SESC SP - 21ST CEN

TURY

SESC SP - 21ST CENTURY

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sesc sp - 21st century

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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

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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 busi-ness leaders took the initiative of creating a set of socio-educational entities, including Sesc - Serviço Social do Comércio (Social Ser-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 country’s

Abram Abe SzajmanRegional Board Chairman

CombININg THINkINg ANd ACTINg

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needs and aspirations. Their performance, that is inserted in a gen-eral 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, man-age 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, iden-tifying 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 com-munity 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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danilo Santos de mirandaSesc SP Regional Director

PERmANENT TRANSFoRmATIoN

siNce its fouNdatioN iN 1946, the Sesc (Social Service for Com-merce 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 tra-jectory, 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 who work with the commerce of goods, ser-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 “Social” that is part of its name. In a peculiar and intense manner, the Institu-

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tion leads its history to actively participate in the country’s biog-raphy, in a fruitful combination with the country’s development. In the State of São Paulo, the Sesc keeps consistency with the specific-ities of both spaces and times, without losing the educational val-ue 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 devel-oped in São Paulo; on the contrary, it opens a window of possibili-ties that the word itself, understood in its anthropological sphere, permits. Culture, in this case, implies much more than the enjoy-ment 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 govern-ment 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 pop-ulation, and older adults were still seen as a number that designat-ed them as people not economically active. Another example is the Curumim Program involving 7-12-year-old children in a bold non-for-mal education proposition.

In its incursions through experimentation exercises, still in the 1960s the Sesc created the UNIMOS (Mobile Units for Social Orien-tation) 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 distrib-uted today through the State of São Paulo territory, but appeared as activation energy to understand an audience in its idiosyncra-sies 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, start-ed 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 São Paulo culti-vates 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 pul-verized 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 the-oretical discourse.

This publication is a small part of the work of thousands of employees that turn their daily work into communion with the pub-lic 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 com-prehensive 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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iN 2012, sesc sÃo 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 – 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 stu-dents, 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 Pro-gram. In the healthcare area, over 620,000 consultations were pro-vided in 115 dental offices, and the Healthcare Program recorded

FIgURES ANd AN ImPoRTANT mISSIoN

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

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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 Pau-lo 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 bet-ter 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 direct-ly 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 pos-sible 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 activi-ties 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 assis-tance, hospital assistance, maternal assistance, dental, recreation, education, moral and spiritual, home and legal assistance. Medical and sanitary assistance was, however, undoubtedly, the core per-formance at each unit.

Later – in the 1960s – Sesc possibilities of assistance expanded, new facilities enabled the practice of physical and cultural activi-ties – 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 health-care, in the same physical space.

That permanent evolution depended a lot on the sensitivi-ty of businessmen who have funded the project in relation to the required changes in the workers’ living conditions. Then a fair con-sideration for the working classes owing to their inestimable con-tribution to the country’s development emerged: in the form of an investment in the future. Healthier, better-trained and better-informed workers would eventually lead to the productivity gains required to strengthen all sectors of the economy and leverage the nation’s growth.

Culture for allThe 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 pro-cess or get prepared to be included in the contemporary knowl-edge repertoire. Thanks to its supplementary nature, Sesc’s main mission, therefore, is not and has never been, to search for defini-tive and universal solutions for the problems of the Brazilian soci-

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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 citi-zenship are reduced. The entity seeks to make different contents and formats of activities permanently accessible, mainly benefit-ting 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 esta-blishing a policy of subsidized prices;

2. Information and critical qualification — encouraging signifi-cant 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 crea-tion, by producing conditions for their direct or indirect par-ticipation 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 continu-ously 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 con-duct 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 - Serviço Social do

Comércio (Social Service for Commerce

Workers) – 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 São 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 São

Paulo’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.

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Sesc in social education, consolidating as the core of its assump-tions an education conducted through the group and the commu-nity, 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 well-being. Not by chance, Sesc São Paulo, in a second phase, focus-es 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 rang-es: Whether by contributing as a performance model, to ensure social equality, or by creating and reproducing educational mech-anisms for inclusion, without which the difficulties and problems resulting from the exclusion of numberless population contingen-cies 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, dur-ing spare time of workers and the community, is considered a signif-icant dimension of social education and complementary to formal education that should qualify individuals for their self-development and for life in society.

In São Paulo, the Sesc became therefore a non-formal educa-tional 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 oth-er 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 cri-teria applied are transparent and generous: quality, innovation and originality.

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Accepted as a complement to formal schooling, such education-al 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 dis-tribution 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 cru-cial 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 frag-mented 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 aspira-tion 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, visu-al arts, debate of ideas, etc.) share the same space as other dimen-sions 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 dai-ly life of the population; education and culture may be treated as

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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 effec-tive instrument for collective mobilization and participation, for its playful nature and for the interaction it provides, acting for reflec-tion and debate of contemporary themes.

Going beyond the artistic spheres, the concept of culture applied in the Sesc that results from the combination of inter-nationally adopted models with their own internal complexi-ties, 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, essen-tial, because based on such factors individuals acquire the capaci-ty 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 São 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 dem-ocratic-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 edu-cational nature: two crucial movements for social transformation.

