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News & Views From the Social Good Sphere’s Influencers & Innovators
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    The Talk of the Sphere

    Pro Criança Cardiac launches its Code of Ethics and Conduct


    Standard in the corporate world and increasingly necessary in the third sector, guidelines that govern internal and external relations with Pro Criança were developed in partnership with the renowned Ulhôa Canto Advogados Office.

    Ethics, honesty, integrity, reliability, respect, transparency and coherence have always been very dear values for society as a whole, essential for the unblemished reputation of companies and, in recent decades, also for the Third Sector in the country, which is growing in leaps and bounds. wide. According to the Institute of Applied Economic Research (Ipea), there are more than 820,000 Civil Society Organizations active in Brazil.

    One of them is Pro Criança Cardiac, which launches its Code of Ethics and Conduct on February 19th, next Wednesday, at a closed event. After the launch, there will be training aimed at the institution’s employees, suppliers and service providers in the auditorium of the Botafogo Medical Center (Rua Dona Mariana, 143). The opening will be given by Mitzy Cremona Conde, lawyer and Executive Director of Pro Criança Cardiac, and the training will be conducted by the Institution’s volunteer lawyer, Fernanda Freitas, partner at the Ulhôa Canto Advogados Office, a partner of Pro Criança for 11 years.

    “Pro Criança Cardiac’s mission is to offer the best in medicine for children, with care guided by rigorous standards of quality and professional ethics. We also want to be pioneers in excellence in the implementation, training and compliance with compliance standards and guidelines, thus becoming a reference in the Third Sector”, highlights Dr. Rosa Celia Pimentel Barbosa, founder and president of the institution.

    Pro Criança Cardiac’s Code of Ethics and Conduct was prepared by lawyers Mitzy Cremona Conde and Fernanda Freitas and is governed by the following fundamental principles: Strict compliance with the law, Respect for work and workers, Environmental responsibility and Rejection of corruption.

    The guidelines contained therein must be observed by the institution and all its collaborators – employees and third parties acting on behalf of Pro Criança. The Code will be widely disseminated among associates, directors, advisors, administrators, doctors, partners, donors, employees, volunteers, service providers, suppliers, representatives, contractors, donors, sponsors and third parties in general who, in some way, collaborate to the development of the organization.

    “It is an important step to enable and preserve our mission, vision and values, guiding and serving as a reference to all employees for professional and personal performance that encompasses the highest ethical standards, honesty and integrity”, adds Dr. Rosa Celia.

    Pro Criança Cardiac launches its Code of Ethics and Conduct

    By Pro Cardíaca Interactor at thedotgood
    April 30, 2024
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    The Talk of the Sphere

    Founder and president of Pro Criança is among the 50 authors of “The post-pandemic world”


    The founder of Pro Criança Cardiac, Dr. Rosa Celia, is among the 50 authors of the book The Post-Pandemia World, which has just been released by Nova Fronteira and was organized by lawyer José Roberto de Castro Neves. Personalities that are references in their fields participated in the work, such as actress Fernanda Torres, journalist and presenter Pedro Bial and businessman Roberto Medina. Copyright will be fully transferred to Pro Criança Cardiac.

    The Post-Pandemic World brings reflections on the before and after Covid-19 as a determining episode in this century and debates the consequences of recent political, health and economic actions. What should we expect for our future and the future of the next generations? A drastic transformation in everything human? Or just the return of the world as it always was?

    In the book, personalities give their opinion on the main spheres of human action, taking into account each of their complexities and dilemmas: cardiologist Rosa Célia wrote about the importance of social projects and the interface of hers, Pro Criança Cardiac, with the own life story. The importance of the third sector, reinforced in times of pandemic, is also in Dr. Rosa’s text, who hopes that, from everything that is being experienced, there will be some learning for the future.

    Among her considerations is also the role of medical institutions beyond caring for patients infected by the coronavirus. For her, part of worrying about those who are at home and suffering the effects of isolation, who are without basic goods, without housing, for example.

    Dr. Rosa believes that the pandemic brought about the mobilization of people and institutions, making everyone more generous, whether in the form of partnerships or individually. She saw this happen up close at Pro Criança and the number of donations increased, despite the difficulties.

    “I have great hope that these changes in trajectory will remain, so that more and more people will benefit”, wrote Dr. Rosa, and also brought to reflection the words of businessman Joey Reiman, which, for her, should be valid for life : “Fierce competition is not sustainable. Compassion is. In the decades to come, companies will focus on the business of life and work for the biggest customer of all: humanity.”

