SESC SP - 21ST CENTURY by Sesc em São Paulo

SESC SP - 21ST CENTURY

se sc

sesc sp - 21st c.

sesc sp - 21st century

Combining thinking and acting 17 Abram Abe Szajman

Permanent transformation 21 Danilo Santos de Miranda

Figures and an important mission 25

Timeline 57

Networked action 79

Education as culture 139

Sports are for all 179

Healthcare and healthy eating 197

Communicate to educate 207

International relations 219

Sesc SP units 233

sesc sp - 21st c.

Combining Thinking and Acting

Not always does thinking and acting walk hand-in-hand, and individuals are generally classified according to their greater or lesser inclination towards theory or practice. However, although both profiles might be socially useful and necessary, history has been repeatedly demonstrating that the greatest advancements are achieved when, in a certain human group, individuals whose personality gathers both elements in a combination characterizing authentic entrepreneurship emerge as main players. This is what happened in 1946 when a group of notable business leaders took the initiative of creating a set of socio-educational entities, including Abram Abe Szajman Sesc - ServiĂ§o Social do ComĂŠrcio (Social SerRegional Board Chairman vice for Commerce Workers) for the purpose of effectively contributing to social inclusion and improving standards of living of the urban worker population that grew at a much faster pace than public services could assist them. With such measure, those leaders predicted the future and discerned what should be done to better shape it to the countryâ&#x20AC;&#x2122;s 17

needs and aspirations. Their performance, that is inserted in a general environment marked by optimism, creativity and dynamism that have immortalized the 1940s and 1950s as the “golden years” in the collective memory of Brazilians, produced concrete results that may be measured by the growing number of Sesc units, in the multiplication of square meters of built space in those units or the thousands of individuals assisted weekly in several activities. In addition, similarly or even more important than those figures, Sesc units have also produced uncountable benefits to millions of people who, thanks to Sesc, see their lives grow richer with new meanings, new opportunities for social relationships and personal growth, and new dimensions to exercise free-will and citizenship. To us – their successors – Sesc founders left as heritage the challenge and encouragement to continually exercise, keep, manage and expand their extraordinary legacy, the ability of uniting thinking and acting, seeking to make the institution always more able to produce responses that are fit to the problems posed at each historical phase and even anticipating such problems, identifying trends that are seen as potential needs and getting ready to meet such needs already at their initial phase. It is with pride, enthusiasm and humility that the business community for the trade of goods, services and tourism of the State of São Paulo, together with their peers in the other federative units of Brazil, is making daily efforts to exercise such honorable role with dignity.

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PERMANENT TRANSFORMATION

Since its foundation in 1946, the Sesc (Social Service for Commerce Workers) attentively monitors and participates in the paths travelled by the Brazilian society. A rich history and, as such, filled with troubles and tranquilities, biases and certainties. In that trajectory, we always sought, with the same zeal, to play an active role in the heat of events, with the prudence and creativity required by our ethical sense. Having the defense of values that promote citizenship as one of its priorities, the Sesc keeps its untiring efforts to improve the quality of life of those Danilo Santos de Miranda who work with the commerce of goods, serSesc SP Regional Director vices and tourism, on a first level, and then extends its services to the communities of the surrounding areas of its cultural, sports and healthcare centers, and to other citizens, as an institutions mainly focusing on issues concerning mankind. Therefore, the institution takes seriously the term â&#x20AC;&#x153;Socialâ&#x20AC;? that is part of its name. In a peculiar and intense manner, the Institu21

tion leads its history to actively participate in the country’s biography, in a fruitful combination with the country’s development. In the State of São Paulo, the Sesc keeps consistency with the specificities of both spaces and times, without losing the educational value that has sustained the Institution since its founding document, the Social Peace Letter. From the beginning, it migrated from an explicitly paternalistic nature to the modus operandi that led it to be recognized in the national territory, as well as worldwide, with strong emphasis on Culture. Such distinction neither summarizes nor softens the work developed in São Paulo; on the contrary, it opens a window of possibilities that the word itself, understood in its anthropological sphere, permits. Culture, in this case, implies much more than the enjoyment of artistic activities (also of paramount importance to the entity); it also includes human reflection, action, and development. In the Sesc SP history, the Institution has left indelible marks with programs that became paradigms for the work of the government and/or sociocultural institutions. One example is preventing food waste encouraged by the Mesa Brasil program, absorbed by the government in the federative sphere or even the Social Work with the Elderly that, in 1963, started actions and reflections about aging, at a time when the country was still known for its young population, and older adults were still seen as a number that designated them as people not economically active. Another example is the Curumim Program involving 7-12-year-old children in a bold non-formal education proposition. In its incursions through experimentation exercises, still in the 1960s the Sesc created the UNIMOS (Mobile Units for Social Orientation) Project whose purpose was to disseminate the institution’s work and mission throughout the State of São Paulo. Therefore, this occurred before the establishment of spaces that are distributed today through the State of São Paulo territory, but appeared as activation energy to understand an audience in its idiosyncrasies and desires, different from the capital-city audiences and the work that is conducted today. Starting in the 1980s, the cultural,

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sports and healthcare centers, known as Operational Units, started to gain strength and are now part of a cultural access policy that characterizes the Sesc till today. With its actions now in the 21st century, Sesc S達o Paulo cultivates the integrity of its mission in servicing its target audience, seeking not to lose the power that involves all the communities where it is inserted so that the heralded quality of life does not incline to one side only, causing social imbalances that are pulverized all around. For this reason, the Sesc nurtures its belief in a fairer and more equalitarian society to provide a more consistent sense to its actions and therefore to be able to go beyond its theoretical discourse. This publication is a small part of the work of thousands of employees that turn their daily work into communion with the public and the agenda; a voluminous group, consisting of about five thousand people who seek to be cohesive and coherent with the society where they are inserted in the sense of their most comprehensive understanding and possible transformation into a more humanistic path, where respect to the several and pluralist cultures are the pillars of our permanence in this world.

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FIGURES AND AN IMPORTANT MISSION

IN 2012, Sesc SĂ&#x192;O PAULO recorded 20 million people in its 34 units. Those people were engaged in many activities totaling about 115 million services delivered. In the cultural area, over 12.5 million people attended art presentations â&#x20AC;&#x201C; i.e., about 9,000 theater shows; 6,000 musical performances; 960 visual-art exhibitions; 4,000 cinema and video sessions; and 930 dance presentations. Also in the cultural area, over 590,000 services were delivered in cultural/artistic development activities. In the Education Program, about 9,000 workshops, lectures and seminars, complementary education courses and social valuation received over 20,000 students, whereas from August to December of that year the Research and Training Center recorded about 8,000 people participating in mini-courses, workshops, lectures and book lending. In the leisure area, 86,500 people were registered in the permanent courses for physical-sport development, 12.5 million services were provided in recreation activities and about 420,000 in the Social Tourism Program. In the healthcare area, over 620,000 consultations were provided in 115 dental offices, and the Healthcare Program recorded

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Body and Expression. Ivaldo Bertazzo Workshop. Sesc Belenzinho, 2011

about 13 million services delivered. As the Sesc permitted and encouraged human socialization through physical media, it provided for virtual participation through the so-called social media. Today Sesc São Paulo has over 500,000 followers of its Facebook, Twitter and YouTube profiles. In 2012, the 5,500 videos available for search on demand on the Sesc São Paulo Youtube Portal totaled over 3.5 million views, and the 60,000 people that “like” Sesc São Paulo Facebook page promoted access to 3.5 million people. In that same year, the SescTV Channel had a total audience of 31 million viewers. In some cases, physical and virtual networks overlap. This is especially important in the area of education and promotion. The 34 Sesc libraries that totaled over 4 million services delivered in 2012 coexist now with 600 internet connection points. Similarly, the combination of physical and virtual networks enables a better tuned operation for collective actions, such as the Mesa Brasil project that collected over 3,800 tons of food in São Paulo for the 120,000 people assisted by the Sesc. Current figures have great magnitude, areas of activity are many — but the purpose has always been a single one over time. The Sesc pursues a mission that was so defined at the time of its establishment in 1947: “Planning and executing, whether directly or indirectly, measures that will contribute to social wellbeing and improve the standard of living of commerce workers and their families and [...] the community’s moral and civic improvement.” To achieve such ideal, the Sesc decided to get as close as possible to those it intended to assist. Its first units were called Social Centers, and in them the Sesc already prioritized assistance to lower-income commerce workers and their dependents. The work started by promoting access of students of the State of São Paulo public schools to museums, art and culture centers and institutes, and to parks, observing the pedagogical parameters established by the State of São Paulo. Therefore, the Sesc gathered people and called them to activities at the centers. The first services provided covered, as record-

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ed in a document of the time, “nine fundamental and irreducible aspects of its manner to assist people”: medical and sanitary assistance, hospital assistance, maternal assistance, dental, recreation, education, moral and spiritual, home and legal assistance. Medical and sanitary assistance was, however, undoubtedly, the core performance at each unit. Later – in the 1960s – Sesc possibilities of assistance expanded, new facilities enabled the practice of physical and cultural activities – and became better known as Cultural and Sports Centers. A second change took place in the 1970s with the start of operation of extended scale units, such as Sesc Interlagos, opened in 1975, and Sesc Pompeia, in 1982, that enabled the Sesc to increase the offer of cultural productions. Therefore, citizens of the State of São Paulo could choose, according to the specificities of each time, how they prefer to use Sesc units for sports, culture, recreation or healthcare, in the same physical space. That permanent evolution depended a lot on the sensitivity of businessmen who have funded the project in relation to the required changes in the workers’ living conditions. Then a fair consideration for the working classes owing to their inestimable contribution to the country’s development emerged: in the form of an investment in the future. Healthier, better-trained and betterinformed workers would eventually lead to the productivity gains required to strengthen all sectors of the economy and leverage the nation’s growth. Culture for all The Sesc works with employer contributions to, as recorded in its founding document, “fill the gaps of social assistance under all aspects,” so that individuals somewhat excluded from society have a chance to be incorporated into the social and productive process or get prepared to be included in the contemporary knowledge repertoire. Thanks to its supplementary nature, Sesc’s main mission, therefore, is not and has never been, to search for definitive and universal solutions for the problems of the Brazilian soci-

De-objects Installation: The memory of things. Sesc Art Show. Sesc Santo Amaro, 2012

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ety. That is a responsibility of the Nation, of the sum of efforts of society and the State. The Sesc acts mainly in spaces where solutions are scarce or where opportunities for the continuous and full exercise of citizenship are reduced. The entity seeks to make different contents and formats of activities permanently accessible, mainly benefitting lower-income workers and socially and culturally segments that are needier. In a broader sense, that search corresponds to actually trying to follow an ideal: “Culture for all.” Sesc São Paulo’s democratic nature of sociocultural action is now expressed in three main guidelines: 1. Social inclusion – offering diversified activities and establishing a policy of subsidized prices; 2. Information and critical qualification — encouraging significant and long-lasting experiences and activities in the field of leisure and culture; 3. Participation and creation — enabling the immersion of workers and their families in the field of sociocultural creation, by producing conditions for their direct or indirect participation in that process, because each individual actually creates culture. That philosophy of work motivates the Sesc, in parallel with its daily assistance activities, to create conditions for the permanent updating of its personnel. By keeping them updated in relation to intense theoretical production in the sociocultural field, offering improvement training and cultural extension courses to managers and employees, promoting lectures, conferences and group study meetings on the theme, Sesc São Paulo has developed continuously innovative work proposals and strategies over time, with the required flexibility to meet the needs of each time. One might say that the Sesc closely followed the emergence of a new field of knowledge: that of human relations in the conduct of work groups, sports, family relations, etc. And such field became really necessary, with its possibilities, for the work of the

The performance of Sesc - ServiĂ§o Social do ComĂŠrcio (Social Service for Commerce Workers) â&#x20AC;&#x201C; results from a sound cultural and educational project that has expressed an innovation and social transformation concept since its creation by the business community of commerce and services in 1946. Over the years, the Sesc institution has been innovating by introducing new cultural action models and has highlighted education as a social transformation assumption over the 1980s. Meeting such target was made possible through intense activities in the field of culture and its different expressions, focusing on all audiences, on several age brackets and social strata. This means not only offering a large variety of events but also and

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actually contributing to longer-lasting and more significant experiences. In the State of SĂŁo Paulo, the institution has a network of 32 units, most of which being cultural and sports centers. It also offers social tourism activities, healthcare and environmental education programs, special programs focusing on children and elderly citizens, in addition to the pioneering Sesc SĂŁo Pauloâ&#x20AC;&#x2122;s Mesa Brasil, a program intended to fighting hunger and avoiding food waste, and the Free Internet Program for digital inclusion. Thus, the institution plays an informal and permanent educational role intended to valuing people and encouraging personal autonomy, interaction and contact with different expressions and ways of thinking, acting, and feeling.

Sesc in social education, consolidating as the core of its assumptions an education conducted through the group and the community, relying on motivation, interest and participation, seeking to give a democratic meaning to informal education. Valuation of individuals would be the basis, therefore, for greater social wellbeing. Not by chance, Sesc S達o Paulo, in a second phase, focuses its efforts on educative action of recreation and especially of sports activities. Designed and configured to act as a means to achieve improved standard of living for workers, the Sesc may also be understood as a strategic entity to legitimate different and necessary social ranges: Whether by contributing as a performance model, to ensure social equality, or by creating and reproducing educational mechanisms for inclusion, without which the difficulties and problems resulting from the exclusion of numberless population contingencies would grow. Therefore, it is up to the Sesc to optimize the exploitation of social and psychological contents of leisure, providing appropriate conditions for individuals to be able not only to produce ideas or make choices, but also to improve perception both of themselves and of the problems of the community where they live. Leisure, during spare time of workers and the community, is considered a significant dimension of social education and complementary to formal education that should qualify individuals for their self-development and for life in society. In S達o Paulo, the Sesc became therefore a non-formal educational entity, where continuous and comprehensive education is seen as fundamental for the full exercise of citizenship. And such permanent education should value interest in diversified themes, without being subjected to hierarchical levels that often guide other educational institutions. All types of languages are dealt with, whether of an erudite, traditional or popular, national or foreign origin. For such activities to go from project to execution, the criteria applied are transparent and generous: quality, innovation and originality.