Such work profile, however, needs to get articulated with impor-tant 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 man-agement 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 environ-ment 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 envi-ronmental issues. It certainly refers to ecological aspects, but also to the concept of the world and attitudes that permeate sociocul-tural, 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 accessibili-ty, universalization of assistance and accepting all types of audi-ences. 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 broad-er 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

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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 addi-tion 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 human-ization of our services, with extended possibilities of enjoyment. In other words, individuals should be able to move as spontaneous-ly as possible in our units, and to enjoy spaces with as little help as possible.

Interacting with the cityIf promoting interrelation between the several phases of individu-al education is really an essential condition to exercise citizenship and promote collective wellbeing, Sesc work should not end with-in the limits of its walls. Informal education oriented to commer-cel workers and their families very fast led Sesc São 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 territo-ry of the State of São Paulo was redesigned. Two good examples of the expansion in the range of services that Sesc São 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 socio-cultural 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 cap-ital 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. Interact-ing with the cities is part of the institutional guidelines of Sesc São Paulo, because social time occurs in the urban space: work, mobil-ity, 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 orig-inal image of transformations of many natures in the profile of cit-ies and their dwellers.

Because cities have become more and more complex, the needs and expectations of the population have also changed, requir-ing responses and services that would enable a life of work and achievements indeed, but filled with leisure, culture and opportu-nities 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 pres-ence with the populations of dozens of cities. External actions, ini-tially predominant in the countryside, in cities with physical units and their surroundings, have been growing and have been modern-ized 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. Anhangabaú, 2012

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really present in the institutional work of Sesc, also results in the transformation and valuation of cities, through recovery of tra-ditional 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 revital-ization, 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 civ-il 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 networkRelying 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 encourag-es 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 mak-ing the implementation of projects viable, though support or spon-sorship, for example, such partnerships may also provide a broader range and more significance to actions. The purpose of the partner-ships is represented, and will continue to be so, by cultural, educa-tional, urban and healthcare projects through specialized surveys,

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.seminars and debate cycles, exchange in the training and improve-ment 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 São 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 consti-tutes 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 pro-duction, through symbolic payments or at no cost, corresponds to the process of culture democratization, where you have to approx-imate the public to expressive high-quality creations. In that con-text, 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. Includ-ing different strata of society is a fundamental factor for the cohe-sion and transformation required for collective contemporary life.

More and more Brazilians are connected to the world and, there-fore, 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 São Paulo model. The internet led the ancestral asso-ciation of individuals to unprecedented levels. There was a radical

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Sesc SP Editions

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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 evolu-tion, 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, insti-tution-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 institu-tional imposition but rather the social dynamics itself.

Also through initiatives such as those of the Sesc São Paulo Por-tal, 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 guide-lines and discuss the next steps. An example is found in the region-al 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 opportu-nities for development and change that will eventually benefit its customer base. Therefore, the Sesc does not have a short-term per-spective 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 São Paulo, that perspective has been his-torically 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 histo-ry that deserves to be detailed.

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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 socioeco-nomic structure as a whole — whether or not they are inherent to it —, which oppress a large number of citizens. The most diver-sified 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 cul-tural 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 people’s desires and needs with quali-ty and competence.

Thus, in order to correspond to urgent social needs that impact-ed both rural and city workers, who demanded wellbeing and equal

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opportunities, employers decided to create a Social Fund applica-ble to works and services that would benefit employees of all cat-egories, and would provide social assistance in general.

Brazil, at the time, gave continuity to the industrialization pro-cess and, as a consequence, the urbanization process, started in the military rule. São Paulo was already an active and cosmopol-itan 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 grow-ing 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 com-merce, 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 busi-ness 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 democ-racy 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 coun-try, 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 imple-mentation 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 Com-merce 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 con-tribute to the wellbeing and improvement of the standard of liv-ing of commerce workers and their families and also to the moral and civic improvement of collectivity. Through such entities, there-fore, a unique partnership emerged among the State, employers and employees that would actually enable businessmen participa-tion 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

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ers, doctors, sanitarian experts, engineers etc.), established the prioritized activities: medical, dental, sanitary and hospital assis-tance, 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 deci-sion 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 sym-bolic public holyday of May 1. Also in 1947, in August, the Central Clinic of Specialized Services started operating in the entity’s build-ing that provided medical assistance.

It was probably the best expression of the first Sesc São Paulo phase, because, although medical-dental services were also provid-ed 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 provid-ed in the different units that operated as elements “to gather com-merce 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 inter-ruptions 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 pro-vided home assistance to the neediest families of commerce work-ers 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 capi-tal 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.

1950sIn the early 1950s, Sesc São Paulo already had four hundred employees. About 60,000 people were assisted per year, includ-ing 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 reduc-tion 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 start-ed, 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 dis-cussed, and new guidelines were established. The main guideline

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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, bal-let, etc.

However, the very nature of its activities led Sesc São Paulo to continue developing in the field of human relations in the work-place 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 pro-gramming 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 cap-ital city and distributed them among interested persons, through trade unions. In parallel, in the Sesc São Paulo units, small pre-sentations, parties, civic celebrations, art and music festivals, etc. were also held. Small groups acting in several areas including pho-tography 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 mater-nity 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.

1960sIn the early 1960s, its 15th year of activity, Sesc São Paulo had grown rapidly. It then had eighteen units, in the capital and the country-side, 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 con-duct of activities.