    Founder and president of Pro Criança is among the 50 authors of “The post-pandemic world”

    By Pro Cardíaca Interactor at thedotgood
    April 30, 2024
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    The Talk of the Sphere



    Pro Criança Cardiac was approved in the audit process of the 2020-23 Donate Criteria Seal, with 49 points out of a possible 52, and qualified with the A+ Seal.

    The Doar Management and Transparency Seal Certificate, achieved by Pro Criança this July, is from Instituto Doar and means that the institution becomes part of a group that has also achieved the quality standard defined by the Institute.

    The objective of Instituto Doar is to guarantee standards that help donors, financiers and supporters make decisions. For Pro, it is another supporter of the network that takes care of needy children with heart disease.

    Among the institutions that acquired the Seal are ABRACESOLIDÁRIO, Brazil Foundation, Hospital Pequeno Príncipe, Instituto Guga Kuerten, Lar Menino Deus, Pró-Saber SP, as well as others that are references in their areas: Education, Health, Sports, among others.

    The seal is based on the main international certification models for civil society organizations in relation to codes of conduct that adopt and judge as standards the excellence of strategy, governance, communication, financing strategy, accountability and other aspects.


    In addition to the Seal, the Best NGOs, PQGT, Transparent NGO and Most Liked Ranking certifications are part of the Institute, from the international organization Instituto Donar. In Brazil, they began their work in 2012 at the NGO Brasil event, when they had the opportunity to mobilize the more than 500 organizations that were present at the event.

    Pro Criança achieved the Doar A+ Management and Transparency Seal

    By Pro Cardíaca Interactor at thedotgood
    April 30, 2024
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    The Talk of the Sphere

    Social care and commitment to sustainability mark the first meeting of the Humanization Cycle


    August started in full swing for Pro Criança Cardiac collaborators, gathered virtually for the first lecture of the institution’s Humanization Cycle. The initiative provides for a monthly meeting – free and open to the public – on various subjects and for different audiences. The objective is to reinforce investment in Humanized Governance practices, pioneered in the Third Sector by Pro Criança, in the second half of this year.

    Those who conducted the training on “The Future of Organizations and ECG Factors” were Mariana Brunelli, a PhD student in Administration at the PUC-Rio Business School, and Renata Coutinho, a Master in Business Administration from the same university. The mediation was carried out by professor Luana Lourenço, from Ocean Consultoria.

    The speakers shared their knowledge on the topic, which also culminates in excellent medical care thanks to team satisfaction, and gave a retrospective on the transformations of organizations over time, with Corporate Responsibility as one of the central points.

    The need for transparency experienced in the desire to inform about their practices, fairness in the treatment of employees, accountability and sustainability were at the center of the explanations. More than profit, companies and organizations, according to the speakers, began to adopt activism as the key to their success. At the same time, those that adopt Humanized Governance are more perennial and survive, reinforcing the equation of social + environmental care.

    This Governance, according to the speakers, must be appropriate to the size of the company and its peculiarities, always remembering that every corporation is a set of parts/human beings and that the more empathy they produce with employees, the more satisfaction and commitment they can.

    The medical and executive directors of Pro Criança, Isabela Rangel and Mitzy Cremona, reinforced humanization, with employees at the center of attention, as a path of no return within an institution that works daily with the purposes of love and giving of oneself to others .

    Social care and commitment to sustainability mark the first meeting of the Humanization Cycle

    By Pro Cardíaca Interactor at thedotgood
    April 30, 2024
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    The Talk of the Sphere

    DIA – Pro Criança is the first NGO in Brazil to adopt a humanized administration system



    By Maria Clara Matturo

    After 27 years of operation, showing a show of innovation, Instituição Pró Criança Cardiac is the first NGO to adopt a humanized administration model. With people at the center of decision-making, the institution hopes to impact the lives of everyone involved in the project, from the families of the children served to the suppliers, based on three pillars: sustainability, governance and social impact.

    The new concept of organization, called ‘humanized governance’, proposes a caring look at everyone who is part of the whole. “There is still an understanding that you cannot prosper while working with a culture of joy and well-being for employees, and this is a myth. It is more advantageous, humanized companies have much higher profits than those that do not practice this approach. Conscious capitalism addresses exactly these factors with a greater purpose, orientation towards people. You look at suppliers, partners and employees with a humanized look of affection. It covers everyone involved with the company, even the shareholders”, explained Luana Lourenço, creator of the concept, who is implementing the new feature at Instituição Pró Criança Cardiac.