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Accepted as a complement to formal schooling, such educational perspective is a significant element, a demonstration of how Sesc São Paulo seeks to articulate the span of its actions. The didactic purpose that characterizes all initiatives of the institution confirms the idea that understanding social life through education tools, mainly in the post-industrial reality, should enable not only the distribution of sociocultural, technological, and scientific knowledge, but should also transform and dignify life projects. The Sesc seeks to achieve, therefore, an ideal of culture as broad and multifaceted as possible and whose trends are not opposed; much to the contrary, they should complement each other. More than ever, we are now able to understand the complexity of the reality surrounding us. Our society and our critical capacity became more sophisticated and, in that process, they brought to light crucial interrelations among the several aspects of life that had been ignored or left aside. To be in line with the present and the future, the contemporary individual education, therefore, cannot be fragmented and sectorial. Constitution of an autonomous and citizenship-focused thinking Implementing a contemporary idea of individual education which corresponds to such rich complexity is mainly the great aspiration of Sesc São Paulo. In the endless efforts to achieve it, the Sesc benefits the Brazilian society as a whole and, more specifically, a part of the population residing in the State of São Paulo that is quite expressive from the quantitative perspective, but mainly and incredibly representative of several regions of Brazil. The constant search for that ideal explains why the cultural activities offered by the Sesc (theater, dance, music, cinema, visual arts, debate of ideas, etc.) share the same space as other dimensions of the process of individual education (physical activities, games and plays, health education, dental services, nutrition care, etc.). Therefore, the “artistic living” is not separated from the daily life of the population; education and culture may be treated as

two sides of the same coin or, together with health, the three sides of a triangle. The term Culture, in its strict meaning, has a relative weight that is not small, but is complemented by the search of personal and social wellbeing, and extends to a more anthropological meaning of the word: the understanding of cultural interference as an effective instrument for collective mobilization and participation, for its playful nature and for the interaction it provides, acting for reflection and debate of contemporary themes. Going beyond the artistic spheres, the concept of culture applied in the Sesc that results from the combination of internationally adopted models with their own internal complexities, involves a range of practices and knowledge that places man against the physical issues of his body, as well as the work, society, the space of cities and the world where man lives. Contemplating the sociocultural and educational factors is also, therefore, essential, because based on such factors individuals acquire the capacity to defend their own interests or collective interests and to build autonomous and citizenship-focused thinking. Gathering education and culture in its work plan, Sesc S達o Paulo intends to emphasize not only formal-education-oriented policies, no matter how important they are, but it also seeks to increase investments in humanist approaches that serve as basis for democratic-value-oriented policies and ethical-social improvement of sociability and human socialization standards. Its educational actions, therefore, are designed through flexible projects in their modalities, structures, contents and methods, in order to better meet its target audience needs. This involves constantly expanding initiatives; and investing more and more in the permanence of cultural actions of an educational nature: two crucial movements for social transformation. Such work profile, however, needs to get articulated with important issues of our time. One of them, for example, that places at stake the very existence of our species, is sustainability. The Sesc does not evade from its responsibility for encouraging the devel-

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opment of environmental awareness in the population of São Paulo and Brazil. Therefore, it seeks to substantiate and implement management programs and actions of environmental education that intensify sustainability as a guiding principle. The sustainability concept comes from a systemic and complex vision of the world, covering a set of interrelations that sustain the existing forms of life. Having balanced relations with the environment in its totality means, therefore, considering that all elements impact and are impacted by human action. Thus sustainability should be extended in its several dimensions, going beyond environmental issues. It certainly refers to ecological aspects, but also to the concept of the world and attitudes that permeate sociocultural, political and economic dimensions. To Sesc São Paulo, a sustainable way of life assumes that any human action should equally: 1. respect natural cycles, the time for renewal of resources and the limits that govern them; 2. organize a way of living in a certain space without causing degradation; 3. consume without exceeding resource renewal capacity; 4. respect human diversity that generates different forms of reproducing existence. In short, to the Sesc, sustainability means thinking of viability for the human species in the long run. Another important question posed by the contemporary world and by Sesc São Paulo’s philosophy of work, is that of accessibility, universalization of assistance and accepting all types of audiences. The theme has been contemplated by Sesc São Paulo since the 1970s, when the UNIMOS (Mobile Units for Social Orientation) were opened, but it currently has greater importance and a broader scope of guidelines. Inclusive policies constitute a crucial commitment. Our social ethics leads us to promote environments and actions that are accessible and welcoming and that enable a rupture with preju-

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Service Center. Sesc Belenzinho, 2012

diced and excluding ways of thinking, by promoting social equality and valuation of human diversity. Behavior, communication and architectural barriers must be eliminated in order to apply existing laws and regulations, in addition to contributing to the fact that all human beings have the same rights to participate, no matter their age or physical condition, understand the space, communicate and develop relationships. Accessibility refers to services provided as a whole, with a clear and specific subsidy policy, and also with Operational Units planned and oriented to universal access. This refers to the growing humanization of our services, with extended possibilities of enjoyment. In other words, individuals should be able to move as spontaneously as possible in our units, and to enjoy spaces with as little help as possible. Interacting with the city If promoting interrelation between the several phases of individual education is really an essential condition to exercise citizenship and promote collective wellbeing, Sesc work should not end within the limits of its walls. Informal education oriented to commercel workers and their families very fast led Sesc S達o Paulo to turn to the communities to achieve an even more comprehensive action, as it does today. The very design of the units and their distribution in the territory of the State of S達o Paulo was redesigned. Two good examples of the expansion in the range of services that Sesc S達o Paulo provides to citizens and the comprehensiveness of such services in the life of communities were the creation of the Social Work with the Elderly, the first program of that nature in the country, oriented to sociocultural actions for older citizens, and the Sesc Curumim program, oriented to child-adolescent development. Both actions focus on the inclusion and creation of space for discussion and questioning of new ideas and trends in the several fields of human life. By intensifying its presence in countryside cities and the capital city, whether through temporary units or permanent spaces,

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the Sesc gets more and more integrated to the landscape of urban centers of the state and also to the daily life of citizens. Interacting with the cities is part of the institutional guidelines of Sesc São Paulo, because social time occurs in the urban space: work, mobility, education, family life and associative activities. The city is also the time of culture. As a safe harbor of confluences and records of different accents, the city dialogs with experiences, learning and mainly the stories of life. The city is not limited, therefore, to a geographical concept. The city goes beyond geography and better than any other entity, it expresses the tension between geometrical rationality and the chaos of our existence. In the cities, a large number of people live with numberless complex, social, political and economic relations. Sesc São Paulo social centers have mirrored in some cases the original image of transformations of many natures in the profile of cities and their dwellers. Because cities have become more and more complex, the needs and expectations of the population have also changed, requiring responses and services that would enable a life of work and achievements indeed, but filled with leisure, culture and opportunities for personal development. For this reason, Sesc São Paulo conducts cultural projects of great impact in the cities where it is installed. Therefore, we see the constant expansion of its network of cultural and sports centers in countryside region of the state that becomes obligatory with the change of some cities into important regional centers. In addition to the architectural spaces especially designed as cultural and sports centers, the presence of Sesc São Paulo as an agent of valuation of cities has been growing through external actions, one of the responses to expand and consolidate its presence with the populations of dozens of cities. External actions, initially predominant in the countryside, in cities with physical units and their surroundings, have been growing and have been modernized also in the capital city and in the Greater São Paulo. That contribution to the collective space and certain regions,

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The Outsider Show. Plasticiens Volants Co. AnhangabaĂş, 2012

really present in the institutional work of Sesc, also results in the transformation and valuation of cities, through recovery of traditional spaces and/or historical-heritage buildings previously designed for labor and returned to the city and its population. That movement towards the community is also expressed in the surveys conducted regularly by Sesc São Paulo about the demands in most cities of the state. The purpose is to diagnose complex gaps in the life of the population or contribute to processes of urban revitalization, particularly in areas marked by residential or commercial exodus. Solutions for such cases may often come from a partnership between the Sesc and the public administration and/or the civil society, because this is the only way for community claims to be duly heard on and supported. Sesc São Paulo has always been open to it. With the physical expansion of its “equipment” (facilities) in the capital city and in the countryside, the visibility and requests for a joint work with other institutions have naturally increased. A large physical and virtual network Relying on non-formal and permanent education, the Sesc played a relevant role in the locations where it is installed, contributing to the development of assisted communities, not only with actions oriented to a prioritized audience, but also through the impact of such actions on society as a whole. In that context, Sesc Cultural and Sports Centers are an important presence that by interfacing with other institutions and through scheduled activities encourages life in the cities and helps strengthen citizenship values. Partnerships with companies, non-government organizations, class associations, foreign diplomatic representations or public agencies take several meanings and functions. In addition to making the implementation of projects viable, though support or sponsorship, for example, such partnerships may also provide a broader range and more significance to actions. The purpose of the partnerships is represented, and will continue to be so, by cultural, educational, urban and healthcare projects through specialized surveys,

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seminars and debate cycles, exchange in the training and improvement of human resources, by publishing books and producing TV broadcasting. Because the networked circulation of information and value impacts the current world, in view of the expansion in the number of units of Sesc S達o Paulo, Sesc members are now aware that they are no longer registered with specific units, as it used to be in the past, but with the Social Service for Commerce Workers in all its expressions and potentialities. Actions that articulate more than one unit, that is, networked actions have been intensified, always respecting the identity and characteristics of each one of them, but, at the same time, emphasizing the principles that are common to the institution. Itinerant activities and joint actions are a faithful reflection of such concern. The idea that the Social Service for Commerce Workers constitutes a network, therefore, necessarily larger than the largest of its units, was also perceived by the population. The access of the public at large to avant-garde cultural production, through symbolic payments or at no cost, corresponds to the process of culture democratization, where you have to approximate the public to expressive high-quality creations. In that context, the development of media and broadcasting has required the participation of people in cultural works and in the preparation of facilities designed to meet the needs of the public at large. Including different strata of society is a fundamental factor for the cohesion and transformation required for collective contemporary life. More and more Brazilians are connected to the world and, therefore, they are getting a voice. People are intensively going from relatively passive consumers of contents and technology to active producers of information. Community experiences currently circulate in different ways, at an impressive speed and significant volume of information, but this is also part of global village demands and one of the main concerns of the Sesc S達o Paulo model. The internet led the ancestral association of individuals to unprecedented levels. There was a radical

Sesc SP Editions

Sesc SP Seal

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graphic materials

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change in the organization of information production and in how people build the environment occupied by us as individuals and citizens. The march of history, grounded on technological evolution, is unstoppable, and cannot do without the multiplication of contact channels. Initiatives such as the Meu Novo Sesc platform marked the strong presence of the entity in the social media, while giving space and voice to frequent goers, aggregating, without restrictions, institution-related contents published in different spaces. That platform has a valuable transforming potential, where the process of change comes from the outside to the inside, not following a strict institutional imposition but rather the social dynamics itself. Also through initiatives such as those of the Sesc São Paulo Portal, SescTV programs, books, records and DVDs of the Sesc Seal and Sesc Editions and the diverse graphic materials, such as magazines and catalogs, the population now has almost literally the chance to bring Sesc São Paulo home. Last, but not least, it should be pointed out that Sesc São Paulo, in its administration, counts on the so-called “homegrown staff,” keeping a team of technical professionals trained internally, mainly qualified in close relationship with those who establish the guidelines and discuss the next steps. An example is found in the regional management. Danilo Santos de Miranda joined Sesc São Paulo in 1967, after public admission examination, and since 1984 he has been taken to the position of regional director several times. Such continuity enables passion for innovation and prediction of the future, backed on a deep sense of social responsibility, to be also seen as part of the administrative philosophy. It is, therefore, a permanent search for excellence and quality, distinctive features of private management and dynamism of free initiative. Also in the organizational sphere, the entity creates opportunities for development and change that will eventually benefit its customer base. Therefore, the Sesc does not have a short-term perspective in relation to its performance, but projects its vision in the medium and long term as an effective tool of social education and

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value renewal. At Sesc S達o Paulo, that perspective has been historically translated into innovation of facilities, programs, human resources, administrative efficacy, institutional identity affirmation and critical absorption of new pedagogies for sociocultural action. Therefore, we can build a broad network throughout our history that deserves to be detailed.

Digital culture. Sesc Sorocaba Opening, 2012

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Paths Series: Between the Maras and the Sea. SescTV, 2011

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Water-Based Activity. Sesc Ipiranga, 2010

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Timeline

Convergence between businessmen and workers In the 1945-1946 period, at the end of World War II, the societies involved in the conflict, including Brazil, saw a consensus emerge on the international level: there are unbalances in the socioeconomic structure as a whole â&#x20AC;&#x201D; whether or not they are inherent to it â&#x20AC;&#x201D;, which oppress a large number of citizens. The most diversified causes, both social and economic, produce contingents of workers whose wages are insufficient to meet the basic needs of their families (such as healthcare, basic education, access to cultural production in the strictest meaning of the term and sports and recreational leisure). In addition, that very consensus established that definitive solutions for those unbalances would result from a better distribution of the income obtained from economic growth, complemented by the access to basic social services provided by the State that would meet peopleâ&#x20AC;&#x2122;s desires and needs with quality and competence. Thus, in order to correspond to urgent social needs that impacted both rural and city workers, who demanded wellbeing and equal

opportunities, employers decided to create a Social Fund applicable to works and services that would benefit employees of all categories, and would provide social assistance in general. Brazil, at the time, gave continuity to the industrialization process and, as a consequence, the urbanization process, started in the military rule. São Paulo was already an active and cosmopolitan metropolis, that is, as stated in the advertising slogans, “the world’s fastest growing city” and “the city that cannot stop.” However, the growing migration of population contingents from rural areas to the cities also caused challenges that threatened to increase social tensions. The new populations suffered with the precarious urban infrastructure, and the municipal and state administrations were in no condition to totally respond to the growing demands. In addition to the educational and housing deficits, tuberculosis, malaria and polio were diseases that affected very harshly the less favored classes. From May 1 to 6, 1945, the Brazilian business community of commerce, industry and agriculture gathered in the mountain city of the State of Rio de Janeiro Teresópolis to the so-called Conference of Producing Classes. The initiative had been taken by some business leaders at the time, including Roberto Simonsen, João Daudt d’Oliveira and Brasílio Machado Neto. The immediate purpose of the meeting was to find ways to reconcile economic growth and social justice, by creating actual conditions for the incorporation of new urban populations into effective citizenship. The broader objective was to create a social environment to enable the return to democracy among us, and its future stability. The Conference resulted in a firm declaration of intentions, directed to the nation, where their humanist and compassionate purposes became evident: the Social Peace Letter. In such letter, the signatories took the public commitment to provide the country, using their own resources, with an expressive contribution to lessen the social problems that affected all Brazilians. The guiding principles of the Social Peace Letter proposed the creation of entities to be supported with employer contribution and

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dedicated specifically to social service to the benefit of workers. For such principles to be put into practice, however, the country had to wait for the actual return to democracy. In December 1945, General Eurico Gaspar Dutra was elected president of the country, giving rise to a new democratic stage of our history. In the following year, 1946, the Senac, Sesi and Sesc were created, and the implementation of the Sesc was made officially effective on September 13, 1946, through decree-law 9853, signed by the new president. The decree established that the National Confederation of Commerce would take the responsibility for creating the Sesc (Social Service for Commerce Workers), for the purpose of planning and executing, whether directly or indirectly, measures that would contribute to the wellbeing and improvement of the standard of living of commerce workers and their families and also to the moral and civic improvement of collectivity. Through such entities, therefore, a unique partnership emerged among the State, employers and employees that would actually enable businessmen participation in the solution or mitigation of social problems in Brazil. After the new entity was established on the national level, it started operating on the 9th floor of the building of the Rio of Janeiro Trade Association, on Rua da Candelária. About 45 days after its establishment, more precisely on October 30, 1946, the Sesc Regional Board, then chaired by Brasílio Machado Neto, was established in São Paulo. His namesake grandfather had been a well-known jurist and politician, and his father, the author of the funniest modernist portrait of São Paulo in the 1920s, the classic book Brás, Bexiga e Barrafunda. Brasílio Neto had held, since 1944, the position of president of the São Paulo Federation of Commerce. His life would be marked by an intense business and social activity. Foundation and the first Sesc São Paulo units (1940s) The first Sesc São Paulo office was installed in a suite ceded by the São Paulo Trade Association, on Viaduto Boa Vista. It had just four employees. Sesc São Paulo Regional Board, advised by a group of consultants from several segments of society (trade-union lead-

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Reading the Social Peace Letter, 1945

ers, doctors, sanitarian experts, engineers etc.), established the prioritized activities: medical, dental, sanitary and hospital assistance, in addition to legal assistance to commerce workers and their families. However, the scope of services was broad and, to cover it, the Sesc needed to find new paths, because its activity had nothing similar in Brazil. There were no models to be followed. The decision was then to work based on Social Centers, often modest homes rented in the capital or in some countryside cities that would work as “core units” of the institution, i.e., pools that would irradiate the social services provided. With the acquisition of its own office, on Rua Florêncio de Abreu, in January 1947, the entire process became a reality. The first Social Center opened was that of Av. Celso Garcia, in Tatuapé, on the symbolic public holyday of May 1. Also in 1947, in August, the Central Clinic of Specialized Services started operating in the entity’s building that provided medical assistance. It was probably the best expression of the first Sesc São Paulo phase, because, although medical-dental services were also provided in the Social Centers, the new clinic reflected, on a larger scale, the emphasis of the work on public and worker health. In that same year, the sports department was created “as an experimental activity,” but soon the success of the activities provided in the different units that operated as elements “to gather commerce workers” made similar initiatives become a routine. Meanwhile, other pioneering units started to emerge, in Bela Vista, Santana, etc. The Centers operated from 6 am to 10 pm, in three periods for medical and dental services and without interruptions for other services. Those pioneering units also include the Água Branca Social Center, opened in 1948. The “social visitor” service started there in that same year in November, and it provided home assistance to the neediest families of commerce workers residing in the district. In the countryside, the move was also intense. In the beginning of 1948, Campinas and Santos had their first Social Centers installed.