In that context, many innovative projects were born, including the setting up of the first groups of retired workers. Such initiative

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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 cit-ies 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, Belles-Lettres 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 The-ater 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 larg-er scale advanced the Sesc São Paulo proposal. In the healthcare field, dental and catering services were maintained, and education-al campaigns and programs that encouraged habits of hygiene and healthcare were emphasized. In the sports sphere, large champi-onships 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.

1970sFollowing 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 enti-ties and government offices.

They included the Pró-Jovem (Pro Young) professional qualifica-tion 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 coun-tryside populations through assistance activities in needy and iso-lated communities.

Encouragement of supplementary education was also the pur-pose of some initiatives, in addition to exchange activities with uni-versities, 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 audi-torium, 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 popula-tion had increased dramatically and the green areas had been sig-nificantly 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

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for a great expansion of services and products in general, and par-ticularly the services and products offered by Sesc São Paulo. Based on that first Rural Center that provided families with an integrat-ed and broad set of activities in the same space, a special know-how 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 ade-quate 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 tech-nical 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 popu-lar 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.

1980sThe 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 activ-ities. 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 transfor-mations 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 complet-ed, 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 imple-mented 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, con-stituting 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, cours-es, seminars, workshops and shows. In that latter aspect, mainly, it is worth mentioning another important point of the 1980s: the cre-ation of the CPT (Center for Theatrical Research) at Sesc Consola-ção. 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

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

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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 The-ater was then built, with eight hundred seats. Another important ini-tiative 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 pro-vided 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 servic-es. 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.

1990s1989 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 func-tion, focusing on social change in its broader sense of total devel-opment 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. Activ-ities focusing specifically on people with health problems, such as swimming for asthma patients, physical exercise for postural

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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 Cen-ter) were improved.

In the field of culture, an important innovation was the empha-sis 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 devel-oping activities of expression in creativity workshops.

Alert to the economic and also the cultural globalization phe-nomenon, 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 coun-tries. 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 cul-tural action through a bold policy, creatively mixing multicultural-ism, globalization, cultural identity and citizenship in its programs.

21st CenturyThe 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 São 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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sesc sÃo Paulo's MissioN — providing non-formal and perma-nent education — contemplates artistic expressions, sports activ-ities and physical development, leisure, contact with nature and the environment, catering services, healthcare and dental servic-es, child-adolescent development, digital inclusion, social tour-ism 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 improv-ing 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. Anoth-er 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.

NETWoRkEd ACTIoN

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SESC DENTAL SERVICES UNITOpening year: 1947Building space: 3,000 square metersService capacity: 500 people per dayFacilities: 22 offices (two pediatric dental offices, X-ray room, X-ray darkroom, X-ray interpretation room, prosthesis room, three ster-ilization centers), auditorium for forty people, “brushingdrome,” Sesc SP store.

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SESC CARMOOpening year: 1960Building space: 8,000 square metersFacilities: Auditorium for fifty people, two cafeterias (384 places in total and service capacity of 3,500 people per day), two socializ-ing 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.

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SESC CONSOLAÇÃOOpening year: 1967Building space: 16,500 square metersService capacity: 3,500 people per dayFacilities: Anchieta Theater, with 328 seats, auditorium for 100 peo-ple, two heated pools, four dental offices, restaurant, four multi-sport 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 (The-ater Research Center) – equipped with rooms for stage design, rehearsal, video system, and costumes –, CEM – Centro Experi-mental 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 INTERLAGOSOpening year: 1975Building space: 90,000 square metersService capacity: 12,000 people per dayFacilities: Theater for 370 people, three swimming pools and solar-ium, 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 sta-tions, 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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Lobão (singer) Show. Sesc Interlagos, 2012

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SESC AVENIDA PAULISTAOpening year: estimated for the second half of 2015Building space: 12,000 square metersFacilities: 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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CINESESCOpening year: 1979Building space: 3,000 square metersService capacity: 1,400 people per dayFacilities: 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 Brazil-ian 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

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SESC POMPEIAOpening year: 1982Building space: 27,000 square metersService 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 IPIRANGAOpening year: 1992Building space: 8,000 square metersService capacity: 3,500 people per dayFacilities: Auditorium with 50 seats, theater with 213 seats, two swimming pools, three dental offices, coffee bar, two multi-sports 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 sta-tions, park, two spaces for cultural workshops, Sesc SP store

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SESC ITAQUERAOpening year: 1992Building space: 104,000 square metersService capacity: 15,000 people per dayFacilities: 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 SÃO CAETANOOpening year: 1993Building space: 1,500 square metersService capacity: 1,500 people per dayFacilities: Swimming pool (indoor, heated and with solarium), cafe-teria, 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

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SESC VILA MARIANAOpening year: 1997Building space: 26,000 square metersService capacity: 6,000 people per dayFacilities: 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 ANDRÉOpening year: 2002Building space: 35,000 square metersService capacity: 6,000 people per dayFacilities: Theater with 303 seats, four swimming pools, four den-tal 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.

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SESC PINHEIROSOpening year: 2004Building space: 37,000 square metersService capacity: 5,000 people per dayFacilities: Auditorium with 98 seats, theater with 1,000 seats, three swimming pools, four dental offices, two cafeterias, two multi-sports 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 SANTANAOpening year: 2005Building space: 19,500 square metersService capacity: 3,000 people per day Facilities: Theater with 349 seats, three swimming pools, four den-tal 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.

