Collaboration between Santander and CUFA aims to rally society and encourage support for local communities
In September 2020, Santander Brazil and Central Única de Favelas (CUFA) joined forces to launch a socially-focused initiative aimed at empowering women in the favelas of Brazil. Known as the Mães da Favela project, the initiative aimed to foster social inclusion, offer support to mothers living in vulnerable conditions, and provide opportunities to improve their quality of life and strengthen their communities.
CUFA, a non-profit organisation dedicated to the empowerment of women in favelas, serves approximately 5,000 favelas across Brazil, benefiting 1.1 million families. The Mães da Favela project is one of the highlights of CUFA's work in this context, focusing on the role of women as leaders and agents of change in their neighbourhoods.
The drive, titled Santander Week, was broadcast on 24 TV and radio outlets for 12 hours. It aimed to raise funds for basic goods baskets for the Mães da Favela project. Due to the pandemic, the event took place outside branches and corporate buildings, inviting broader society to participate. Over 50 celebrities, including Gilberto Gil, Djamila Ribeiro, and Ícaro Silva, confirmed their participation in the drive.
The initiative received donations from employees, customers, and the community. Cash donations, starting from R$5, went directly to a current account for CUFA to assemble basic goods baskets, each worth R$120. Additionally, the drive allowed for the donation of digital baskets of the same cash value, enabling recipients to choose the items they needed.
Santander Week is an annual event run by Santander Brazil since 2007. The bank aims to celebrate company pride and community connection through this initiative, making it a public affair to engage society in the culture of serving others. The drive featured various hosts and guest stars, including Gilberto Gil, Fábio Porchat, Ícaro Silva, Djamila Ribeiro, Silvio Almeida, Nega Giza, Maria Paula, and Hélio de La Peña.
The Mães da Favela project, in particular, focuses on providing opportunities, social support, and empowerment mechanisms targeting mothers and families in favelas. CUFA's mission in these programs is to help these families tackle vulnerability and promote sustainable development in the favelas. The project's broader goal is social inclusion combined with economic and social support for marginalized populations.
CUFA founder Celso Athayde emphasized the importance of the Mães da Favela project, stating that it can provide basic goods or digital baskets to help those who have become even more vulnerable during tense times. The project aims to support families and communities in Brazil hardest hit by the pandemic.
In conclusion, Santander Brazil and CUFA's 2020 initiative for Mães da Favela was a significant step towards female empowerment and aiding mothers in favelas through community support and opportunities. The drive, titled Santander Week, united people under a project that promotes dignity and solidarity, aiming to make a positive impact on the lives of those in need.
Businesses and finance collaborated in the form of Santander Week, an annual event by Santander Brazil, to raise funds for the Mães da Favela project, a lifestyle-focused initiative by Central Única de Favelas (CUFA). This project, aimed at empowering women in Brazilian favelas and providing opportunities for improved quality of life, was one of the highlights of CUFA's work.