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Another milestone of that first phase was the opening of the Commercel Worker Restaurant, on Rua do Riachuelo, in the capital city, that worked in the ground floor of the building of the State of São Paulo Federation of Commerce Employees. With subsidized prices, the restaurant became necessary, stated the 1948 report of activities, for the fact that there was “a large number of young commerce workers that do not eat correctly because they have no financial resources.” As the best work of the year, Sesc São Paulo built a vacation camp in Bertioga whose innovative proposal would serve as model for hundreds of similar initiatives in Brazil as a whole. It was based on the concept that valuing spare time and leisure of workers was also an aspect of social wellbeing. 1950s In the early 1950s, Sesc São Paulo already had four hundred employees. About 60,000 people were assisted per year, including the capital and the units in the countryside. Its initiatives were then publicized in a newsletter, Sesc em Marcha, (Sesc in Action) with 10,000 copies. The period was marked by an increase in the number of leisure hours in the life of workers, as a consequence of the gradual reduction in the work shifts. But the challenges to provide such spare time with greater quality were still significant. Naturally, thanks to the increase in the physical network in the capital and in the countryside, the growing contact with commerce workers required a diversification in the assistance provided by Sesc São Paulo, without compromising its priorities. By the end of the 1950s, the work oriented to collective development was started, mobilizing the communities of countryside cities and the capital city towards educational, healthcare and sociocultural activities. Already in 1951, the first National Convention for Sesc Technical Professionals was held in the Bertioga Camp. On the occasion, the course of action that the entity should take in the future was discussed, and new guidelines were established. The main guideline

Bento Pires de Campos Unit, installed at Av. Celso Garcia, 2424, 1947

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referred to a significant increase in educational activities, covering several areas related to the objectives of Sesc São Paulo: courses for pregnant mothers, hygiene and health, foreign languages and Portuguese, cutting and sewing, modeling, nursing practices, ballet, etc. However, the very nature of its activities led Sesc São Paulo to continue developing in the field of human relations in the workplace and in sports and for this reason they were also disciplines in specific courses at the time. In that context, the so-called “Social Group Service” was created and had several impacts in the programming of the units. Such movement explains Sesc São Paulo’s growth in actual cultural activities, such as the Commerce Worker Theater that bought tickets for the main theatrical plays in the capital city and distributed them among interested persons, through trade unions. In parallel, in the Sesc São Paulo units, small presentations, parties, civic celebrations, art and music festivals, etc. were also held. Small groups acting in several areas including photography and visual arts emerged in the units. In spite of such new guidelines, Sesc São Paulo did not abandon the field of medical services. Sesc São Paulo opened in 1958 maternity João Daudt d’Oliveira, located at Av. Brigadeiro Luís Antônio. Even more ambitious was the foundation, in the same year, of a “commerce worker city” in Suzano, 30 km away from the capital city. 1960s In the early 1960s, its 15th year of activity, Sesc São Paulo had grown rapidly. It then had eighteen units, in the capital and the countryside, almost one thousand employees and a sound public image. Its penetration among workers had grown thanks to the support of the Board of Employee Representatives of Commercial Firms, whose members participated actively in the formulation and conduct of activities. In that context, many innovative projects were born, including the setting up of the first groups of retired workers. Such initiative

gave rise to a social policy focusing specifically on the so-called Third Age. By doing so, it challenged the marginalization arising from advanced age. In another front, in 1966, the UNIMOS (Mobile Units for Social Orientation) were opened and started to assist cities where, although there were no executive units installed, the population of commerce workers was big. In 1967, the Cultural and Sports Center of Rua Dr. Vila Nova in the capital city, currently Sesc-Consolação, was opened. Together with such center, a new concept of Social Center or “equipment” (facilities) emerged, as the internal jargon refers to the several units. The new building, located in one of the cultural “hearts” of the city, considering that it is next to the School of Philosophy, BellesLettres and Human Sciences of the University of São Paulo (USP) and Mackenzie University, made available impeccable facilities to its public both in the sports and the social and cultural area. In that field, the unit of Rua Dr. Vila Nova included Anchieta Theater that gave a new dimension to the development of an integrated and permanent educational process. The facilities were no longer a mere old mansion, as it happened in the first years, and was no longer a model inspired in school environments, where classrooms prevailed over other spaces. It was a sociocultural community center that in a much larger scale advanced the Sesc São Paulo proposal. In the healthcare field, dental and catering services were maintained, and educational campaigns and programs that encouraged habits of hygiene and healthcare were emphasized. In the sports sphere, large championships and Olympic games started to take place, involving dozens of commercial companies, no longer in ceded or rented locations, but in the new units built by the entity. 1970s Following the path paved by the Sesc unit of Rua Dr. Vila Nova, new Cultural and Sports Centers were created or remodeled. In that period, the Piracicaba, Catanduva, Campinas, São José dos Cam-

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pos and Bauru Centers were opened. Sesc São Paulo then offered over 7 million assistance services per year in all its fronts of activity. Giving continuity to its effort to reach the communities, beyond the direct users of its facilities, Sesc São Paulo participated in new educational campaigns and projects, now together with other entities and government offices. They included the Pró-Jovem (Pro Young) professional qualification project, and, jointly with the federal government, the Mobral (Brazilian Movement of Literacy Promotion) and the Rondon Project that intended to promote contact of volunteer students with countryside populations through assistance activities in needy and isolated communities. Encouragement of supplementary education was also the purpose of some initiatives, in addition to exchange activities with universities, diversified institutions and even international agencies. Although Sesc São Paulo had never been closed to partnerships, much to the contrary, in the 1970s that combination of strengths in favor of high-quality social service gained new breadth. In 1973, the entity’s action plan renewed its commitment to the educational use of moments of leisure of workers. However, formal health, sanitary education and preventive medicine courses and programs continued operating. In 1975, another great moment was the opening of the Rural Center in Interlagos, a district located away from the downtown area. The new unit, defined as “leisure equipment” had over 36,000 square meters of total building space, 500,000 square meters of green areas, aquatic facilities, sports spaces, social areas, an auditorium, restaurants and facilities for presentations. The construction of a similar unit was an old dream that dated back to the 1950s, but only the growth of demand that occurred in the 1970s made it imperative and possible. The urban population had increased dramatically and the green areas had been significantly reduced in the capital city. The years of the economic “miracle” produced a middle class with a more sophisticated and demanding standard of consumption, therefore creating a demand

for a great expansion of services and products in general, and particularly the services and products offered by Sesc São Paulo. Based on that first Rural Center that provided families with an integrated and broad set of activities in the same space, a special knowhow was developed to assist the public in a larger than ever scale. As part of such effort, the Center for Third Age Studies and the Center for Leisure Studies were created in 1978. They were adequate spaces for the continuous improvement of the entity’s work and its means of execution. Sending technical personnel abroad to participate in courses specializing on leisure, education of adults and cultural entertainment, although already existing in a less systematic manner, became the current practice. It was also at that time that cultural entertainment was definitively configured as a “pedagogy of action.” The old denomination applied to technical personnel, called “social guides,” was replaced by “cultural entertainers.” If the end of the 1970s heralded the firm introduction of Sesc São Paulo in the field of cultural action, in the broadest sense of the term, pioneering initiatives were the Pixinguinha Project, whose purpose was to promote the cultural richness of the Brazilian popular music, the creation of the String Orchestra, the implementation of the National Show of Popular Culture and the Cemeio (Center for Studies of the Environment) and Viva o Verde (Cheers to the Green) projects — the last two ones are proof that Sesc São Paulo was alert to that field of activity much before the word “ecology” entered in our daily vocabulary — and the initiatives developed in public spaces, when some Sesc São Paulo activities went beyond its walls. That category includes the “Christmas in the Popular Culture” and “Music in the Popular Culture” programs held at Praça da Sé, in the capital city, both with a daily public of thousands of people. 1980s The decade starts under the impact of the opening of Sesc Pompeia that took place in 1982. The building of an old refrigerator factory was operating as an adapted cultural and sports center that housed

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initiatives connected to theater, music, visual arts and social activities. However, it was remodeled by architect Lina Bo Bardi and gained an entirely new block in the form of a large industrial silo that enabled the installation of a sports center, opened in 1986. The concept of transforming old degraded spaces into modern cultural centers enabled the combination of two important Sesc objectives: integrated development of cultural activities and interrelations with the surrounding communities. In addition, in spite of the transformations made by the architectural project in the building, there was a concern to preserve urban memory, a policy expanded by Sesc São Paulo from then on. After the remodeling project was completed, Sesc Pompeia became the entity’s core of action, serving as a model to be followed by the other units. The Environment Program, the entity’s first environmental event, an embryo of the large projects on ecology that would be implemented in the following years took place in Piracicaba in 1980. In the 1980s, the extraordinary development of body-related activities was pioneered in Sesc São Paulo. In an internal document of the institution sport was seen more than ever as an activity that “clearly establishes relations with cultural and social aspects, constituting an important education vehicle.” It wasn’t about playing or watching shows only, but rather the development of “body awareness, perception of space, expression of personality, pleasure of movement, playful feeling, overcoming physical and mental blocks, personal health and wellbeing.” As such “discovery of the body” included a global approach, it was also expressed in dance, in open classes, performances, courses, seminars, workshops and shows. In that latter aspect, mainly, it is worth mentioning another important point of the 1980s: the creation of the CPT (Center for Theatrical Research) at Sesc Consolação. Directed by Antunes Filho, the CPT would soon become one of the most celebrated centers of scenic investigation and creation in the country, and would complement significant initiatives of the entity in the area, started with the opening of Anchieta Theater. In spite of the economic disorganization that hit Brazil in the

Design Exhibition in Brazil: History and Reality. Lina Bo Bardi. Sesc Pompeia, 1982

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Architecture. Sesc Vila Mariana, 2003

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1980s, as if this were the price for re-democratization, and that also impacted Sesc São Paulo, as expected, the entity managed to keep its growth flow also in countryside cities. In Santos, for example, a Cultural and Sports Center was opened in 1986, also according to the standards of a large sports and social complex, with a water park and dental clinics. Also in Santos the largest and most complete Sesc São Paulo Theater was then built, with eight hundred seats. Another important initiative of the 1980s was the Curumim Project, that assisted children in school age, from 7 to 12 years, seeking to expand and potentiate the educational role of the school through playful activities that provided the children with the chance to develop sociability, relations with the environment, nature, sciences and artistic awareness. The figures show an unarguable advancement of the entity. In 1986, Sesc São Paulo already provided 22 million assistance services. The cultural program that included physical-sports development in 1986 alone provided 14 million assistance services, and in 1988 that number achieved the level of 17 million. 1990s 1989 marked the effective return of the country to democracy, with the first direct elections in almost thirty years for President of the Republic who would take office in the beginning of the following year. Society’s expectations were high. Internally, Sesc São Paulo sought to strengthen what was referred to as its propositional function, focusing on social change in its broader sense of total development of individuals. That included new perceptions of social relations, of culture production and distribution mechanisms. Its activity in the health area — that never failed to exist, but whose nature had been changed throughout the years, focusing on dental and preventive health services (for access to swimming pools or to start physical exercise programs) — expanded at the same proportion as the expansion of the physical network. Activities focusing specifically on people with health problems, such as swimming for asthma patients, physical exercise for postural

reeducation and preventive actions against AIDS were introduced. Complementing such process, the catering services, both in the urban restaurants of daily service to workers and in the vacation and weekend restaurants and cafeterias (Bertioga and Rural Center) were improved. In the field of culture, an important innovation was the emphasis of Sesc São Paulo not only on offering products to the public, but also to enable the public to participate in the cultural production process, implementing workshops, organizing courses and debates on new esthetic, philosophical and social ideas, as well as by developing activities of expression in creativity workshops. Alert to the economic and also the cultural globalization phenomenon, Sesc São Paulo started to explore new possibilities of cultural interaction, mainly international exchange that, through partnerships with companies and other institutions, enabled it to develop projects with the participation of artists from other countries. A result of such effort was the coming of important names in their respective areas: actress Vanessa Redgrave, singer Cesária Évora and dancer Kazuo Ohno, among others. In a document that anticipated what would come in those years, Sesc São Paulo elected three main guidelines to orient its cultural action: it should focus on the construction of a citizenship-related awareness; culture should be distributed in a socially fair manner; and the excellence of services should be preserved. In the 1990s, the entity developed a cutting-edge role in the cultural action through a bold policy, creatively mixing multiculturalism, globalization, cultural identity and citizenship in its programs. 21st Century The factors guiding Sesc São Paulo’s activity in these first twelve years of the new century are: 1. Education for sustainability; 2. Inclusion, accessibility, universalization of services; 3. A polysemic concept of culture, socially constituted that gets feedback from its own initiatives.

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Alert to the new configurations of the contemporary world that is connected and extended through communication media in vogue in the current society, Sesc S達o Paulo no longer has its activity restricted to its physical spaces but is more and more present also in the virtual world. Our services now have as their characteristic a mix of face-to-face and virtual aspects. Thus, the entity seeks to carry out its mission, distributing it into multiple fronts. Below, after a general portrait of the units and a profile of recourses the units make available to the public, see the current activities to be detailed in their respective areas.

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Free internet facilities. Sesc Itaquera, 2004

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Networked action

SESC SÃO PAULO'S MISSION — providing non-formal and permanent education — contemplates artistic expressions, sports activities and physical development, leisure, contact with nature and the environment, catering services, healthcare and dental services, child-adolescent development, digital inclusion, social tourism and specific initiatives focusing on the elderly, among others. To achieve such purpose, Sesc São Paulo created a network of units and has been expanding it, enlarging its areas of activity towards the communities where its units are located, and improving the existing units. Thirty-one units are currently available: 17 in the capital city and metropolitan region and 14 in the countryside of the state and coastal area. Another three are under construction. Two of them, in the countryside: a new unit in Jundiaí and the definitive unit of Birigui. The 24 de Maio unit is being built in the capital city. Another three units are being built and/or remodeled: Av. Paulista, in the capital city, Guarulhos, in the Greater São Paulo, and Franca, in the countryside of the state. At the end of all those projects, the Sesc SP network will have a total 37 units.

capital city and Greater São Paulo

SESC DENTAL SERVICES UNIT

Opening year: 1947 Building space: 3,000 square meters Service capacity: 500 people per day Facilities: 22 offices (two pediatric dental offices, X-ray room, X-ray darkroom, X-ray interpretation room, prosthesis room, three sterilization centers), auditorium for forty people, “brushingdrome,” Sesc SP store.

