Andréia Repsold | JB Entrevista - Pedro Werneck

LIDE RIO DE JANEIRO

16 Nov 202216:33

Summary

TLDRIn this insightful podcast interview, Andreia speaks with Pedro Werneck, the co-founder and president of Instituto da Criança. With a career spanning over 35 years, Pedro shares his journey from his early interest in social responsibility to his current role in the non-profit sector. The Instituto da Criança was born out of Pedro's desire to support children in need and has since expanded to include family education programs and corporate social responsibility initiatives. The institute has impacted over 17,000 lives and has collaborated with major corporations like Petrobras, XP, and Rede D'Or to integrate social responsibility into their business models. Pedro emphasizes the importance of passion and human connection in social work and encourages individuals and companies to engage in social projects, offering not just financial support but also material donations and professional expertise. The Instituto da Criança serves as a platform for social development, open to all who wish to contribute to human development, and invites people to connect through social media and their website.

Takeaways

👨‍💼 Pedro Werneck, the co-founder and president of the Institute for the Child, has over 35 years of experience blending business administration with social responsibility.
🌱 Since his childhood, Pedro was drawn to social responsibility and helping those in need, which later became the foundation of his work with the Institute for the Child.
🏢 The Institute started informally, supporting children and families, and later evolved into a formal entity in 1997 to address the needs of children from various environments.
👨‍👩‍👧‍👦 A family education program called 'Espaço Cidadão' was created in the early 2000s to address issues like citizenship, family planning, and interpersonal relationships.
📈 The Institute has grown significantly, reaching over 17,000 people across Brazil and has influenced corporate social responsibility practices, with more than 210 million reais in impact by 2021/2022.
💼 In 2008, Pedro transitioned from the private sector to fully immerse himself in the Institute, aiming to integrate corporate standards into social operation models.
🤝 The Institute offers a 'quotas program' for companies to invest monthly and in return receive benefits, fostering active participation in social responsibility.
🌟 The Institute has advised major companies like Petrobras, XP, Rede D'Or, and others, helping them develop and manage social responsibility actions.
🔍 The selection and choice of projects are done through a comprehensive evaluation of the company's current status and the needs of the community, using a network of over 500 civil society organizations.
👥 The Institute's team consists of over 50 trained professionals who are passionate about social work and are equipped with the Institute's proprietary technology developed over 28 years.
❤️ Solidarity and the act of donating are seen as reciprocal; while offering help to others, one also gains a sense of purpose and fulfillment.

Q & A

Who is the main guest in the podcast?
-The main guest in the podcast is Pedro Werneck, co-founder and President of the Institute of the Child.
What is Pedro Werneck's background?
-Pedro Werneck has over 35 years of experience in blending the formation and administration of companies with commercial representation and his vocation for the third sector.
What was the initial motivation behind the creation of the Institute of the Child?
-The initial motivation was Pedro's strong interest in social responsibility since his childhood, particularly in helping people in need, such as those on the streets.
How did the Institute of the Child start?
-It started as a movement without a name or formal identity, supporting a family with many children and another institution full of children. After three years of development, it was officially named the Institute of the Child in 1997.
What is the Espaço Cidadão program about?
-The Espaço Cidadão program, created in the early 2000s, focuses on family education, covering topics like citizenship, family planning, interpersonal relationships, alcoholism, and drug use.
How has the Institute of the Child evolved since its creation?
-The Institute has evolved from focusing solely on children to also considering the family, creating programs like Espaço Cidadão, and later becoming a social operation model within corporate standards to attract companies for social responsibility initiatives.
What is the significance of the 'quotas program' offered by the Institute?
-The quotas program allows companies to invest a monthly value, and in return, the Institute offers benefits to the company. This program enables companies to actively participate in social responsibility efforts.
How does the Institute of the Child support companies in their social responsibility efforts?
-The Institute provides advisory services in the areas of social, environmental, and governance aspects. It helps companies understand their current status, develop social responsibility actions, and manage operational aspects of those initiatives.
What is the role of the 'rede integrada do Instituto' (Integrated Network of the Institute)?
-The Integrated Network of the Institute consists of over 500 civil society organizations across Brazil. It provides support to social entrepreneurs leading projects by offering resources, technical skills, and interpersonal relationship competencies that they often lack.
How does the Institute of the Child select the projects it supports?
-The Institute conducts social diagnostics to understand the needs, weaknesses, and strengths of the institutions and regions. Based on this, they work with companies to select projects that align with the company's willingness to invest and the social impact potential.
What type of professionals work at the Institute of the Child?
-The Institute employs over 50 professionals trained in its own methodology developed over 28 years. These professionals come from diverse areas and are passionate about social work.
How can individuals and companies get involved with the Institute of the Child?
-Individuals and companies can reach out to the Institute through its social media platforms like Instagram, Facebook, LinkedIn, or via its website. They can offer financial donations, materials like clothes and toys, or professional services such as teaching or consulting.

