Rio 2016: a catalyst for social change

In the lead up to Rio's Olympic Games, sport is driving initiatives for economic and social transformation.

What began as a volleyball training initiative in the state of Paraná has become a far-reaching programme for sustainable social transformation across Brazil’s major cities. With 46 centres in São Paulo, Paraná and Rio de Janeiro, the Rexona-AdeS Sports Citizen programme has trained over 4,000 school teachers, and encouraged 72,000 children to develop social values and skills through sport and team activities. The programme began in 1997 through a partnership between Unilever’s Rexona brand and the Government of Paraná, led by the Brazilian volleyball team coach Bernardo Rocha de Rezende, better known as ‘Bernardinho’. It uses sport to promote the social value of teachers, and to create a sense of community and responsibility amongst young people from low-income families in urban areas. With Rio to host the 2016 Olympic Games, sport is acting as a powerful catalyst for economic and social change. The goal to transform a city with a reputation for drugs and violence into a safe and flourishing place was the winning aspect of Rio’s bid. As Mayor Eduardo Paes said during the official presentation: “Rio 2016 will deliver…many years of inspiration, social change and sports development that will make a difference for generations to come”.

–Lottie Butler

23 February 2010

Lottie Butler