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SESC CARMO

Opening year: 1960 Building space: 8,000 square meters Facilities: Auditorium for fifty people, two cafeterias (384 places in total and service capacity of 3,500 people per day), two socializing and exhibition areas (1,500 people per day), two gym and body expression rooms, library, three multipurpose rooms, fifteen free Internet stations, cultural workshop, Sesc SP store.

capital city and Greater São Paulo

SESC CONSOLAÇÃO

Opening year: 1967 Building space: 16,500 square meters Service capacity: 3,500 people per day Facilities: Anchieta Theater, with 328 seats, auditorium for 100 people, two heated pools, four dental offices, restaurant, four multisport gym (five courts in total), two socialing and exhibition areas, five gym and body expression rooms, library, multipurpose room, fifteen free Internet stations, CTP – Centro de Pesquisa Teatral (Theater Research Center) – equipped with rooms for stage design, rehearsal, video system, and costumes –, CEM – Centro Experimental de Música (Experimental Music Center) – equipped with recording studio, audio room and electronic music, five individual studios and mini auditorium for fifty people –, and Sesc SP store.

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SESC INTERLAGOS

Opening year: 1975 Building space: 90,000 square meters Service capacity: 12,000 people per day Facilities: Theater for 370 people, three swimming pools and solarium, dental truck with four offices, six cafeterias, nine multi-sports courts, one of them indoors, two sand courts, official soccer field, two mini fields with synthetic grass, five socializing and exhibition areas with 1,200 square meters, library, outdoor concert area with capacity for 15,000 people, nursery garden, 32 free Internet stations, five playgrounds/parks, 32 kiosks with barbecue grills, Sesc SP store, waste recycling and sewage treatment system.

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Playground Park, Alligator (air view). Sesc Interlagos, 2008

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Lob達o (singer) Show. Sesc Interlagos, 2012

capital city and Greater S達o Paulo

SESC AVENIDA PAULISTA

Opening year: estimated for the second half of 2015 Building space: 12,000 square meters Facilities: Service center, 3 concert halls and/or exhibition rooms, playground, workshop space, dental services with orthodontics and implantology, gym and body expression rooms, synthetic grass field and multisport court, library, and cafeteria.

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CINESESC

Opening year: 1979 Building space: 3,000 square meters Service capacity: 1,400 people per day Facilities: 326-seat movie-theater equipped with Dolby digital sound, seats for obese people, café and bombonière (concession stand) in the waiting room, and an auditorium for courses with sixty seats. Its walls are also used as a gallery with photos of the Brazilian cinema’s best moments. It offers half-price tickets for commerce workers, seniors and students, and its facilities are adapted for people with special needs.

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Architecture. Sesc Pompeia, 2013

capital city and Greater S達o Paulo

SESC POMPEIA

Opening year: 1982 Building space: 27,000 square meters Service capacity: 5,000 people per day. Facilities: Auditorium with 750 seats, swimming pool, five dental offices, three cafeterias, seven multi-sports courts, two socializing and exhibition areas, four gym and body expression rooms, library, 22 free Internet stations, seven spaces for cultural workshops, Sesc SP store.

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SESC IPIRANGA

Opening year: 1992 Building space: 8,000 square meters Service capacity: 3,500 people per day Facilities: Auditorium with 50 seats, theater with 213 seats, two swimming pools, three dental offices, coffee bar, two multisports courts, socializing and exhibition area, three gym and body expression rooms, library, multipurpose room (with video system, overhead projector, screen, slide projector), badminton court, socializing building with fireplace (outdoor area), deck solarium, studio for courses and artistic activities, twelve free Internet stations, park, two spaces for cultural workshops, Sesc SP store

capital city and Greater S達o Paulo

SESC ITAQUERA

Opening year: 1992 Building space: 104,000 square meters Service capacity: 15,000 people per day Facilities: Auditorium with 300 seats, two swimming pools (5,000 square-meter water mirror, 11,000 square-meter sand solarium, eight toboggan slides, slides and recreational toys), one dental truck with three offices, five cafeterias (snack bar, three catering kiosks and self-service restaurant with 350 seats), nine multi-sports courts, three tennis courts, three mini fields with synthetic grass, socializing and exhibition area, gym and body expression room, library, three multipurpose rooms, 34 free Internet stations, three parks/playgrounds (1,500 square meters in total), 57 kiosks with barbecue grill, and two Sesc SP stores.

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SESC Sﾃグ CAETANO

Opening year: 1993 Building space: 1,500 square meters Service capacity: 1,500 people per day Facilities: Swimming pool (indoor, heated and with solarium), cafeteria, social area (for concerts, lectures, reading and games), three gym and body expression rooms, library, two multipurpose rooms, Sesc SP store, garden and kiosk with barbecue grill.

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Water park. Sesc Itaquera, 2011

capital city and Greater São Paulo

SESC VILA MARIANA

Opening year: 1997 Building space: 26,000 square meters Service capacity: 6,000 people per day Facilities: Auditorium with 131 seats, theater with 345 seats, indoor and heated swimming pool, three dental offices, two cafeterias, two multi-sports courts, two socializing and exhibition areas, four gym and body expression rooms, reading area, two multipurpose rooms, thirty free Internet stations, CEM – Centro Experimental de Música (Experimental Music Center), two Sesc SP stores.

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SESC SANTO ANDRĂ&#x2030;

Opening year: 2002 Building space: 35,000 square meters Service capacity: 6,000 people per day Facilities: Theater with 303 seats, four swimming pools, four dental offices, three cafeterias, two multi-sports courts, two socializing and exhibition areas, four gym and body expression rooms, library, two multipurpose rooms, 24 free Internet stations, Sesc SP store.

capital city and Greater S達o Paulo

SESC PINHEIROS

Opening year: 2004 Building space: 37,000 square meters Service capacity: 5,000 people per day Facilities: Auditorium with 98 seats, theater with 1,000 seats, three swimming pools, four dental offices, two cafeterias, two multisports courts, two socializing and exhibition areas, three gym and body expression rooms, library, two multipurpose rooms, 32 free Internet stations, area for cultural workshops, two Sesc SP stores.

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SESC SANTANA

Opening year: 2005 Building space: 19,500 square meters Service capacity: 3,000 people per day Facilities: Theater with 349 seats, three swimming pools, four dental offices, cafeteria, multi-sports court, socializing and exhibition area, two gym and body expression rooms, library, multipurpose room, twenty free Internet stations, area for cultural workshops, Sesc SP store.

‘We Want Miles’ Exhibition. Sesc Pinheiros, 2011

102

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Henri Cartier-Bresson Exhibition. Sesc Pinheiros, 2009

103

capital city and Greater S達o Paulo

SESC OSASCO

temporary unit Opening year: 2010 Building space: 3,500 square meters Service capacity: 2,000 people per day Facilities: Sesc Dental Services mobile unit (with four offices), cafeteria, multi-sports court, sand court, mini field with synthetic grass, gym and body expression room, library, multipurpose room, two event spaces (one of them with 300-people capacity), environment education center.

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SESC BELENZINHO

Opening year: 2010 Building space: 49,000 square meters Facilities: Sports courts and spaces, a courtroom – of about 5,000 square meters –, restaurant serving 2,500 meals/day, exhibition building, snack bar, swimming pool, indoor gym, six swimming pools for recreation, totaling 2,000 square meters of water mirror, socializing area, library (including accessibility facilities), dental clinic with five totally equipped offices, three rooms for art workshops, eighteen free Internet stations, two gym, two rooms for dance, fights and other practices, Ciclo Sesc space with bikes, Italian theater with 392 seats, two concert halls totaling 556 seats, theater café, 64 restrooms and 27 locker rooms

106

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Pinocchio Exhibition, Golden Dream. Sesc Belenzinho, 2012

capital city and Greater S達o Paulo

SESC BOM RETIRO

Opening year: 2011 Building space: 15,000 square meters Facilities: Theater with 289 seats, swimming pool, indoor multisports court, rooms for physical activities, dental clinic with three offices, play area, socializing court, gym and body expression room, library and reading room, exhibition space, workshop room, fourteen free Internet stations, cafeteria, Sesc store, bike deposit.

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SESC SANTO AMARO

Opening year: 2011 Building space: 17,000 square meters Service capacity: 2,500 people per day Facilities: Theater with 281 seats, two swimming pools (one indoor and heated for adults and one for children), four dental offices, cafeteria, multi-sports court, socializing and exhibition area, two gym and body expression rooms, library, two multipurpose rooms, twenty free Internet stations, space for cultural workshops, Sesc SP store.

capital city and Greater S達o Paulo

SESC 24 DE MAIO

Opening year scheduled for the second half 2015 Building space: 28,000 square meters Facilities: Two auditoriums for 140 people in total, 269-seat movie-theater, rooftop swimming pool and solarium, sixteen dental offices, three cafeterias, three socializing and exhibition areas, ten gym and body expression rooms, reading room, two multipurpose rooms, 36 free Internet stations, two spaces for cultural workshops, Sesc SP store.

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SESC GUARULHOS

Opening year: estimated for the second half of 2017 Building space: 27,000 square meters Facilities: 343-seat theater, three swimming pools, six dental offices, cafeteria, three multi-sports courts, tennis court, soccer field, socializing and exhibition area, gym and body expression center, reading room, three multiuse rooms, thirty free Internet stations, space for cultural workshops, environment education center, CEM â&#x20AC;&#x201C; Centro Experimental de MĂşsica (Experimental Music Center), Sesc SP store.

SESC RIBEIRﾃグ PRETO

Opening year: 1947 Building space: 6,000 square meters Service capacity: 1,600 people per day. Facilities: Auditorium for 210 people, two heated pools and solarium, four dental offices, cafeteria, multi-sports court, two social areas, two gym and body expression rooms, reading room, two multipurpose rooms, seventeen free Internet stations, playground, space for cultural workshops, Sesc SP store.

countryside and coastal

interior e litoral

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SESC BERTIOGA

Opening year: 1948 The land area has 1,000,000 square meters Building space: 145,000 square meters Service capacity: 1,000 people per day, with preference for Sesc SĂŁo Paulo registered members Facilities: Eleven apartment buildings and fifty houses for hosting, 300-seat auditorium, three swimming pools, four cafeterias, multisports court, two tennis courts, two mini fields with synthetic grass, soccer field, bocce court, quoits court, socializing and exhibition area, gym and body expression room, reading area, multipurpose room, twelve free Internet stations, two parks, hiking and jogging trails, environmental education center, four kiosks/barbecue grills, lake for recreational fishing and canoeing, nursery garden, chapel, caiĂ§ara house, Sesc SP store

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Third-Age project. Sesc Bertioga. 2011

countryside and coastal

SESC CATANDUVA

Opening year: 1969 Building space: 3,500 square meters Service capacity: 1,200 people per day Facilities: Two swimming pools and solarium, two dental offices, cafeteria, three multi-sports courts, mini field with synthetic grass, socializing and exhibition area, three gym and body expression rooms, reading and games room, three multipurpose rooms, 21 free Internet stations, play area with climbing wall, space for cultural workshops, Sesc SP store.

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SESC CAMPINAS

Opening year: 1972 (reopened in 2001) Building space: 14,000 square meters Service capacity: 2,500 people per day Facilities: Theater with 165 seats, 280-seat open-air theater (with stage for multiple interventions: theater, music, installations, workshops, and xxz), two swimming pools (one of them heated, with translucent and retractable roof), four dental offices, two cafeterias, two multi-sports courts, mini field with synthetic grass, socializing and exhibition area, two gym and body expression rooms, library, multipurpose room, seventeen free Internet stations, Sesc SP store.

countryside and coastal

SESC SĂ&#x192;O JOSĂ&#x2030; DOS CAMPOS

Opening year: 1976 (reopened in 2008) Building space: 13,000 square meters Service capacity: 1,500 people per day Facilities: Auditorium with 139 seats, two swimming pools, three dental offices, cafeteria, two multi-sports courts, socializing and exhibition area, two gym and body expression rooms, reading room, two multipurpose rooms, playground, space for cultural workshops, Sesc SP store.

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SESC BAURU

Opening year: 1977 Building space: 17,500 square meters Service capacity: 2,500 people per day Facilities: Auditorium with 161 seats, three swimming pools, dental offices, cafeteria, five multi-sports courts, mini field with synthetic grass, socializing and exhibition area, three gym and body expression rooms, reading space, three multipurpose rooms, sixteen free Internet stations, park, hiking and jogging trail, space for cultural workshops, Sesc SP store.

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Eclipse Show. Galp達o Group. Mirada Festival. Sesc Santos, 2012

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countryside and coastal

SESC PIRACICABA

Opening year: 1979 Building space: 11,500 square meters Service capacity: 1,500 people per day Facilities: Auditorium with 150 seats, two swimming pools, four dental offices, cafeteria, gymnasium for sports and events of 2,500 square-meter building space – including multi-sports court, 140 square-meter stage and three dressing rooms – which can hold eight hundred people for games and from 1,600 to 3,200 people for concerts and other events –, two socializing and exhibition areas, three gym and body expression rooms, reading room, multipurpose room, nineteen free Internet stations, playground, Sesc SP store.

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SESC SANTOS

Opening year: 1986 Building space: 43,500 square meters Service capacity: 10,000 people per day Facilities: Auditorium for 150 people, 785-seat theater, two swimming pools, seven dental offices, four cafeterias, five multi-sports courts, two socializing and exhibition areas, six gym and body expression rooms, reading room, four multipurpose rooms, nineteen free Internet stations, two playgrounds, space for cultural workshops, Sesc SP store.

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NaĂŻf Biennale Brazil â&#x20AC;&#x201C; Beyond avant-garde. Sesc Piracicaba, 2012

countryside and coastal

SESC TAUBATĂ&#x2030;

Opening year: 1988 Building space: 20,500 square meters Service capacity: 1,500 people per day Facilities: Two swimming pools and solarium, two dental offices, cafeteria, three multi-sports courts, two sand courts, two mini fields with synthetic grass, socializing and exhibition area, two gym and body expression rooms, reading room, two multipurpose rooms, fourteen free Internet stations, playground, twelve kiosks with barbecue grills, skills circuit (canopy walkways, rope toys and climbing wall), wooded areas for rest, Sesc SP store

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SĂ&#x192;O JOSĂ&#x2030; DO RIO PRETO

Opening year: 1992 Building space: 14,500 square meters Service capacity: 5,000 people per day Facilities: Theater de 250 people, four swimming pools (with recreational toys, slides and solarium), three dental offices, cafeteria, four multi-sports courts, mini field with synthetic grass, two socializing and exhibition areas, two gym and body expression rooms, reading room, two multipurpose rooms (convertible into a lounge), 22 free Internet stations, playground, outdoor play area and indoor barbecue area for 100 people, Sesc SP store.

countryside and coastal

SESC Sﾃグ CARLOS

Opening year: 1996 Building space: 18,000 square meters Service capacity: 5,000 people per day Facilities: Auditorium for 272 people, four swimming pools (one indoor and heated for adults and three outdoor: for recreation, children and pool volleyball), three dental offices, three cafeterias, five multi-sports courts, socializing and exhibition area, gym and body expression room, reading room, three multipurpose rooms, fourteen free Internet stations, playground, Sesc SP store.