Outlines

00:00

😀 Introduction and Background of Pedro Werneck

Pedro Werneck, co-founder and President of the Institute of the Child, is interviewed by Andreia from Rio de Janeiro. With a career spanning over 35 years, Pedro discusses his journey and passion for social responsibility, which began in his childhood. He shares how he and his brothers started supporting a family with many children, which eventually led to the creation of the Institute of the Child in 1997. The institute initially focused on children but later expanded to include family education through the 'Espaço Cidadão' program, addressing topics like citizenship, family planning, interpersonal relationships, and substance abuse.

05:01

💼 Transition to Social Entrepreneurship and Corporate Partnerships

In 2008, Pedro left the private sector to fully dedicate himself to the Institute, aiming to integrate corporate standards into social operation. With the support of his brother and friends, they developed a model for the Institute to attract corporate partnerships. They created a quota program where companies could invest monthly and, in return, receive benefits and an active role in social responsibility. This approach has been impactful, with over 210 million reais raised as of 2021/2022. The Institute also collaborates with major companies like Petrobras, XP, Rede D'Or, and others, assisting them in their social responsibility endeavors.

10:03

🤝 Selecting and Supporting Social Projects

The Institute has a network of over 500 civil society organizations across Brazil, supporting social entrepreneurs who lead projects that often struggle with financial and technical resources. The Institute helps fill these gaps, enabling the continuation of their work. They conduct social diagnostics to understand the needs and characteristics of different regions and institutions, allowing companies to choose projects they wish to invest in. The Institute then manages the operational aspect of these initiatives, using a proprietary technology developed over 28 years.

15:05

🌟 The Impact of Solidarity and Involvement with the Institute

Pedro emphasizes the importance of passion in social work and the transformative power of solidarity. He believes that helping others and contributing to their well-being brings a sense of purpose and joy. The Institute's work has led to significant social changes, improving lives in various areas such as education, employment, and personal relationships. The Institute is open to collaboration with individuals, companies, and professionals who share the goal of promoting human development. They welcome donations in various forms, including materials, knowledge, and expertise.

Mindmap

Keywords

💡Corporate Social Responsibility (CSR)

Corporate Social Responsibility refers to a company's commitment to act ethically and contribute to economic development while balancing the interests of all stakeholders. In the script, Pedro Werneck discusses how his organization, the Instituto da Criança, helps companies integrate CSR into their business models, which is crucial for their growth and reputation in the modern world.

💡Third Sector

The third sector typically refers to non-profit organizations and entities that are neither government nor business. Pedro Werneck mentions his vocation for acting in the third sector, indicating his commitment to social causes and non-profit work as a part of his professional journey.

💡Social Entrepreneur

A social entrepreneur is someone who pursues innovative solutions to social problems and leverages start-up culture to create positive societal change. The script highlights the figure of the social entrepreneur as someone who leads and sustains projects, often facing challenges due to lack of resources, which the Instituto da Criança aims to support.