    The NGO operates exclusively through donations, and cares for children with heart problems. All care, from the outpatient clinic to surgeries and medications, is offered free of charge by the institution, which receives patients through the SUS. The executive director, Mitzy Cremona, said that she has had a completely new experience, even though she has worked at the organization for 12 years: “I’m even excited to talk about it. It has been a very positive surprise, she had no idea what the feedback from employees and partners would be like. We hold a meeting to decide new company policies, for example, where everyone sits together, all hierarchies of the institution. We were already very humanized in caring for families, now we also care for employees.”

    Get to work

    For those who wish to implement lighter administration in the workplace, consultant Luana Lourenço advises: “the first step is self-knowledge. You can’t tap into the best in people without knowing yourself, and improving our relationship with nature also gives us back the human spirit. It may seem philosophical, but when we look at the research, we can see the results of companies in a sustainable way. Humanized governance is the company’s policies, organizational culture, purpose, vision. All of this needs to be visited and given new meaning.”

    Pro Criança is the first NGO in Brazil to adopt a humanized administration system

    By Pro Cardíaca Interactor at thedotgood
    April 30, 2024
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    The Talk of the Sphere

    What is the New General Data Protection Law (LGPD)?


    The New General Data Protection Law, Law 13,709, of August 14, 2019, applied to all companies, also affects Third Sector companies. NGOs, foundations, charitable entities, community funds, non-profit entities, residents’ associations, among others, must comply with the requirements of this law.

    The legislation aims to protect personal data and is based on: respect for privacy, informational self-determination, freedom of expression, information, communication and opinion; the inviolability of intimacy, honor and image; economic and technological development and innovation; free enterprise, free competition and consumer protection; and human rights, the free development of personality, dignity and the exercise of citizenship by natural persons.

    The big news is that health institutions must adjust all internal processes and data processing must comply with the guidelines set out in article 11 of Law 13,709/19. Throughout the process, Pro Criança Cardiac will rely on the expertise of Dr. Jose Carlos Vaz e Dias, partner at Vaz e Dias Advogados & Associados, to be carried out on a Pro Bono basis.

    ‘Pro Criança Cardiac, which has the characteristic of being a pioneering company in the third sector, informs all its stakeholders that it will comply with the new Data Protection Law and we will fully comply with the LGPD.’ , Executive Director of the Institution.

    What is the New General Data Protection Law?

    By Pro Cardíaca Interactor at thedotgood
    April 30, 2024
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    The Talk of the Sphere

    In 2020, Pro Criança is one of the 100 best NGOs in Brazil



    Daily social work, intense and filled with love and care, has just received yet another recognition, especially important in such a challenging year. Pro Criança Cardiac won the 2020 Best NGOs Award for the second consecutive year for its good practices in governance, transparency, communication and financing. In a universe of 670 registered organizations, Pro Criança was also among the 15 best Brazilian NGOs in the health sector and among the eight best Non-Governmental Organizations in the state of Rio de Janeiro.

    The awards ceremony will be on December 10th, starting at 7pm, broadcast on YouTube Canal Futura and on the Futura website – the link to the broadcast will be available on the Melhores ONGs website. In addition to the 100 best, the public will also see the highlights in the special categories, as well as the best NGO among them all. This is the fifth edition of the award, which is consolidated as one of the largest in the Brazilian third sector and is considered a valuable compass for potential supporters. After all, among so many social organizations, how do you choose which one to support?

    Expansion and professionalization to increasingly gain the trust of the partners who maintain the institution

    It constantly strengthens itself, without losing focus on sustainability, as well as reinforcing its excellence through the formalization of organizational concepts. For the executive director of Pro Criança Cardiac, Mitzy Cremona Conde, an NGO must work to have robust guidelines and policies equivalent to a large company in the Brazilian market. And that’s what the institution did throughout 2020, even in the middle of the pandemic. Among the various pioneering attitudes in the Third Sector, Pro Criança…

    I- Implemented a Humanized Governance process

    II – Designed its Code of Ethics and Conduct

    III – Conducted a series of training to comply with the New Data Protection Law

    IV – Hired external consultancy for medium and long-term financial planning.

    V – Became a partner of the Instituto Capitalismo Consciente Brasil

    VI – Joined the select group of companies of the Brazilian Institute of Corporate Governance

    According to Dr. Rosa Celia, founder of Pro Criança Cardiac, in addition to offering the best of medicine for children, with care guided by rigorous standards of quality and professional ethics, Pro Criança wants to be a pioneer in excellence in implementation, training and compliance with compliance standards and guidelines and increasingly gain the trust of the partners who keep the institution in operation.


    Pro Criança Cardiac is a private medical and non-profit association, located in Botafogo, South Zone in Rio de Janeiro, and was founded in 1996 by pediatric cardiologist Dr. Rosa Celia. In 27 years of operation, it has served more than 15,500 children with cardiac needs, performed more than 35,000 outpatient visits and almost1,800 invasive procedures, cardiac surgeries and catheterizations (diagnostic and therapeutic).