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SESC ARARAQUARA

Opening year: 2000 Building space: 31,000 square meters Service capacity: 3,000 people per day Facilities: Theater with 238 seats, swimming pool and solarium, three dental offices, three cafeterias, five multi-sports courts, socializing and exhibition area, three gym and body expression rooms, library, five multipurpose rooms, multi-equipped room with twelve free Internet stations, playground.

countryside and coastal

SESC PRESIDENTE PRUDENTE

Opening year: 2007 Building space: 2,000 square meters Facilities: Three swimming pools, cafeteria, multi-sports court, socializing and exhibition area, two gym and body expression rooms, reading room, eight free Internet stations, Sesc SP store.

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SESC SOROCABA

Temporary unit Building space: 27,000 square meters Facilities: building consisting of basement, ground floor, and three floors, with a building space of 28,000 square meters, 279-seat theater, three swimming pools, five dental offices, snack bar, three multi-sports courts, socializing and exhibition area, three gym and body expression rooms, reading room, two multipurpose rooms, 24 free Internet stations, Sesc SP store.

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Architecture. Sesc Sorocaba, 2012

countryside and coastal

SESC BIRIGUI

Temporary unit Building space: 7,500 square meters Facilities: Two multi-sports courts, mini field with synthetic grass, socializing and exhibition area. The new Birigui unit under construction, whose opening is scheduled for the second half 2014, will have the following facilities: a building consisting of ground floor and upper floor, with a building space of 12,000 square meters, 240-seat theater, two cafeterias, four swimming pools, multi-sports court, sand court, mini field with synthetic grass, socializing and exhibition area, two gym and body expression rooms, reading room, two dental offices, four multipurpose rooms, sixteen free Internet stations, Sesc SP store.

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SESC JUNDIAĂ?

Opening year: estimated for the first half of 2014 Building space: 20,000 square meters Facilities: 225-seat theater, four swimming pools, four dental offices, cafeteria, multi-sports court with infrastructure for events, synthetic grass mini-field, squash court, socializing and exhibition area, three gym and body expression rooms, skate rink, reading room, two multiuse rooms, twelve free Internet stations, cultural workshop space, Sesc SP store.

countryside and coastal

SESC FRANCA

Opening year: estimated for the second half of 2017 Building space: 20,000 square meters Facilities: Service center, exhibition areas, free internet station, library, socializing space, 4 multiuse and/or workshop rooms, cafeteria, 400-seat theater, multi-sports court, and events and gym center, water park with heated indoors semi Olympic and childrenâ&#x20AC;&#x2122;s swimming pool and outdoors swimming pools for recreation and water gymnastics with HVAC system using solar energy, dental services with 4 dental offices including orthodontics programs and implantology, and fitness spaces for body expression.

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Education as Culture

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Cultural action A question that is seemingly simple – what is culture? – may, however, get a large number of answers. To Sesc São Paulo, the more the concepts of culture formulated in an attempt to answer such question are restrictive, the more distant they will be from assisting adequately the population and from encouraging the education of the individual and citizen in the contemporary world. The definition of culture by Sesc São Paulo is, therefore, the broadest and largest definition, being guided by a humanistic concept that includes from values and practices relating to the symbolic world, to enjoyment of arts and creative imagination, to the participation of individuals in the collective life of their community and their country. In a broad sense, the purpose of the cultural action at Sesc São Paulo is not only to present the several faces of the Brazilian culture, but also of other cultures, because cultural exchange is essential for the construction of contemporary societies. In the field of arts, we understand the promotion and produc-

tion of cultural assets as a manner to place into circulation a vast national and international production, performed in the most varied languages: media art, visual arts, cinema, circus, dance, literature, music, theater, shows, exhibitions, itinerant shows, workshops, interventions and performances. The parameters guiding the selection of projects conducted at Sesc S達o Paulo units include: the conceptual quality and relevance; the commitment to research and the hybridism of languages, and therefore, innovation; and contribution to the effort focusing on public education and encouragement of contact with different expressions. The activities intend to meet the needs of adult and young workers, the elderly and the children, coming from different social strata and with different personal repertories, encouraging permanent reflection and awareness of esthetic issues. Such activities take place on a daily basis at the units that take maximum advantage of their respective facilities, but they also occur in public spaces, often through institutional partnerships. Designed and executed in an integrated manner, the work may be divided into three major categories: 1) Libraries; 2) Artistic Presentations; 3) Educational Action. Libraries Their purpose is to offer environments that are favorable to the exchange of literary, cultural and educational experiences, demystifying the idea of a library as a solemn and exclusive place. For this reason, we make spaces available exclusively for silent reading and research, but also niches for modalities of reading and group discussion, giving space for different forms of intellectual incentive relating to literature and texts in general. Going further in that work of demystifying the literary world, we have created specific activities in a broad schedule, such as meetings with writers, storytelling, collective reading and debates. In 2012, 4 million services were delivered at the Sesc S達o Paulo Libraries. The assets include mainly works of classical and contemporary literature, of Brazilian and foreign authors, dialoguing

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with different age brackets, without, however, abandoning the circumstantial interests of the reader audience and novelties of the publishing market. Artistic presentations Such presentations gather activities of media art, visual arts, cinema and video, circus, dance, literature, music and theater. They refer to actions oriented exclusively to the child audience and artistic/cultural development. They are favored by an access democratization policy that subsidizes tickets for commerce workers and other workers. In 2012, 12.6 million services were delivered relating to artistic presentations. The activities are made available in the theaters and auditoriums that total about 7,000 seats in all units, a movie theater for 326 people, and hundreds of socialization and exhibition areas, rooms for multiple or specific use. They also take place in public spaces in partnership with other institutions, both in the capital city and in the coastal and countryside areas. Media art: Those are shows, exhibitions, performances and installations that make use of technological, electronic or computer resources in their projects and works. Media art is often integrated with: visual arts, audiovisual arts, literature, music, and performing arts. Visual arts: Artistic exhibitions, focusing on adult and child-adolescent audiences that promote contemporary production and their intersections with other artistic languages. 963 exhibitions took place in 2012. Courses, workshops and lectures are also promoted, in addition to itinerant exhibitions of the Sesc Collection of Brazilian Art and distribution of its works through the units. Cinema and video: About 4,000 movie sessions took place in 2012. Partnerships are made with national cinema festivals that show a significant part of their movies and videos at CineSesc. The units promote thematic cycles, courses and exhibitions focusing on cinema. To educate the critical eye and expand cinema references, activities addressing production and audiovisual achievements are also conducted.

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Mario de Andrade Exhibition. Sesc Consolação, 2010

Literature. The oral tradition and its narrators. Ariano Suassuna. Sesc Art Show. Sesc Pinheiros 2012

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Literature. Always a Chat. Luiz Fernando VerĂssimo. Sesc Vila Mariana, 2010

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Ivan Puig Exhibition (MEXICO). Crecimientos Artificiales â&#x20AC;&#x201C; 2008. Sesc Art Show. Sesc Vila Mariana, 2012

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Dance Show. Romani Rota Project. Sesc Bom Retiro, 2011

Theater play “Sua incelença/Your excellency”, Ricardo III. Shakespeare Clowns Group. Sesc Belenzinho, 2012

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Arnaldo Antunes (singer) Show. Sesc Belenzinho, 2012

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Circus Show. Mimicalado Co. Sesc Art Circuit. ItanhaĂŠm, 2012

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Paulo Moura, 80 years-old Exhibition. Sesc Pompeia, 2012

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Creativity Workshop. Sesc Pompeia, 2012

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Stairs Installation. Carmela Gross (BRAZIL). Sesc Art Show. Sesc Belenzinho, 2012

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The Birds Installation. Nino Cais (BRAZIL). Sesc Art Show. Sesc Itaquera, 2012

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Circus Presentation, Parlapat천es Group. Sesc Pompeia, 2009

Pompeia Occupation Intervention. Lenora de Barros (BRAZIL). Sesc Pompeia, 2012

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Olafur Eliasson Exhibition (DENMARK). Your felt path. Sesc_Videobrasil. Sesc Pompeia, 2011

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Circus: Those are actions of large spectrum that are connected to traditional and contemporary circus and through shows, workshops and open classes. In partnership with international and national cultural entities, Sesc S達o Paulo acts as a production promoter for well-known companies and troupes and develops new talents. Dance: Four pillars guide our activities in that area: promotion, research, circulation and mediation. 930 dance presentations took place in 2012. The expression resulting from body movement, combined with technical competence, is a manner to occupy the space providing meaning to such occupation. It is, therefore, a relevant esthetic factor in the community where it is developed. Dance gathers the audience, the artists and institutions, setting up a social network where Sesc S達o Paulo is a convergence point. Literature: Sesc S達o Paulo promotes activities that encourage both the reading habit and literary creation itself: multidisciplinary projects, meetings with contemporary writers, performances, creative writing workshops, courses, soirees, storytelling and readings, debates and reflection on related themes. Since 2003, the Sesc National Literature Award, after a democratic and careful selection, has been publishing and distributing literary works of unpublished writers. Music: The schedule is based on respect for diversity, incentive to new productions and maintenance of a repertoire that is relevant to the history of music. About 6,000 musical shows took place at Sesc in 2012. They provide the audience with access to questions raised by contemporary production and the contact with representative artists of prior Brazilian and international music periods. Theater: An area characterized by the performance of shows where language research may prosper, in the form of rupture or in permanent dialog with tradition. About 9,000 plays were held at the Sesc in 2012, including national and foreign plays, which represented the diversity of contemporary creation. In addition, meetings are promoted with artists and thinkers of performing arts workshops, debates and socializing experiences.

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Child activities: The development of artistic activities focusing on the child audience is an integral part of the institutionâ&#x20AC;&#x2122;s commitment to public education and democratization of the access to cultural assets, because it enables children to have contact with different artistic languages. Exhibitions, storytelling, performances and musical shows especially focusing on the child audience are included in the programs of all Sesc SĂŁo Paulo units. Artistic and cultural development: This is a set of activities including short- and medium-term courses whose purpose is the initiation of interested individuals in artistic methods and techniques, as a manner to expand repertories and achieve personal autonomous development. In 2012, over 590,000 people participated in those activities. Educational action Understanding that educational processes are continuously developed beyond the school environment, the purpose of Sesc SĂŁo Paulo is to contribute to public education, through actions established in the sphere of the social process, using activities that take into account the interests and cultural references of individuals. In that field, the different courses of action include: 1) Thematic meetings; 2) Education for sustainability; 3) Cultural diversity; 4) Generation actions; free Internet and digital cultures. Thematic meetings: Over 9,000 workshops, lectures and seminars were held in 2012. Those are initiatives of a public nature oriented to thinking over the social world. Such meetings to expose and debate several (theoretical or practical) matters, as well as knowledge of justified educational and sociocultural pertinence to the contemporary world, take place among lay people, initiated people, professionals or experts around a specific theme. In addition to improving practical, individual and collective life, those activities focus on providing the public with a basis of general culture, encouraging a nontechnical relation with knowledge. Education for sustainability: The program encourages the understanding of interrelations among nature and society/culture, as well

as their impacts on daily life. It also fosters the construction of inclusive, compassionate and sustainable ways of living, based on responsibility for environment preservation and recovery, education on values and attitudes for planetary citizenship. It has a permanent and transversal nature in Sesc São Paulo’s schedule. At the units with extended natural areas, the installations illustrate situations and concepts relating to ecological cycles in a didactic and playful manner. Training courses for educators and local agents or courses for technical support development are held, as well as debates, lectures, seminars, workshops and exhibitions. Cultural diversity: Its purpose is to value, encourage and promote cultural diversity as well as respect and preservation of identities and the material and immaterial assets. Brazilian Indians, maroons, migrants, refugees, gypsies, homosexuals and disabled persons, among other segments, are present as artists or political players. The field of culture becomes an environment to define valuation, restoration and social inclusion policies. In 2012, 15,000 people were assisted by the Cultural Diversity Program. Multi-generation actions: Programmatic actions that meet the demands of the audience, in their different needs, according to different age brackets. They are divided into three programs: 1) child-adolescent education; 2) social work with the elderly; 3) Sesc Generations. – Child-Adolescent Education Permanent projects, activities and actions are held from several perspectives. A good example of that initiative is Sesc-Curumim, where children from 7 to 12 years of age – most of them belonging to low-income families of the unit surroundings – use the infrastructure available to learn by playing, using artistic languages or sports modalities. In 2012, 3,500 children were registered in the project. –Social Work with the Elderly (TSI) For 49 years the Sesc São Paulo has been providing services especially developed for the elderly. During that period, it followed changes in that population as well as their new demands. At each unit, specific actions, processes and events are held for the pur-

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pose of encouraging social and political action for the elderly. The GETI (Third-Age Studies and Programs Management) establishes the guidelines for this work. In addition, it publishes Third Age: studies on aging magazine and holds congresses and seminars to make society and public and private institutions aware of aging issues. â&#x20AC;&#x201C; Sesc Generations In 2003, the Sesc Generations program implemented a diversified set of cultural activities that made possible a more significant interaction between different age brackets. Thus, according to the institutionâ&#x20AC;&#x2122;s purpose, in addition to fighting the age prejudice, reciprocal learning between generations is encouraged and made possible. Such learning is made effective in activities in the areas of healthcare, sports, leisure, education and culture, where interaction among people of all ages is stressed. Free Internet and digital culture: Actions that address the creative daily use of technological tools and free software systems, bringing the public closer to contemporary art production. Meetings, debates, demonstrations, interventions and workshops of digital and technological creation are offered, as well as activities that lever collaboration and exchange of experiences among people, taking advantage of technological and computer tools for sociability and communication.