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‘We Want Miles’ Exhibition. Sesc Pinheiros, 2011

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Henri Cartier-Bresson Exhibition. Sesc Pinheiros, 2009

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SESC OSASCOtemporary unitOpening year: 2010Building space: 3,500 square metersService capacity: 2,000 people per dayFacilities: Sesc Dental Services mobile unit (with four offices), caf-eteria, 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), environ-ment education center.

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SESC BELENZINHOOpening year: 2010Building space: 49,000 square metersFacilities: Sports courts and spaces, a courtroom – of about 5,000 square meters –, restaurant serving 2,500 meals/day, exhibi-tion building, snack bar, swimming pool, indoor gym, six swim-ming 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

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Pinocchio Exhibition, Golden Dream. Sesc Belenzinho, 2012

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SESC BOM RETIROOpening year: 2011Building space: 15,000 square metersFacilities: Theater with 289 seats, swimming pool, indoor multi-sports 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, four-teen free Internet stations, cafeteria, Sesc store, bike deposit.

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SESC SANTO AMAROOpening year: 2011Building space: 17,000 square metersService capacity: 2,500 people per dayFacilities: 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.

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SESC 24 DE MAIOOpening year scheduled for the second half 2015Building space: 28,000 square metersFacilities: Two auditoriums for 140 people in total, 269-seat mov-ie-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 GUARULHOSOpening year: estimated for the second half of 2017Building space: 27,000 square metersFacilities: 343-seat theater, three swimming pools, six dental offic-es, 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 – Centro Experimental de Música (Experimental Music Center), Sesc SP store.

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interior e litoral

SESC RIBEIRÃO PRETOOpening year: 1947Building space: 6,000 square metersService capacity: 1,600 people per day.Facilities: Auditorium for 210 people, two heated pools and solar-ium, 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.

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SESC BERTIOGAOpening year: 1948The land area has 1,000,000 square metersBuilding space: 145,000 square metersService capacity: 1,000 people per day, with preference for Sesc São Paulo registered membersFacilities: Eleven apartment buildings and fifty houses for hosting, 300-seat auditorium, three swimming pools, four cafeterias, multi-sports 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, caiçara house, Sesc SP store

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Third-Age project. Sesc Bertioga. 2011

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SESC CATANDUVAOpening year: 1969Building space: 3,500 square metersService capacity: 1,200 people per dayFacilities: Two swimming pools and solarium, two dental offic-es, cafeteria, three multi-sports courts, mini field with synthetic grass, socializing and exhibition area, three gym and body expres-sion rooms, reading and games room, three multipurpose rooms, 21 free Internet stations, play area with climbing wall, space for cul-tural workshops, Sesc SP store.

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

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SESC SÃO JOSÉ DOS CAMPOSOpening year: 1976 (reopened in 2008)Building space: 13,000 square metersService capacity: 1,500 people per dayFacilities: 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 work-shops, Sesc SP store.

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SESC BAURUOpening year: 1977Building space: 17,500 square metersService capacity: 2,500 people per dayFacilities: 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 expres-sion 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. Galpão Group. Mirada Festival. Sesc Santos, 2012

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SESC PIRACICABAOpening year: 1979Building space: 11,500 square metersService capacity: 1,500 people per dayFacilities: 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 SANTOSOpening year: 1986Building space: 43,500 square metersService capacity: 10,000 people per dayFacilities: Auditorium for 150 people, 785-seat theater, two swim-ming 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, nine-teen free Internet stations, two playgrounds, space for cultural workshops, Sesc SP store.

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Naïf Biennale Brazil – Beyond avant-garde. Sesc Piracicaba, 2012

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SESC TAUBATÉOpening year: 1988Building space: 20,500 square metersService capacity: 1,500 people per dayFacilities: Two swimming pools and solarium, two dental offic-es, 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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SÃO JOSÉ DO RIO PRETOOpening year: 1992Building space: 14,500 square metersService capacity: 5,000 people per dayFacilities: Theater de 250 people, four swimming pools (with rec-reational toys, slides and solarium), three dental offices, cafeteria, four multi-sports courts, mini field with synthetic grass, two social-izing 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.

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SESC SÃO CARLOSOpening year: 1996Building space: 18,000 square metersService capacity: 5,000 people per dayFacilities: Auditorium for 272 people, four swimming pools (one indoor and heated for adults and three outdoor: for recreation, chil-dren 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, four-teen free Internet stations, playground, Sesc SP store.

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SESC ARARAQUARAOpening year: 2000Building space: 31,000 square metersService capacity: 3,000 people per dayFacilities: 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.

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SESC PRESIDENTE PRUDENTEOpening year: 2007Building space: 2,000 square metersFacilities: 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 SOROCABATemporary unitBuilding space: 27,000 square metersFacilities: 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

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SESC BIRIGUITemporary unitBuilding space: 7,500 square metersFacilities: Two multi-sports courts, mini field with synthetic grass, socializing and exhibition area.The new Birigui unit under construction, whose opening is sched-uled 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 multipur-pose rooms, sixteen free Internet stations, Sesc SP store.

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SESC JUNDIAÍOpening year: estimated for the first half of 2014Building space: 20,000 square metersFacilities: 225-seat theater, four swimming pools, four dental offic-es, cafeteria, multi-sports court with infrastructure for events, syn-thetic 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.