💡Instituto da Criança

Instituto da Criança is the organization co-founded by Pedro Werneck, focused on children's welfare and later expanded to include family education and community development. It serves as a central theme in the video, illustrating the evolution of social work from a grassroots movement to a structured institute with a significant social impact.

💡Social Impact

Social impact refers to the effects or changes caused by an organization, policy, program, or individual's actions on the social fabric and social interactions. The Instituto da Criança's work is centered around creating social impact through various programs and initiatives aimed at education, health, and community development.

💡Solidarity

Solidarity is the concept of unity and mutual assistance within a group, often based on shared values and interests. In the context of the video, Pedro Werneck emphasizes the importance of solidarity in driving social change and the transformative power of collective efforts to improve societal conditions.

💡Sustainable Development

Sustainable development encompasses meeting the needs of the present without compromising the ability of future generations to meet their own needs. The script discusses how the Instituto da Criança's projects not only provide immediate benefits but also aim for long-term, sustainable improvements in communities.

💡Social Entrepreneurship

Social entrepreneurship involves the application of start-up strategies to drive social change and solve societal issues. Pedro Werneck's transition from a private sector businessman to a social entrepreneur is highlighted, showcasing his commitment to using business practices to address social problems.

💡Community Development

Community development is about working with and for a community to improve the quality of life for its residents. The Instituto da Criança's programs, such as Espaço Cidadão, are designed to empower communities through education and engagement, which is a key aspect of community development.

💡Philanthropy

Philanthropy is the act of promoting the welfare of others, primarily through the donation of time, money, or resources. The script mentions various forms of philanthropy, including financial donations, material contributions, and pro bono work, which are essential to the functioning and success of the Instituto da Criança.

💡Social Innovation

Social innovation involves creating new concepts, ideas, or organizations to solve social problems or meet social needs. The Instituto da Criança's approach to addressing social issues through innovative programs and partnerships exemplifies social innovation in action.

Highlights

Pedro Werneck, co-founder and president of the Institute for Childhood, has over 35 years of experience blending business administration with social responsibility.

Pedro has always been passionate about social responsibility, starting his journey at a young age by helping those in need.

In 1997, Pedro and his team formalized their social efforts by establishing the Institute for Childhood, initially focusing on children in need.

The Institute has expanded its focus to include family education through its 'Espaço Cidadão' program, addressing topics like citizenship, family planning, and interpersonal relationships.

The 'Espaço Cidadão' program has reached over 17,000 people across various regions of Brazil since the early 2000s.

In 2008, Pedro transitioned from the private sector to fully dedicate himself to the Institute, aiming to incorporate corporate best practices into social operations.

The Institute created a quota program for companies to invest monthly, offering them benefits in return and an active role in social responsibility.

By 2021/2022, the Institute's efforts have resulted in over 210 million reais being directed towards social projects.

The Institute is currently advising major companies like Petrobras, XP, Rede D'Or, and others on social responsibility initiatives.

The selection and choice of social projects are made through an integrated network of over 500 civil society organizations across 19 states in Brazil.

The Institute provides operational management for social actions, with a team of over 50 trained professionals using the Institute's proprietary technology.

The Institute's work is not limited to a specific area, sector, or age group but focuses on projects that have a social impact and contribute to human development.

Solidarity and passion are key components for individuals wanting to work in the social sector, according to Pedro.

The Institute has witnessed the transformative power of their work, changing entire communities through small projects that grow over time.

Individuals and companies can engage with the Institute through various means, including financial and material donations, as well as professional knowledge sharing.

The Institute is open to all and actively seeks to inspire solidarity, aiming to extend the capacity to improve the lives of others.

Pedro emphasizes the importance of action over words when it comes to gratitude and social responsibility.

The Institute is active on social media platforms and has a user-friendly website for easy engagement and contribution.