand. The effectiveness of the Grupo RBS campaign to raise awareness about the dangers of crack use throughout Brazil led to the establishment of the Instituto Crack, Nem Pensar, or the Don’t Even Think About Crack Institute. The power of the messages being pushed out by RBS showed how an effective campaign can be created over the course of the campaign and in the years ahead.