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SESC FRANCAOpening year: estimated for the second half of 2017Building space: 20,000 square metersFacilities: Service center, exhibition areas, free internet station, library, socializing space, 4 multiuse and/or workshop rooms, caf-eteria, 400-seat theater, multi-sports court, and events and gym center, water park with heated indoors semi Olympic and children’s swimming pool and outdoors swimming pools for recreation and water gymnastics with HVAC system using solar energy, dental ser-vices with 4 dental offices including orthodontics programs and implantology, and fitness spaces for body expression.

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EdUCATIoN AS CUlTURE

Cultural actionA question that is seemingly simple – what is culture? – may, how-ever, 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 assist-ing 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 con-cept that includes from values and practices relating to the sym-bolic world, to enjoyment of arts and creative imagination, to the participation of individuals in the collective life of their communi-ty and their country. In a broad sense, the purpose of the cultur-al action at Sesc São Paulo is not only to present the several faces of the Brazilian culture, but also of other cultures, because cul-tural exchange is essential for the construction of contemporary societies.

In the field of arts, we understand the promotion and produc-

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tion of cultural assets as a manner to place into circulation a vast national and international production, performed in the most var-ied languages: media art, visual arts, cinema, circus, dance, lit-erature, music, theater, shows, exhibitions, itinerant shows, workshops, interventions and performances. The parameters guid-ing the selection of projects conducted at Sesc São 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 dif-ferent 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 Pre-sentations; 3) Educational Action.

LibrariesTheir purpose is to offer environments that are favorable to the exchange of literary, cultural and educational experiences, demys-tifying 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 dis-cussion, 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 activi-ties in a broad schedule, such as meetings with writers, storytell-ing, collective reading and debates.

In 2012, 4 million services were delivered at the Sesc São Pau-lo Libraries. The assets include mainly works of classical and con-temporary literature, of Brazilian and foreign authors, dialoguing

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.with different age brackets, without, however, abandoning the cir-cumstantial interests of the reader audience and novelties of the publishing market.

Artistic presentationsSuch presentations gather activities of media art, visual arts, cin-ema and video, circus, dance, literature, music and theater. They refer to actions oriented exclusively to the child audience and artis-tic/cultural development. They are favored by an access democra-tization policy that subsidizes tickets for commerce workers and other workers.

In 2012, 12.6 million services were delivered relating to artis-tic 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 exhibi-tion 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 installa-tions 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-ado-lescent 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 Brazil-ian 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 referenc-es, activities addressing production and audiovisual achievements are also conducted.

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Mario de Andrade Exhibition. Sesc Consolação, 2010

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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 Veríssimo. Sesc Vila Mariana, 2010

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Ivan Puig Exhibition (MEXICO). Crecimientos Artificiales – 2008. Sesc Art Show. Sesc Vila Mariana, 2012

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

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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. Itanhaém, 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, Parlapatões Group. Sesc Pompeia, 2009

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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, work-shops and open classes. In partnership with international and national cultural entities, Sesc São Paulo acts as a production pro-moter 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, com-bined 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 gath-ers the audience, the artists and institutions, setting up a social network where Sesc São Paulo is a convergence point.

Literature: Sesc São Paulo promotes activities that encourage both the reading habit and literary creation itself: multidisciplinary projects, meetings with contemporary writers, performances, cre-ative 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 selec-tion, has been publishing and distributing literary works of unpub-lished 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 repre-sentative 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 institution’s com-mitment to public education and democratization of the access to cultural assets, because it enables children to have contact with different artistic languages. Exhibitions, storytelling, performanc-es and musical shows especially focusing on the child audience are included in the programs of all Sesc São 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 tech-niques, as a manner to expand repertories and achieve personal autonomous development. In 2012, over 590,000 people partici-pated in those activities.

Educational action Understanding that educational processes are continuously devel-oped beyond the school environment, the purpose of Sesc São Pau-lo 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 semi-nars were held in 2012. Those are initiatives of a public nature ori-ented 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, initiat-ed 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 cul-ture, encouraging a nontechnical relation with knowledge.

Education for sustainability: The program encourages the under-standing of interrelations among nature and society/culture, as well

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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, educa-tion on values and attitudes for planetary citizenship. It has a per-manent and transversal nature in Sesc São Paulo’s schedule.

At the units with extended natural areas, the installations illus-trate 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 pro-mote cultural diversity as well as respect and preservation of iden-tities and the material and immaterial assets. Brazilian Indians, maroons, migrants, refugees, gypsies, homosexuals and disabled persons, among other segments, are present as artists or politi-cal 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 EducationPermanent projects, activities and actions are held from sever-

al 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 infrastruc-ture 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) estab-lishes the guidelines for this work. In addition, it publishes Third Age: studies on aging magazine and holds congresses and semi-nars to make society and public and private institutions aware of aging issues.

– Sesc Generations In 2003, the Sesc Generations program implemented a diver-

sified set of cultural activities that made possible a more signifi-cant interaction between different age brackets. Thus, according to the institution’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 inter-action among people of all ages is stressed.

Free Internet and digital culture: Actions that address the cre-ative daily use of technological tools and free software systems, bringing the public closer to contemporary art production. Meet-ings, debates, demonstrations, interventions and workshops of dig-ital 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 sociabil-ity and communication.

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Uninterrupted Sustainable Activities (Virada). Sesc Interlagos, 2012

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Uninterrupted Sustainable Activities (Virada). Sesc Consolação, 2012

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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 São Carlos, 2012

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Village, Sesc Ipiranga, 2012

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SPoRTS ARE FoR All

that is the coMMitMeNt governing the actions of Sesc São 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, par-ticipation, social inclusion and encouragement of citizenship.