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Uninterrupted Sustainable Activities (Virada). Sesc Interlagos, 2012

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Uninterrupted Sustainable Activities (Virada). Sesc Consolação, 2012

Culture and diversity at Sesc SP

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Art at First Sight Exhibition. Sesc Pinheiros, 2012

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Reading at School Project. Sesc S達o Carlos, 2012

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Village, Sesc Ipiranga, 2012

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SPORTS ARE FOR ALL

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THAT IS THE COMMITMENT governing the actions of Sesc S達o Paulo in the sphere of physical-sports activities. Going beyond practice, the actions provided to the population are understood as part of a non-formal and permanent education process, accessible to all groups and people, enabling the promotion of sports culture and encouragement of pleasant and inclusive practice of sports and physical activity. Sesc essential values are leisure, playfulness, participation, social inclusion and encouragement of citizenship. The Sesc aims at expanding the driving repertoire of participants and raise awareness on the importance of including sports and physical activity in the daily agenda of people. In that sense, the entity favors social exchange and learning through initiatives that respect the individuality and characteristics of each citizen, encouraging each individual to incorporate new body skills for his/ her wellbeing and improved quality of life. The Physical-Sports Development activities consist in systematic actions, courses, tournaments and competitions. They are held with the participation and orientation of qualified professionals, whose

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Sports Activity for Senior Citizens. Sesc Consolação, 2009

Basketball Game. Sesc Itaquera, 2012

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João Roberto Basílio Cup. Sesc Bom Retiro, 2012

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function is exactly to foster body awareness of the participant by expanding the exchange of knowledge to enable greater encouragement to the autonomous practice of activities. The inclusion of sports as a cultural element in the agenda has the purpose of promoting sociability, integration and cooperation assumptions. Thus, the actions seek to impact all age brackets and provide for ethical competition practices, respect to individuals and groups and citizenship-focused education of our community. From January to December 2012, Sesc São Paulo attained about 86,500 people registered in the Physical-Sports Development courses, and part of those registered people, about 35,000, are enrolled for Multifunctional Exercise, in addition to a total of about 4 million services delivered by programs and initiatives such as: SESC SPORTS PROGRAM: Promotes education through and to sports. Its performance, considered for four age brackets – children, adolescents, adults and the elderly –, provides conditions to improve quality of life, learning new skills and increasing body expression capacity, favoring achievement of autonomy in this field. Structure by age brackets (Child Sports: from 3 to 6 and 6 to 10 years of age; Adolescent Sports: from 11 to 12 and 13 to 15 years of age; Adult Sports: for people from 16 to 59 years of age, and Sports for the Elderly: for people over 60 years of age), the Program seeks to respect the physical-motor development characteristics of the participant for the purpose of promoting the most diversified sports practices and sports inclusion in the daily life of individuals. Multifunctional Exercise: Intended to people starting from 12 years of age, the program seeks to develop, through exercises, all the physical capacities and motor skills expected for each phase in the life of the human being, and that may be used in daily activities, in the work environment, leisure and sports. Enrolment in the program enables the individual practice of a routine of specific exercises and also participation in group classes whose content includes several techniques and methods. The valuation of individ-

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ual personalities, their practices and choices seek to encourage and enable the participant to recognize the value of the movement performed with greater autonomy and pleasure. Body Practices: This program promotes West and East modalities and practices to promote the wellbeing of individuals through body perception, representations and symbols expressed by the individual. Such practices are: Yoga, Lian Gong, Tai Chi Chuan, Pilates, Reeducation of Movement, GDS physiotherapy, Feldenkrais, Bioenergetics, Self-Massage, and so on. Body & Expression: Promotes dance and fights, having as main objectives encouraging space perception, body limit awareness, relations with others and with the environment through movement. The activities include special events, body experiences and workshops in their several modalities. The courses offered include mainly: ballroom dancing, Brazilian and ethnic dances, belly dancing, judo, karate, capoeira, taekwondo, and so on. Water Practices: Courses of water aerobics, freestyle swimming, having as priority the body adjustment and autonomy of individuals in the liquid medium, valuing the learning of several swimming styles and health condition improvement. The activities in this program also encourage the integration and development of interpersonal relations, through the participation of people from different age brackets, ability levels and interests. Water recreation, festivals, gymkhanas, clinics, lectures with sports professionals and demonstrations of water sports are also part of the agenda.

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Tournaments and championships: Promote sociability, the access to leisure and physical activity as a manner of favoring a holistic development of people who work at commerce, services and tourism companies. They encourage the practice of different sports modalities and the integration of workers of a certain segment. Contemplating the formal and non-formal rules of a certain

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General Fitness Forum. Sesc Campinas, 2012

modality, the activities are designed to expand the promotion and practice of that modality among the most diversified audiences. The Cups and Tournaments cover the most diversified sports practices, such as indoor soccer, society soccer, volleyball, sand volleyball, tennis, handball, basketball, table tennis, chess, etc., and also seek to include disabled people. Sports Culture: This refers to the history of athletes and their achievements; of clubs and their track records; of the construction of sports facilities and their impacts on the life of cities, among other contents and information. It refers to valuation and recognition of sports as a fundamental component of culture and the symbolism of a society. The project includes actions of a transversal nature, such as campaigns, exhibitions of sports culture, seminars and congresses, meetings with athletes, sports experiences and presentations. Recreational Sports: In the several modalities, the possibility of spontaneous practice â&#x20AC;&#x201C; non-systematic and autonomous practice of sports modalities â&#x20AC;&#x201C; promotes sociability, favors teamwork and relationships among people of all ages, encouraging inclusion of sports practice in the daily agenda, the search for quality of life and autonomous leisure. Lectures, courses and experiences, as well as orientations on healthcare, posture, physical condition, eating and concern with sustainability complement the Recreational Sports action. Open Classes and Clinics: Of an occasional nature, they consist in open classes about several physical-sports modalities, many of them with Brazilian athletes, where the relationship among people of all ages and skill levels is promoted. The purpose is to favor experience of a certain content and, therefore, making people aware of a greater connection and adherence to the universe of physical activity and sports.

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Walking, Running and Bicycling Clubs: Actions that promote during leisure time socializing experiences, entertainment and better quality of life. Including urban routes or trails close to the capital city, countryside and coastal areas, the club activities focus on care, safety, posture, aspects relating to the physical condition, clothing, eating, as well as concern with mobility, the environment and sustainability. In addition to being responsible for the Clubs, the Sesc is also accountable for its Running Circuit that seeks to expand and involve interested and practicing individuals with the running modality. Dancing Practice Meetings and Activities: Include incentive to body expression, dance learning, mediation with history and cultural aspects of different styles, also valuing sociability through those meetings and activities. Sesc Enterprise: For the purpose of improving health conditions, wellbeing and integration of commerce, services and tourism company employees, Sesc S達o Paulo provides the workers of those segments with several actions, such as: tournaments and championships, oriented recreational activities, sports and recreational festivals, and so on. One can point out the Sesc Commerce and Services Cup, an annual event held at all units from September to November. In addition to the practical part, the Program also offers: publications focusing on professional categories; production of informative contents oriented to improve ergonomics in the workplace; technical assistance to shape and hold sports events of certain segments; location of sports courts; seminars, courses, educational campaigns and special events that ratify the importance of the practice of physical and sports activities to improve the quality of life of participant workers.

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Sesc Summer: A project held in the months of January and February that develops a special thematic agenda, gathering a signif-

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Sesc Running Circuit. Sesc Santo Amaro, 2012

icant volume of people at Sesc units, as well as in many leisure facilities in the cities where the institution is present or conducts external actions. The purpose is to make people aware of the benefits of sports and body practices; for this reason, it applies strategies favoring knowledge acquisition and easy understanding and assimilation of concepts relating to sports culture and physical activity. Challenge Day: This is a campaign to promote Sports for All. A result of the partnership between Sesc SĂŁo Paulo and TAFISA (The Association For International Sport for All), it was designed to contribute to the awareness about the importance and benefits of the practice of physical and sports activity in the life of people and communities. Coordinated by the Sesc and implemented by the governments of the cities where it takes place, the Challenge Day promotes physical and sports activities in the most diverse spaces of cities in the last Wednesday of May, encouraging the articulation and the work among companies, schools, fitness centers, universities, clubs, NGOs, trade unions, urban transport concessionaires and public entities. Get Moving, Brazil: A campaign that proposes to place the country into movement and encourage actions that favor social development, through adherence of people and organizations that are engaged in and committed to the practice of sports and physical activities. The campaign is an action of Movement Promoters such as the YMCA (Young Menâ&#x20AC;&#x2122;s Christian Association), Athletes for Citizenship, Olympic Public Authority), the Ministry of Sports, Ministry of Health and Sesc and seeks to combine efforts for the purpose of increasing the number of people practicing sports and physical activities in the country up to 2016.

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Wheelchair Handball. Sesc Santo Amaro, 2011

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Healthcare and Healthy Eating

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SESC Sﾃグ PAULO BELIEVES healthcare should be fully comprehensive, mainly because labor (the nature and circumstances where healthcare is delivered), education, housing, nutrition, culture, physical activity and leisure issues are connected to it. In short, everything that creates proper conditions for dignified living. Focusing less on curing diseases and more on health promotion, Sesc performance is naturally associated with values such as solidarity, equality, democracy, sustainability and sharing. In the educational process, human beings develop their capacity to care for their own health, controlling the factors that affect health. Thus, they improve their quality of life, strengthen citizenship and become active and conscious individuals. That performance is developed in a broad and integrated manner in four fundamental fields: Healthcare, Eating and Nutrition Education, Dental Treatment, and the Mesa Brasil Program. Another field covers clinical and dermatological assessments, i.e., medical services that, in turn, have a direct relation with the other institu-

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Hands-On Workshop. Sesc Pinheiros 2012

tional actions and the several audiences. The work results in a network where all individuals take part. Health Education A program of educational actions in the individual and collective spheres that promotes health through dynamics to raise awareness and orient people to prevent diseases and keep good health, with important results in their quality of life. The program turns the educational process into a disease-prevention tool and a set of actions that make healthy behaviors viable. Understanding healthcare determining factors, such as learning about government policies, for example, and discussing practical measures to promote, protect and recover good health conditions, individuals are made aware of their importance as main players in promoting a healthy society. People are also made aware of the impact of health concerns on the social transformation process, considering such concerns as a factor to favor quality of life improvement and to create an opportunity to see health as an essential human right. Developed in partnership with other institutions and other SESC programs, such as eating and nutrition education, dental services, socio-environmental education, physical-sports development and artistic-cultural activities, this program focuses on audiences of all ages, and this means the continuity of such actions in the life of those who are assisted by the programs. Over 800,000 services are provided through workshops, lectures, alternative practices and other interactions relating to health and wellbeing promotion. Eating and Nutrition Education The Eating and Nutrition Education Program is based on the assumption of offering balanced and healthy eating habits by supplying meals and a mix of products at differentiated and subsidized prices to registered individuals and customers at large. The menus offered by Sesc S達o Paulo rely on the use of healthy

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Brazilian products balancing contemporary notions of nutrition and gastronomy, prioritizing quality, diversity and safety of foods, respecting the local eating culture and the concerns for providing tasty foods to customers to encourage socialization in gourmet spaces at the units. This refers to the educational process present in the daily activities, in the services provided and also educational actions, affecting different audiences and age brackets, such as lectures, workshops, artistic interventions and seminars designed to promote quality of life and eating education and culture, encouraging conscious consumption. Such actions provide for interaction and exchange of information between the professionals and the general public, whereas the interface with other programs kept by the institution provides for multidisciplinary actions and rich experiences. The Eating and Nutrition Education area provides about 15,000 meals daily, distributed into 9 restaurants, present in the following units: Belenzinho, Campinas, Carmo, Interlagos, Itaquera, Pinheiros, Pompeia, Santos and Bertioga. In addition, in 64 catering units, 3,000 dishes are served daily, and about 20,000 services are delivered in cafeterias, theater cafĂŠs, snack bars in swimming pools and gyms, distributed into 29 operating units. Dental Program Since the very beginning, Sesc SĂŁo Paulo has always focused healthcare actions on the oral health of workers. To promote oral health, the Sesc relies on a healthcare model that emphasizes information and values educational processes, encouraging autonomy and going beyond curing diseases. Its objective is to expand conditions and empower individuals to act on the set of variables that determine their health condition. The Programâ&#x20AC;&#x2122;s basic assumption refers to principles such as respect for others and promotion of collective wellbeing, encouraging professionals to go beyond the role of specialized technical professionals and qualifying them to welcome users, considering them in their bio-psycho-social totality.

Sesc Dental Service. Sesc Osasco, 2011

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Mesa Brasil Program, 2012

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With 116 dental offices and 418 professionals and present in 28 units in the capital city, coastal area and countryside of the State of São Paulo, distributed into 22 clinics, 5 mobile units and 1 dental office, dental actions observe principles such as valuing human beings, respecting their lifecycle and the social context where they live. Clinical activities are developed in the areas of Restorative Dentistry, Periodontics, Endodontics, Dental Prostheses, Dental Pediatrics, Surgery and Radiology, with about 700,000 clinical services per year. Mesa Brasil Program This is a social-action program involving an educational commitment backed on the principle that eating properly is a right of all citizens. The program was created by Sesc São Paulo in 1994 and is based on the Eating and Nutrition Safety concept, defined as the universal right of regular and permanent access to quality foods, in sufficient quantities, without compromising the access to other essential needs, having eating habits as practical healthcare promotion and respecting cultural diversity that is socially, economically and environmentally sustainable. This is a permanent initiative that gathers companies, institutions and volunteers for the purpose of contributing to reducing food waste and eating/nutritional risks, in addition to promoting improved quality of life for the individuals assisted by social institutions. In the first stage of Sesc São Paulo’s operation, the so-called Urban Harvest, by using a food transportation service, the Sesc visited companies that are aware of their role in society, previously invited to participate. Those companies donate food products that have lost commercial value for some reason, but are still good for consumption. Sesc São Paulo’s transportation service then takes the food products to social institutions that need them. In a second stage, courses, training sessions, and workshops with donating companies, social institutions and the community

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are held in the units. Those activities provide information and guidance, for example, on how to avoid waste or promote hygiene and proper handling of food products, in addition to presenting other practices that may assure quality and total use of the food products. Specialized professionals, volunteers and representatives of the university community participate in all those actions. The Mesa Brasil Program is present in the Capital City (Carmo and Itaquera units) and in the cities of Santos, São José dos Campos, Bauru, Piracicaba, Rio Preto, Taubaté, Santo André, Campinas and Osasco. With 23 vehicles to transport food products and 1 warehouse to receive large donations in the City of São Paulo, the program gathered about 3,800 tons of food donated by 650 companies in 2012, and the food products were used in balanced, safe and healthy meals served to about 120,000 people per day in the 630 institutions registered to receive them.

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Communicate to Educate

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A networked world of leisure It is nothing new that technological revolutions have the power to dramatically improve, to an extent undreamed, the ability of communication among men and the peoples of the whole world. That was the case with the radio, telex, telephone, etc. However the global need to exchange information, share experiences, equate results, interact in all aspects of life continues to grow. Considering that since the beginning of its history, in 1946, the purpose of Sesc S達o Paulo is to provide its audience with new and differentiated forms of access to information and the means for improving their individuality, completing their education and strengthening their citizenship, it is imperative that such performance always occur in the most advanced frontier of that process of technology expansion and human communicability. Without losing sight of traditions that consolidate our several conditions of human beings, and plunging into the new, the bold, the experiment as a form of learning and development, Sesc S達o Paulo considers itself part of the huge network that is constantly

being built, woven, and that approximate us: the Internet. The word “net” here means communication in its purest aspect. Something invisible, almost abstract, whose physical structure is small as compared to the range it can attain. It is as if information had a life of its own, something endowed with autonomous movement, directly contacting people from different regions of the country, and from different countries, feeding on the web of relations it creates. No wonder the Internet today is synonymous to cyber dating, where “social media” (Facebook, Twitter, Flickr, etc.) proliferate, changing our means of communication, our juxtapositions, information and diffusions. Sesc São Paulo Portal: The entity operates on a permanent basis on the Internet, constantly up-to-date in relation to all devices facilitating content distribution. This also enabled the portal to strengthen its relationship with an increasingly connected audience of all social segments and age brackets. In their respective portals, each unit has its Twitter and Facebook page. Thus, the public access to programming increased considerably, because the institution is disseminating, in a virtual way, the activities offered in loco at the units. Sesc São Paulo currently has more than 500,000 followers, considering the audience of all channels on Twitter, Facebook and YouTube. The growing spontaneous audience – about nine hundred individuals who daily publish comments, plus those who follow Sesc São Paulo on the social media – evidences the interest in the actions of the institution and shows their recognition too. Posts and tweets circulating on channels, published by persons always in search of information to better enjoy the unit programming, are downright flattering when assessing services. Sesc São Paulo Portal actions in 2012 aim at expanding its presence online, so as to transcend its website address. The idea is that people may relate with the Portal as they please, and not necessarily via direct address, sescsp.org.br. It will be possible to receive programming highlights via email or cell phone, read

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contents on the e-reader, send suggestions via Facebook, find captioned photos and videos, freely navigate on Youtube, Flickr and Google Maps, to name only a few of the services and possibilities. Online services: The entity’s performance on the Internet is quite varied, including the production of websites and apps specific for certain events, content-added tools, new possibilities to cover events relating to Sesc São Paulo, live broadcasting of shows, courses and interactive classes/shows, etc. Services offered online include ticket selling and promotion, enrollment in seminars, publicity of vacancies to be filled in sports courses and dental appointments by drawing, application for the season at Sesc Bertioga, application and following up on RFQs, publicity of and enrollment in job selection processes, relationship channel with the audience by email (Contact Us) and SESC store. E magazine, a traditional Sesc São Paulo publication is now available online, with a daily updated agenda. There is also a digital archive of the contents of E and Problemas Brasileiros magazines since 1996. There are over one hundred thematic hotsites, www.sescsp.org. br/sesc/sites, with live broadcasting of activities at the units and a list of programming for inquiry on demand, currently comprising 5,500 videos on channel www.youtube.com/portalsescsp, totaling 2.5 million views and a collection of 42,000 images on www. flickr.com/sescsp. The live broadcasting service on the Internet of in loco events is another relationship strategy and content distribution. Therefore, Brazilian or foreign artists, thinkers, writers, sportspersons, opinion makers, social agents and intellectuals will be available to the largest number of interested people, within or outside the State of São Paulo. The aforementioned social media publicize the live programming of units and portal contents, in addition to mediating programs and public services in real time. At present, Sesc São Paulo has 318 channels and 155,000 subscribers of the monthly and weekly issues of the newsletter containing the agenda.

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Why a network? And what for?: A virtual network of scientific ideas and issues, formulated for and experienced by children between 9 and 14 years of age. That project was based on the first online version of the homonymous exhibition, made available in 2002 and kept active up to 2007. Such project managed to have 18,000 enrolled children and 700 personal labs, charged with experiments and research data on several science-related themes. That educational proposal is linked to a digital interface for the purpose of demystifying sciences and bringing them to childrenâ&#x20AC;&#x2122;s daily lives through experimentation. The audience may participate through the reading of contents and watching debates or the creation and publication of contents and active participation in the debates provided the person is enrolled. At first, the network will be structured into six generic themes, each one of them represented by a CP (Research Center): CPAstro (Astronomy), CPBio (Biodiversity), CPCOM (Communication), CePE (Energy), CPTI (Technology and Innovation) and CePM (Microorganisms). In those centers, registered visitors play the role of scientists. Thus, they may create their own lab, related to the CP of their interest, and publish their own experiments. They may also participate in other labs as collaborators or guests, exchanging experiences with other scientist colleagues. Their experiences will be published in other labs, and vice-versa, as a bookmark of experiments of interest. Each CP also has an auditorium, where agendas are proposed for debates encouraged by the mediator or the children themselves. Such auditoriums were named after famous scientists in their respective areas: Galileo Galilei (CPAstro), Charles Darwin (CPBio), Antonio Meucci (CPCOM), Albert Einstein (CePE), Santos Dumont (CPTI) and Louis Pasteur (CePM) Auditoriums. SescTV: The purpose of Sesc communication actions is to publicize its mission of social and cultural improvement to broader audiences. In that context, electronic media, such as TV and the internet, play a fundamental role, and are the main media to take

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information, culture and entertainment to millions of Brazilians. In 2013, cable TV attained 17 million subscribers in Brazil, that is, it is available to over 50 million Brazilians in about 25% of homes. The extraordinary growth of that segment occurred mainly in lower-income classes. The same is true as regards broadband internet that enables access to cultural audiovisual items anywhere anytime, via cell phones and other mobile devices. Expressions such as mobility, convergence and interactivity are now routinely used by the audience and audiovisual producers. There is therefore a favorable scenario to Sesc cultural action with the inclusion of those more accessible media even as to the possibilities of production â&#x20AC;&#x201C; that is, the expansion in the number of cultural players, a fact that increments cultural diversity and is much more democratic at the time when those actions are made available to increasingly larger segments of the population. The mission of SescTV is to increase Sesc social and cultural action in all regions of Brazil. The channel, available 24/7 on the Internet and cable TV, produces and broadcasts cultural audiovisual pieces intended to promote several art languages. Its programming exhibits shows, documentaries or debates in the areas of theater, music, dance, literature, cinema, visual arts, regional culture, architecture and so on, in addition to cultural expressions relating to gastronomy, physical activities and tourism. During breaks, â&#x20AC;&#x153;pillsâ&#x20AC;? of video art, poetry, music and cultural information are exhibited, in addition to public-utility campaigns. Such programming allows viewers to enjoy shows of several artistic genres, have access to critical debates on those expressions and acquire knowledge and information on Brazilian culture. The Sesc believes that cultural TV is not strictly defined by the quality of the contents it broadcasts, but also by providing the

Counter-Plan. SescTV, 2013

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The Work and the Pleasant Portuguese, “Somos1Só” (We are one) project. SescTV, 2011

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enlargement and demystifying of the perspective, that is, conceiving TV not only as a vehicle, but also as an expression of audiovisual art. This requires breaking up with language conventions, improving the narrative and encouraging experimentalism. In this context, independent production is fundamental and it has to be effectively independent in terms of originality and creativity, whether in its thematic preparation or esthetic proposal. In addition to comprising the program grid of the TV and internet channel, all SescTV productions are also intended to create a broad audiovisual collection of Brazilian culture. At present, programs included in that collection are frequently requested by universities, institutes and research centers for use in their cultural and educational activities. Cultural diversity is present not only in the contents presented and themes discussed in those programs, but also in the manner to produce them. For this reason, all SescTV audiovisual pieces are produced by independent Brazilian producers tailored to the various issues and cultural approaches. This does not merely mean to affix a â&#x20AC;&#x153;made in Brazilâ&#x20AC;? stamp to everything that is devised here, but to imprint several cultural identities, encompassed by hues permeating from urban to rural culture, from the most popular to the most erudite expressions, the encounter of regionalisms with universalization, the understanding of the past, the interpretation of the present and the building of the future.

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International Relations

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as of the 1960s, as already mentioned in chapter 2 above, Sesc performance shifted significantly from the provision of assistance services that was in effect since its foundation to a multidisciplinary action directed to permanent education, the creative occupation of free time, and the empowerment of citizens to exercise their rights and criticism and to practice respect for others. As of the 1960s, with the incursion of social monitors in the area of leisure studies based on a practical approach, Sesc SP came into contact with some experts on that theme. Naturally, due to Sesc social focus and its similarity with the French, the latter became Sescâ&#x20AC;&#x2122;s first international connection, considering that French researchers had already been investigating some topics covered in UNIMOS studies for some years. It was both with Sorbonne, Paris V and the CNRS (Centre National de la Recherche Scientifique) that Sesc empirically strengthened its course of action, in line first with the ideas of Joffre Dumazedier, and later Edgar Morin, the French philosopher who clearly influences the cultural management model the institution has adopted since the 1990s.

Between 1970s and 1980s, the international relations area made an effort to improve its own technical team. In those years, research partnerships and agreements, professional experience exchange programs, further studies of continuing education and long-term courses for some key managers were established with some institutions of excellence such as Sorbonne itself and Insead, in Paris, on matters of public administration, technology, elderly citizens, social sciences and research in general; IMD in Lausanne, on institutional management; San Diego State University, leading trends of leisure; and Pace University, in New York, and Université du Québec, on cultural management. From the 1990s to date, the communication network between international associations in the field of health, leisure, social tourism, culture, arts and sports with related institutions and scholars was intensified. Sesc’s course of action attracted many of those that are part of Sesc’s list of long-lasting and strong partnerships, considering that the international relations department intends to encourage multilateral connections to increasingly strengthen the socio-educational role of all Sesc units with the world at large. The approach of institutions and building of international partnerships in the area of physical and sports activities dates from that time. Such partnerships sought to value what the institutional action has always stood out for: the prospect of developing and performing actions connected with the field of education to strengthen socialization and build alternatives to social improvement. Therefore, the relations with the institutions promoting the Sport for All movement worldwide were renewed. As a result, since 1995 the institution has taken actions toward the involvement with and contributions from Tafisa (The Association for International Sport for All) and ISCA (International Sport and Culture Association) in which Sesc has a special participation because it has been holding the Vice-Presidency of the Executive Committee since 2011;

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initiatives with the DGI (Danish Gymnastics and Sports Association), in addition to its involvement with other organizations such as FISpT (International Sport for All Federation), FICTS (Fédération Internationale Cinéma Télévision Sportifs) and Latin-American Alliance of Sport for All. Based on a new understanding about Brazil, the use of concepts such as glocal (simultaneously global and local) or “developing” became more popular. The term BRIC (Brazil, Russia, India and China) to represent this unique bloc of countries that have been standing out in the 21st century for several reasons, coined a new interpretation that the axes of the world are more and more volatile. Assuming as flexible the epicenters of the arts, culture and wellbeing in a completely different world order than the one we had 15 years ago, the Sesc expanded itself as a unique model highly respected internationally. Its private funds, guaranteed by business enterprises and service companies, hedged by good management practices and high-quality actions, always keeping in mind its educational mission and the public interest, with its governance model guaranteed by the Federal Constitution and under the aegis of innovation in the fields Sesc proposes to discuss and organize, are essential to build an international parameter that may become the benchmark for the set of institutions that influence culture, sports and wellbeing –both private and public. Starting from 2008, with the Year of France in Brazil (2009) Sesc São Paulo Regional Director, Danilo Miranda, was appointed by then Minister of Culture Gilberto Gil to hold the position of Brazilian Commissioner of the Year of France in Brazil and, later confirmed by President Lula to hold such position, the Sesc has established itself as the decisive international partner in the planning of the official bilateral celebrations that followed with the Netherlands (2010), Portugal (2012/2012), Italy (2011/2012), United Kingdom (2012 to 2016) and even in a possible new partnership with Australia (2015). Therefore, Sesc International Relations main responsibility is to respect the core of world cultures in order to establish meaningful partnerships with international institutions – both private and

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Olafur Eliasson Exhibition (DENMARK). Your body of work. Sesc_Videobrasil. Sesc Pompeia, 2011

public â&#x20AC;&#x201C; in Sesc SP-related activities in the social, cultural, educational, sports and artistic spheres. Created in 2010, soon after the end of the Year of France in Brazil (2008/2009), in which Sesc Director held the position of Brazilian Commissioner, this new area of the entity contemplates a greater appreciation of Sesc SP among leading institutions that export knowhow on socio-cultural management and democratization of the access to culture. The International Relations Service department creates strategies for current and future collaborations by proposing dialogs with several areas of interest of the entity, internally interfering so that the chain of actions with the international scenario may be fruitful and knowingly broad, maintaining the diversity of actions, and combining institutional realities with related missions. The International Relations articulates Brazilâ&#x20AC;&#x2122;s multilateral actions with foreign countries, when there is the official involvement of Sesc SP, operating, in parallel, as a catalyst of objectives similar to a strand of institutional dynamics. Therefore, it is only natural that the department is in charge of contacts with Consulates-General, Embassies, Ministries of Foreign Relations of other countries as well as of Brazil, official government departments, contacts with other companies, also private companies when there is a mutual public interest involved, that benefit both Sesc and the partnership. Within this context, Sesc professionals are more and more invited to be curators, co-curators, lecturers, congress participants, workshop developers, special visitors to places producing knowledge and programs similar to its field of action abroad, promoting socio-educational actions and exchange of ideas between countries. To the International Relations Service and People Management departments every invitation is subject to the personal development policy applicable to all Sesc professionals, and as a result, all events abroad are valued as a manner of investing in and updating Sesc staff and their direct teams. The institutionâ&#x20AC;&#x2122;s original objective of exchanging reports with

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other agencies worldwide, highlighting similar interests in order to carefully examine the trends and innovations in socio-cultural management has always been met. Also, since the beginning many new partnerships have been strengthened and at present the list of key collaborating institutions is commendable and growing. Anticipating a gradual and constant change increasingly more integrated to production models and socio-educational intermediation, the International Relations requires the agility demanded by the world today, adapting itself either to alternative perspectives or to the more traditional patterns of the area, but always organizing itself as an institutional network, advancing in flexible spaces and creating a ballast that moves through the dynamics of cultural diplomacy codes. Some partnerships in South America: Argentina: Country invited by 2010 Mirada Festival with 7 plays; bilateral action with the Ministry of Culture of the City of Buenos Aires. Bolivia: Constant performance in the Theater Festival of La Paz. Chile: bilateral action signed for international cooperation with Santiago a Mil Festival. Colombia: Bogota Festival “Invited country, Brazil” in 2014; participation of Jorge Melguizo in the Culture and Urban Seminar Transformation in 2011. Ecuador: Participation of Sesc – Arte, Trabajo y Economia (Quito, 2012); participation of groups from Ecuador in the 2010 Mirada Festival. Peru: Performance of the Yuyachkani art-politics intervention group in the 2010 and 2012 Mirada Festivals.

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Some partnerships in Europe: France: France Consulate-General in São Paulo, Embassy of France, Cité de la Musique, Cité des Sciences et de l'Industrie, Maison Rouge, Jeu de Paume, Avignon Festival, Marseille Festival, Bureau Export de la Musique, Cartier Foundation, Université de Paris (Sorbonne), Centre Georges Pompidou, Maison de la Danse de Lyon, Alliance Française, main partner in the Year of France in Brazil (2009). United Kingdom: British Council, Edinburgh Festivals, John

Dance show, Biblioteca del corpo, Arsenale Della Danza Company. Sesc Pinheiros, 2012

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The Castaways of Mad Hope, Théâtre du Soleil. Sesc Belenzinho, 2011

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McAslan Architect Project, Lina Bo Bardi Fellowship (created by the British Council in partnership with Noemi Blager), Magic Me, Southbank Centre. Italy: Settimana della Ricerca at the University of Matera, Italian Institute of Culture in São Paulo, partnership with Arsenale della Danza at the Venice Biennale, partnership with Art for the World for exhibitions and seminars. Spain: AECID, La Fabricca, Insitituto de Bellas Artes, bilateral action cooperation signed by SEGIB. Portugal: Portugal Consulate-General in São Paulo, São João Theater, partner of the Year of Portugal in Brazil (2012). Germany: Goethe Institut in Brazil and Germany, Tafisa (The Association for International Sport for All), ZKM, Munich Biennale, Book Fair in Frankfurt (Frankfurt Buchmesser). Belgium: International Social Tourism Organization. Denmark: International Sport and Culture Association, C40 Cities Project, Cultural Institute of Denmark. Austria: Wiener Festwochen; ImPulsTanz; Ars Electronica. Finland: Partnership with the Ueinzz theater group and with Finland-Brazilian publisher N1~. Russia: Partnership with the Tchekov Festival headed by Valéry Shadrin. Turkey: Istanbul Agora Festival, partnership with Turkey Consulate in São Paulo. Switzerland: Partnership with itinerant exhibition Eternal Tour. Poland: Cooperation with the Adam Minckiewicz Foundation. Some partnerships in North America: USA: MoMA, New Museum, International Society for Performing Arts, Denver Biennial of the Americas, Basketball Star Project Partnership of Sesc and the US Consulate and Alumni Association; United States Consulate-General in São Paulo, Cooperation with Stage Fest Theater of NY in partnership with Robert Sterling Clark Foundation – Director’s Lecture at the America’s Society in NY in 2011 and 2012; cooperation with Watermill Center, a foundation created by Robert Wilson, several musical activities with American artists, Visionaire Magazine. Canada: Historical participation in festivals such as Cinars and Rideau; collaboration in Québec Cinema Festivals; Francofonia Week; SAT – Société des Arts et Technologies, Eletra – Art-Media Biennale; partnership in Circus Arts;

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partnership with Stéphan La Voie of the La Tohu Center in Montréal suburbs. Mexico: a country honored at the 2012 Mirada Festival; International Relation for finance and institutional bilateral action cooperation with the INBA (National Institute of Belles Arts); agenda established with the Conaculta with finance and institutional support; Mexico Consulate-General Partner; Agreement for future cooperation, established between Sesc and INBA in 2012. Some partnerships in Asia, Oceania and the East: Japan: Japan Foundation, Embassy of Brazil in Japan, exchange with universities that study Brazil. Israel: Israel Consulate-General in São Paulo. China: TAO Dance and Ministry of Culture of China. India: Official Sesc visit to Delhi and Bangalore as active participants in a proposal for a new model to fund culture during the Junoon Theatre Festival headed by Sanjna Kapoor. Australia: Australia Embassy in Brazil, Australian Council for the Arts, Council for Australia-South America Relations.