The Sesc aims at expanding the driving repertoire of partici-pants 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

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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 encour-agement 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 Mul-tifunctional Exercise, in addition to a total of about 4 million ser-vices delivered by programs and initiatives such as:

SESC SPORTS PROGRAM: Promotes education through and to sports. Its performance, considered for four age brackets – chil-dren, 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 activ-ities, in the work environment, leisure and sports. Enrolment in the program enables the individual practice of a routine of specif-ic 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 per-formed with greater autonomy and pleasure.

Body Practices: This program promotes West and East modali-ties 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 work-shops in their several modalities. The courses offered include main-ly: 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 individu-als in the liquid medium, valuing the learning of several swimming styles and health condition improvement. The activities in this pro-gram also encourage the integration and development of interper-sonal relations, through the participation of people from different age brackets, ability levels and interests. Water recreation, fes-tivals, gymkhanas, clinics, lectures with sports professionals and demonstrations of water sports are also part of the agenda.

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 seg-ment. Contemplating the formal and non-formal rules of a certain

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General Fitness Forum. Sesc Campinas, 2012

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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 prac-tices, such as indoor soccer, society soccer, volleyball, sand vol-leyball, 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 construc-tion of sports facilities and their impacts on the life of cities, among other contents and information. It refers to valuation and recog-nition of sports as a fundamental component of culture and the symbolism of a society. The project includes actions of a transver-sal nature, such as campaigns, exhibitions of sports culture, sem-inars and congresses, meetings with athletes, sports experiences and presentations.

Recreational Sports: In the several modalities, the possibility of spontaneous practice – non-systematic and autonomous practice of sports modalities – 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 peo-ple 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 bet-ter quality of life. Including urban routes or trails close to the cap-ital 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 cultur-al aspects of different styles, also valuing sociability through those meetings and activities.

Sesc Enterprise: For the purpose of improving health condi-tions, wellbeing and integration of commerce, services and tour-ism company employees, Sesc São Paulo provides the workers of those segments with several actions, such as: tournaments and championships, oriented recreational activities, sports and recre-ational 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 catego-

ries; production of informative contents oriented to improve ergo-nomics in the workplace; technical assistance to shape and hold sports events of certain segments; location of sports courts; semi-nars, courses, educational campaigns and special events that rat-ify the importance of the practice of physical and sports activities to improve the quality of life of participant workers.

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

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Sesc Running Circuit. Sesc Santo Amaro, 2012

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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 acquisi-tion 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 São 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 govern-ments 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 coun-try into movement and encourage actions that favor social devel-opment, 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 Men’s Christian Association), Athletes for Citi-

zenship, Olympic Public Authority), the Ministry of Sports, Ministry of Health and Sesc and seeks to combine efforts for the purpose of increas-ing 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

sesc sÃo Paulo BelieVes healthcare should be fully compre-hensive, 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 dig-nified living.

Focusing less on curing diseases and more on health promo-tion, 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 man-ner 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

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tional actions and the several audiences. The work results in a net-work where all individuals take part.

Health EducationA 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 edu-cational 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 pro-cess, 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 servic-es, 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, lec-tures, alternative practices and other interactions relating to health and wellbeing promotion.

Eating and Nutrition EducationThe Eating and Nutrition Education Program is based on the assumption of offering balanced and healthy eating habits by sup-plying meals and a mix of products at differentiated and subsidized prices to registered individuals and customers at large.

The menus offered by Sesc São 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 provid-ing tasty foods to customers to encourage socialization in gourmet spaces at the units.

This refers to the educational process present in the daily activi-ties, 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 follow-ing units: Belenzinho, Campinas, Carmo, Interlagos, Itaquera, Pin-heiros, 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 cafés, snack bars in swimming pools and gyms, distributed into 29 operating units.

Dental ProgramSince the very beginning, Sesc São Paulo has always focused health-care actions on the oral health of workers. To promote oral health, the Sesc relies on a healthcare model that emphasizes informa-tion 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 deter-mine their health condition.

The Program’s basic assumption refers to principles such as respect for others and promotion of collective wellbeing, encour-aging professionals to go beyond the role of specialized technical professionals and qualifying them to welcome users, considering them in their bio-psycho-social totality.

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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 den-tal 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 Den-tistry, Periodontics, Endodontics, Dental Prostheses, Dental Pedi-atrics, Surgery and Radiology, with about 700,000 clinical services per year.

Mesa Brasil ProgramThis is a social-action program involving an educational commit-ment 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 pro-motion and respecting cultural diversity that is socially, economi-cally and environmentally sustainable.

This is a permanent initiative that gathers companies, institu-tions and volunteers for the purpose of contributing to reducing food waste and eating/nutritional risks, in addition to promot-ing 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 guid-ance, 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 prod-ucts. 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 Cam-pos, Bauru, Piracicaba, Rio Preto, Taubaté, Santo André, Campi-nas and Osasco.

With 23 vehicles to transport food products and 1 warehouse to receive large donations in the City of São Paulo, the program gath-ered 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 institu-tions registered to receive them.