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Institutional visitors hosted by Sesc in past years (2011, 2012, 2013) Joseph Polisi (Juilliard School; NY), Faith Liddell (Edinburgh Festivals), Hans Ulrich Obrist (Serpentine Gallery; London), Claire Rigby (Time Out), Luis Peres-Oramas (MoMA/SP Biennale), Jay Levinson (MoMA NY), Todd Bishop (MoMA NY), Cecilia Dean (Visionaire; NY), Serge Toubiana (Cinemathèque Française), Anne Hidalgo (Paris City Government), José Manuel Gonçalves (CentQuatre; Paris), Patrick Chardenet (Agence Universitaire Française), Patrick Charpenel (Jumex; Mexico), Christine Buhl Andersen (Museum for Kunst Denmark), Olafur Eliasson (artist, Denmark); Nicolas Serrota (Tate Modern; London), Juan Meliá (INBA; Mexico), Haydée Zavalla (INBA; Mexico), Ana Teresa Ramirez (Universidad de Guadalajara), Ramiro Osório (Teatro Major; Bogota), Stéphan La Voie (La Tohu; Montréal), Donald Alsop (Tate Modern; London), Patrick Olivier (Paris Dauphine; Paris), Alberto Fesser (Eñe, Matador, Photo España; Madrid), Enrique Iglesias (SEGIB; Madrid), Rowan

Moore (The Guardian; London), Bill Bragin (Lincoln Center; NY), Larry Rohter (NYTimes); Graham Sheffield (British Council; London), Anneke Hogenstjin (Concertgebow, Amsterdam), Ronald Leopold (Anne Frank House; Amsterdam), Pierre Arcand (Ministre Affaires Étrangères; Québec), Jadranka Mihalik (UN), Farida Shaheed (UN), Franco Bernabe (Italia Telecom /Museum of Trento and Rovereto), Kazunobo Fujimoto (Sasakawa Sports Foundation; Tokyo), Carine Bienfait (Palais de Beaux-Arts; Brussels), Michel Baudson (Ministère de La Culture; Brussels); Xavier Greffe (Sorbonne; Paris), Didier Fusillier (Lille 3000), Susan Langford (Magic Me; London), Hernán Lombardi (Minister of Culture; Buenos Aires), Olivier Caro (Nantes City Government), Christian Boltanski (artist, France), Isaac Julien (artist, United Kingdom), Robert Wilson (artist, USA), Isabelle Huppert (actress, France), Carole Bouquet (actress, France) Claudia Barattini (Santiago a Mil Festival; Santiago de Chile), Joanna Kiliszek (Assistant Director Adam Mickiewicz Foundation), David Colman (NY Times), Rem Koolhas (architect, the Netherlands), Susan May (White Cube, London), among others. Highlights of the International Press in past years: NYTimes (March 27, 2012): Cover* http://www.nytimes.com/2012/03/27/arts/brazils-leading-artsfinancing-group-shares-the-wealth.html?pagewanted=all The Guardian (September 9, 2012): http://www.guardian.co.uk/artanddesign/2012/sep/09/ lina-bo-bardi-together-review Mirada Festival Gara, Spain http://www.gara.net/paperezkoa/20120918/362661/es/ El-Festival-Mirada-Santos-

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La Naci贸n, Argentina http://www.lanacion.com.ar/1509323-mirada-inquietante-recorrido-por-el-universo-iberoamericano International Circus Festival by the Qu茅bec Ministry of Foreign Affairs h t t p ://w w w. m r i f c e . go u v.q c .c a/ f r/s a l le - d e - p re s s e/ actualites/12437

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Sesc SP units

araraquara

bauru

Presidente Prudente

rio

catanduva

birigui

preto

bertioga

santos

sorocaba

josé dos

taubaté

São

jundiaí

campos

campinas

piracicaba

são carlos

ribeirão preto franca

Sesc SP units in the countryside and coastal area of the state

interlagos

mariana

amaro

vila

santo

cinesesc

consolaĂ§ĂŁo

pinheiros

maio odontologia

osasco

carmo

Eia

pomp

santana

bom retiro

santo

caetano

andré

são

av paulista

itaquera

belenzinho

ipiranga

guarulhos

Sesc SP units in the capital city and Greater São Paulo

SESC SÃO PAULO REGIONAL BOARD - 2010-2014 Full Members: Benedito Toso de Arruda, Carlos Frederico Zimmermann Neto, Cícero Bueno Brandão Júnior, Dulcina de Fátima Golgato Aguiar, Eládio Arroyo Martins, Euclides Carli, Jair Toledo, João Herrera Martins, José Maria de Faria, José Maria Saes Rosa, José Roberto de Melo, Luiz Carlos Motta, Manuel Henrique Farias Ramos, Milton Zamora, Paulo João de Oliveira Alonso, Roberto Eduardo Lefèvre, Rosana Aparecida da Silva, Silvio Gonzáles, Walace Garroux Sampaio, William Pedro Luz. Alternate Members: Aparecido do Carmo Mendes, Arnaldo José Pieralini, Atílio Machado Peppe, Célio Simões Cerri, Dan Guinsburg, Flávio Martini de Souza Campos, José de Sousa Lima, Natal Léo, Oswaldo Bandini, Paulo Roberto Gullo, Pedro Abrahão Além Neto, Rafik Hussein Saab, Raul Cocito, Reinaldo Pedro Correa, Ricardo Espírito Santo Ferro, Vicente Amato Sobrinho. Representatives of the Regional Board to the National Board Full Members: Abram Abe Szajman, Ivo Dall’Acqua Júnior, Rubens Torres Medrano. Alternate Members: Aldo Minchillo, Costábile Matarazzo Junior, Ozias Bueno.

SESC - SERVIÇO SOCIAL DO COMÉRCIO State of São Paulo Regional Administration CHAIRMAN OF THE REGIONAL BOARD Abram Szajman REGIONAL DEPARTMENT DIRECTOR Danilo Santos de Miranda Superintendents Social Communication Ivan Giannini / Technical-Social Joel Naimayer Padula / Administration Luiz Deoclécio Massaro Galina / Technical and Planning Assistance Sérgio José Battistelli / Technical Consultant Olegário Machado Neto

sesc sp - 21st c.

Managers Legal Advice Carla Bertucci Barbieri / Administrative Communication Roberto Duarte Pera Deputy Manager Elvira de Fátima Paulon Troiano / Assets and Services Hosep Tchalian Deputy Manager Gilberto de Almeida / Hiring and Logistics Jackson Andrade de Matos Deputy Manager William Moraes / Finance José Augusto Paula Marques Deputy Manager Francisco L. Pereira / Service Operations Racso Roberto de Souza Deputy Manager Ricardo Sansone/ People José Menezes Neto Deputy Manager Rubens Torres Babini / Information Technology Juvenal Francisco Pires Deputy Manager Flávio Balerine/ Procurement Jair Moreira da Silva Júnior Deputy Manager Paulo César dos Santos/ Engineering and Infrastructure Amilcar João Gay Filho Deputy Manager Carlos Humberto Bigaton/ Physical-Sports Development Maria Luiza Souza Dias Deputy Manager José Henrique Osoris Coelho / Socio-Educational Programs Maria Alice Oieno de Oliveira Nassif Deputy Manager Flávia Roberta Costa / Cultural Action Rosana Paulo da Cunha Deputy Manager Flávia Carvalho / Third-Age Studies and Programs Cláudio Alarcon Deputy Manager Lilia Ladislau / Studies and Development Marta Raquel Colabone Deputy Manager Andréa de Araújo Nogueira / Healthcare and Healthy Eating Maria Odete Ferreira Marcondes de Salles Deputy Manager Maria Fabiana Ferro Guerra / Public Relations Paulo Ricardo Martin Deputy Manager Carlos Rodolpho T. Cabral / Audiovisual Activities Silvana Morales Nunes / Graphic Arts Hélcio José de Paula Magalhães Deputy Manager Karina Musumeci / Product Development Marcos Lepiscopo Deputy Manager Évelim Lúcia Moraes / Publicity and Promotion Marcos Ribeiro de Carvalho Deputy Manager Fernando Hugo da Cruz Fialho / Belenzinho Marina Avilez Deputy Manager Patrícia Piquera Vianna / Bom Retiro Milton Soares de Souza Deputy Manager Meilin M. Werneck da Silva / Carmo Andréa Cristina Bisatti Deputy Manager Afonso Elisio Corrêa Alves / CineSesc Gilson Packer Deputy Manager Simone Yunes / Consolação Felipe Mancebo Deputy Manager Simone Engbruch Avancini Silva / Interlagos Mariângela Abbatepaulo Deputy Manager Renato Franceschini Oliani / Ipiranga Mônica Carnieto Deputy Manager Cristiane Lourenço / Itaquera Érika Mourão Trindade Dutra Deputy Manager José Carlos Monteiro / Odontologia José Paulo Bersan Deputy Manager Cleber Blanco / Osasco Ana Paula Malteze Deputy Manager Patricia Dini / Pinheiros Cristina Riscalla Madi Deputy Manager Ricardo de Oliveira Silva / Pompeia Elisa Maria Americano Saintive Deputy Manager Cecília Camargo M. Pasteur / Santana Lilia Marcia Barra Deputy Manager Mario Fernandes da Silva / Santo Amaro Claudia Darakjian Tavares Prado Deputy Manager Maracélia Ramos Teixeira / Santo André Jayme Antonio Paez Filho Deputy Manager Robson Aparecido Silva / São Caetano Ricardo Gentil Oliveira Deputy Manager Claudia Maria da Silva Righetti / Vila Mariana Oscar Rodrigues Filho Deputy Manager Denise Lacroix Rosenkjar / SescTV Valter Vicente Sales Filho Deputy Manager Regina Salete Gambini / Araraquara Paulo Sérgio Casale Deputy Manager Celina Kunie Tamashiro / Bauru Monica Machado Deputy Manager Jonadabe Ferreira / Bertioga Marcos Roberto Laurenti Deputy Manager Débora Rodrigues Teixeira / Birigui Silvio Luis França / Campinas Evandro Marcus Ceneviva Deputy Manager Vilma Aparecida de Marchi / Catanduva Luiz Roberto Kuschnaroff Deputy Manager Jorge Luis Moreira / Piracicaba José Roberto Ramos Deputy Manager Daniel Eiji Hanai / Ribeirão Preto Hideki Milton Yoshimoto Deputy Manager Vânia Rangel dos Santos / Santos Luiz Ernesto Alvarez Figueiredo Deputy Manager Sergio Pinto/ São Carlos Mauro César Jensen Deputy Manager Fábio José Rodrigues Lopes / São José Dos Campos Oswaldo Ferreira Almeida Junior Deputy Manager João Omar Gambini / Rio Preto Sebastião Eduardo Costa Martins Deputy Manager Renata Cristina Salvador / Sorocaba Claudia de Figueiredo Deputy Manager Nidia Regina Araujo / Taubaté Eliana Ribeiro de Lima Rahal Deputy Manager Bruno Bolini Tadeucci / Thermas de Presidente Prudente Benedito Roberto Manoel Deputy Manager João Roberto Vicentini.

Organizer: Paulo Ricardo Martin and Hélcio Magalhães Graphic follow-up: Fabio Pagliuca Pinotti Text: Jorge Caldeira and Rodrigo Lacerda / Mameluco Edições e Produções Culturais Editing: Isabella Marcatti Translation into English: Heloisa Perrone Attuy and Cecilia Lozano Fanucchi/ Attuy & Fanucchi Cons. Ltda. Graphic design: Kiko Farkas/Máquina Estúdio

Photos: Alexandre Nunis: páginas 10 e 11, 26 e 27, 95, 124 e 125, 134,146 e 147, 150 e 151, 158, 159, 172, 173,198 e 199, 202,203,227 / Alice Vergueiro: páginas 19, 38 e 39, 86 e 87, 157, 190 e 191 / Daniel Ducci: páginas 82, 98,109,116, 127 / Dani Sandrini: páginas 46, 47 / Ed Figueiredo: páginas Capa, 2 e 3, 8 e 9, 52, 90 e 91, 102, 130, 148 e 149, 153, 163, 170 e 171, 174, 175, 182, 183, 186 e 187, 221 e 222 / Ed Viggiani: páginas 04 e 05, 180 e 181 / Fernanda Procópio: páginas 30, 106 e 107, 120 e 121 / Gal Oppido: páginas 72 / Isabel D`Elia: páginas 42, 43,113 / Laura Rosenthal: páginas 144, 154 e 155, 162, 176, 177 / Marco Antônio: páginas 81, 92, 99,100, 101, 112, 128, 129 / Michele Mifano: páginas 94, 96 e 97 / Mujica: páginas 160 e 161 / Nicola Labate: páginas 103, 172 / Nilton Silva: páginas 76, 77, 104, 114 e 115, 142 e 143 / Pedro Abude: páginas 88, 108,152, 156, 168, 169, 226 / Pedro Vannucchi: páginas 80, 83, 89, 93, 105, 117, 118, 119, 122, 123, 126, 131, 132 e 133 / Piu Dip: páginas 6 e 7, 215 / Roberto Assem: páginas 54 e 55, 173, 194 e 195 / Tuta: páginas 84 e 85

Sesc São Paulo Av. Álvaro Ramos, 991 03331-000 - São Paulo - SP - Brazil Phone 55 11 2607-8000 faleconosco@sescsp.org.br sescsp.org.br

Se71

SESC SP 21st Century / Organizer: Hélcio Magalhães and Paulo Ricardo Martin- SESC SP. – São Paulo: SESC SP, 2013. – 240 p.: ill, photos.

ISBN 978-85-7995-077-3

1. SESC SP. 2. History. 3. Leisure. 4. Cultural action. 5. Educational action. 6. Sports. I. Title. II. Social Service for Commerce Workers CDD 790