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CommUNICATE To EdUCATE

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 com-munication 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. Consider-ing that since the beginning of its history, in 1946, the purpose of Sesc São Paulo is to provide its audience with new and differentiat-ed 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 expan-sion 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 São Paulo considers itself part of the huge network that is constantly

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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 por-tals, each unit has its Twitter and Facebook page. Thus, the public access to programming increased considerably, because the insti-tution is disseminating, in a virtual way, the activities offered in loco at the units. Sesc São Paulo currently has more than 500,000 fol-lowers, considering the audience of all channels on Twitter, Face-book 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 dig-ital archive of the contents of E and Problemas Brasileiros maga-zines 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, total-ing 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 scientif-ic 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 children’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 inter-est, and publish their own experiments. They may also participate in other labs as collaborators or guests, exchanging experienc-es with other scientist colleagues. Their experiences will be pub-lished 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 pub-licize 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 low-er-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 audi-ence and audiovisual producers.

There is therefore a favorable scenario to Sesc cultural action with the inclusion of those more acces-sible media even as to the possibilities of production – 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, pro-

duces and broadcasts cultural audiovisual pieces intended to pro-mote 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 tour-ism. During breaks, “pills” 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 artis-tic 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

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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, conceiv-ing TV not only as a vehicle, but also as an expression of audiovisual art. This requires breaking up with language conventions, improv-ing the narrative and encouraging experimentalism. In this context, independent production is fundamental and it has to be effective-ly 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 inter-net channel, all SescTV productions are also intended to create a broad audiovisual collection of Brazilian culture. At present, pro-grams included in that collection are frequently requested by uni-versities, institutes and research centers for use in their cultural and educational activities.

Cultural diversity is present not only in the contents present-ed and themes discussed in those programs, but also in the man-ner to produce them. For this reason, all SescTV audiovisual pieces are produced by independent Brazilian producers tai-lored to the various issues and cultural approaches. This does not merely mean to affix a “made in Brazil” stamp to every-thing 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

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 stud-ies 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 Sesc’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 empirical-ly 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 institu-tion has adopted since the 1990s.

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Between 1970s and 1980s, the international relations area made an effort to improve its own technical team. In those years, research part-nerships and agreements, professional expe-rience exchange programs, further studies of continuing education and long-term courses for some key managers were established with some institutions of excellence such as Sor-bonne itself and Insead, in Paris, on matters of

public administration, technology, elderly citizens, social scienc-es and research in general; IMD in Lausanne, on institutional man-agement; San Diego State University, leading trends of leisure; and Pace University, in New York, and Université du Québec, on cultur-al management.

From the 1990s to date, the communication network between international associations in the field of health, leisure, social tour-ism, 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 part-nerships in the area of physical and sports activities dates from that time. Such partnerships sought to value what the institu-tional 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 improve-ment. 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 Associa-tion) 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 Associa-tion), 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 Alli-ance 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 vol-atile. 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 edu-cational mission and the public interest, with its governance mod-el 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 meaning-ful partnerships with international institutions – both private and

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

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public – in Sesc SP-related activities in the social, cultural, educa-tional, 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 great-er 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 depart-ment creates strategies for current and future collaborations by proposing dialogs with several areas of interest of the entity, inter-nally interfering so that the chain of actions with the internation-al scenario may be fruitful and knowingly broad, maintaining the diversity of actions, and combining institutional realities with relat-ed missions.

The International Relations articulates Brazil’s multilateral actions with foreign countries, when there is the official involve-ment 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 Consul-ates-General, Embassies, Ministries of Foreign Relations of other countries as well as of Brazil, official government departments, con-tacts 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 invit-ed to be curators, co-curators, lecturers, congress participants, workshop developers, special visitors to places producing knowl-edge and programs similar to its field of action abroad, promot-ing socio-educational actions and exchange of ideas between countries. To the International Relations Service and People Man-agement 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 institution’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 man-agement 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 intermedi-ation, 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 organiz-ing itself as an institutional network, advancing in flexible spaces and creating a ballast that moves through the dynamics of cultur-al 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 coun-try, Brazil” in 2014; participation of Jorge Melguizo in the Culture and Urban Seminar Transformation in 2011. Ecuador: Participa-tion of Sesc – Arte, Trabajo y Economia (Quito, 2012); participation of groups from Ecuador in the 2010 Mirada Festival. Peru: Perfor-mance of the Yuyachkani art-politics intervention group in the 2010 and 2012 Mirada Festivals.

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 (Sor-bonne), 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

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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 Fab-ricca, 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). Ger-many: Goethe Institut in Brazil and Germany, Tafisa (The Associa-tion for International Sport for All), ZKM, Munich Biennale, Book Fair in Frankfurt (Frankfurt Buchmesser). Belgium: International Social Tourism Organization. Denmark: International Sport and Cul-ture Association, C40 Cities Project, Cultural Institute of Denmark. Austria: Wiener Festwochen; ImPulsTanz; Ars Electronica. Finland: Partnership with the Ueinzz theater group and with Finland-Brazil-ian publisher N1~. Russia: Partnership with the Tchekov Festival headed by Valéry Shadrin. Turkey: Istanbul Agora Festival, partner-ship 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 Ameri-can artists, Visionaire Magazine. Canada: Historical participation in festivals such as Cinars and Rideau; collaboration in Québec Cin-ema Festivals; Francofonia Week; SAT – Société des Arts et Tech-nologies, Eletra – Art-Media Biennale; partnership in Circus Arts;

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.partnership with Stéphan La Voie of the La Tohu Center in Montré-al 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); agen-da 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-Gener-al in São Paulo. China: TAO Dance and Ministry of Culture of China. India: Official Sesc visit to Delhi and Bangalore as active partic-ipants in a proposal for a new model to fund culture during the Junoon Theatre Festival headed by Sanjna Kapoor. Australia: Aus-tralia Embassy in Brazil, Australian Council for the Arts, Council for Australia-South America Relations.

Institutional visitors hosted by Sesc in past years(2011, 2012, 2013)

Joseph Polisi (Juilliard School; NY), Faith Liddell (Edinburgh Festi-vals), 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 (Par-is City Government), José Manuel Gonçalves (CentQuatre; Par-is), Patrick Chardenet (Agence Universitaire Française), Patrick Charpenel (Jumex; Mexico), Christine Buhl Andersen (Museum for Kunst Denmark), Olafur Eliasson (artist, Denmark); Nicolas Ser-rota (Tate Modern; London), Juan Meliá (INBA; Mexico), Haydée Zavalla (INBA; Mexico), Ana Teresa Ramirez (Universidad de Gua-dalajara), Ramiro Osório (Teatro Major; Bogota), Stéphan La Voie (La Tohu; Montréal), Donald Alsop (Tate Modern; London), Pat-rick Olivier (Paris Dauphine; Paris), Alberto Fesser (Eñe, Matador, Photo España; Madrid), Enrique Iglesias (SEGIB; Madrid), Rowan

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Moore (The Guardian; London), Bill Bragin (Lincoln Center; NY), Larry Rohter (NYTimes); Graham Sheffield (British Council; Lon-don), Anneke Hogenstjin (Concertgebow, Amsterdam), Ronald Leopold (Anne Frank House; Amsterdam), Pierre Arcand (Minis-tre Affaires Étrangères; Québec), Jadranka Mihalik (UN), Farida Shaheed (UN), Franco Bernabe (Italia Telecom /Museum of Tren-to and Rovereto), Kazunobo Fujimoto (Sasakawa Sports Founda-tion; Tokyo), Carine Bienfait (Palais de Beaux-Arts; Brussels), Michel Baudson (Ministère de La Culture; Brussels); Xavier Greffe (Sor-bonne; Paris), Didier Fusillier (Lille 3000), Susan Langford (Magic Me; London), Hernán Lombardi (Minister of Culture; Buenos Aires), Olivier Caro (Nantes City Government), Christian Boltanski (art-ist, France), Isaac Julien (artist, United Kingdom), Robert Wilson (artist, USA), Isabelle Huppert (actress, France), Carole Bouquet (actress, France) Claudia Barattini (Santiago a Mil Festival; Santia-go 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-arts-

financing-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-reviewMirada FestivalGara, Spainhttp://www.gara.net/paperezkoa/20120918/362661/es/

El-Festival-Mirada-Santos-

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.La Nación, Argentinahttp://www.lanacion.com.ar/1509323-mirada-inquietante-recor-

rido-por-el-universo-iberoamericanoInternational Circus Festival by the Québec Ministry of Foreign

Affairshttp://www.mri fce.gouv.qc.ca/fr/sal le-de-presse/

actualites/12437

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Sesc SP units

PRESIDENTE PRUDENTE

BIRIG

UI

CATANDUVA

ARARAQUARA

BAURU

RIO PRETO

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

CATANDUVA

FRANCA

PIRACIC

ABA

CAMPINAS

JUNDIAÍ

SOROCABA

TAUBATÉ

SANTOS BERTIO

GA

SÃO JOSÉ DOS CAMPOS

SÃO CARLOS

RIBEIR

ÃO PRETO

OSASCO

24 DE M

AIO

CONSOLAÇÃO

VILA MARIA

NA

INTERLAGOS

SANTO A

MARO

BOM RETIRO

PINHEIR

OS

POMPEIA

CARMO

SANTANA

CINESESC

ODONTOLO

GIA

Sesc SP units in the capital city and Greater São Paulo

IPIR

ANGA

ITAQUERABELENZIN

HO

SÃO CAETANO

SANTO A

NDRÉ

GUARULHOS

AV PAULISTA

SESC SÃO PAULO REGIONAL BOARD - 2010-2014Full 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 BoardFull Members: Abram Abe Szajman, Ivo Dall’Acqua Júnior, Rubens Torres Medrano.Alternate Members: Aldo Minchillo, Costábile Matarazzo Junior, Ozias Bueno.

SESC - SERVIÇO SOCIAL DO COMÉRCIOState of São Paulo Regional Administration

CHAIRMAN OF THE REGIONAL BOARDAbram Szajman

REGIONAL DEPARTMENT DIRECTORDanilo Santos de Miranda

SuperintendentsSocial 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

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.ManagersLegal 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 MagalhãesGraphic follow-up: Fabio Pagliuca Pinotti

Text: Jorge Caldeira and Rodrigo Lacerda / Mameluco Edições e Produções CulturaisEditing: Isabella MarcattiTranslation into English: Heloisa Perrone Attuy and Cecilia Lozano Fanucchi/ Attuy & Fanucchi Cons. Ltda.Graphic design: Kiko Farkas/Máquina Estúdio

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

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 PauloAv. Álvaro Ramos, 99103331-000 - São Paulo - SP - BrazilPhone 55 11 2607-8000faleconosco@sescsp.org.br sescsp.org.br