    Pro Criança is one of the 100 best NGOs in Brazil

    By Pro Cardíaca Interactor at thedotgood
    April 30, 2024
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    The Talk of the Sphere

    “It’s no use just believing, talking and posting on the networks. It is necessary to act”



    In 2019, Marcus Nakagawa received the Jabuti Award in the Creative Economy category with “101 days of More Sustainable Actions to Change the World”. The recognition of a work of this content with the highest award in the Brazilian publishing market signals how much society needs to transform. It also brings with it the main message: change starts with each person and is a daily exercise.

    “Our planet needs to maintain its natural resources and unfortunately we are already in overdraft. Since August 22, the Earth has been in the red and is unable to regenerate everything that humans consume until the end of the year”, warns Nakagawa. It refers to “Overshoot Day”, calculated annually by the Global Footprint Network organization. The global ecological deficit began in the 1970s and our accumulated debt is already equivalent to 18 Earth years.

    “The word now needs to be REGENERATION. We need to have other purposes in life, we need to accelerate this process”, warned the professor this Monday, December 7th, during the fifth meeting of the Pro Criança Cardiac Humanization Cycle, held online by the institution. Those who attended were able to see that this is the path to “Sustainability in everyday life and the search for a more inclusive and environmentally regenerative world”, the theme of the event. With simplicity and a lot of charisma, for two hours Prof. Naka shared her tips and knowledge with the mediation of Luana Lourenço, founder and director of Ocean Governança.

    Speaker and master in administration with a focus on sustainability in business strategy, Naka is an undergraduate and MBA professor at ESPM on issues of ethics, socio-environmental responsibility, social entrepreneurship, third sector and entrepreneurship. He is also the founder of ESPM Social, Abraps, Instituto Marco3 and Isetor.

    Should we not change our consumer desires?

    The image of a huge traffic jam in the city of São Paulo opens Prof.’s presentation. Naka with the question: what is behind this photo? Individualism, which leads people to use a car just for themselves, and consumerism, which still leads the world to buy cars more for status than for necessity, are some examples.

    But if nature calls for an economy of its natural resources, if mobility with own cars has reached its limits in big cities, shouldn’t we change our consumption desires? “The younger generations no longer want to buy a car, they prefer to use transport apps. They don’t even want their own home, but the freedom to move whenever they want”, explains Naka.

    He takes advantage and draws attention to the expression “new normal”, which has been used to define the post-pandemic phase. “But did we have a ‘normal’ before? Is it normal, for example, that we need to create so many civil society organizations and struggle to raise resources and provide society with the basics to which it is entitled? The hard part is that we think this is all normal. What we need is to get out of this abnormality”, says the professor.

    How to get out of the abnormality?

    The use of social networks as a tool for transformation is one of the points highlighted by the professor and gains immense strength when those who post also do so. “The video of the plastic straw coming out of a turtle’s mouth, for example, became a public policy that prohibits the use of this type of product. Yes, it is possible to make changes through social networks, but there is no point in just believing, talking and posting on the networks. We need to act,” he highlights.

    “I didn’t know about TikTok until I saw my daughter using it. I decided to post a photo of my compost bin and it received 18 thousand views. You can do this too, use your own habits to encourage family and friends to take more sustainable actions, for example, show how you make juice with pineapple peels, promote the idea of peeing in the bath to save a flush. (imagine a house with many people). The impact of the compost bin was incredible and anyone can have one at home, there are sizes to suit all tastes, including small apartments. We have our cell phone in our hand all the time and we need to use it,” he says.

    Social thoughts: from within yourself to companies and the world

    “My son, turn off the light, turn off the tap, otherwise the bill will be high.” According to Naka, we grew up with our thoughts always focused on finances, we spent our entire lives thinking about making money and paying the bills. But isn’t finance important? “Of course it is, but the world is not just money,” she says. “We need to make our decisions from a social point of view as well. If we are going to buy a pen, we try to find out: ‘Who made this pen? Was it made by slave, child labor? Is it an approved product? Won’t it hurt me, my son?’”

    And this thought needs to overflow from within oneself into companies. Naka highlights the importance of the corporate world having its range of sustainable actions: waste management, respect for human rights, ethical stance… “Do you know which brands will be remembered after the pandemic? Those who donated. There were over 6 billion donations to help the population. Will we continue like this?,” he reflects.

    Naka was questioned about this movement of donations from large companies, which was not felt by the institution. Pro Criança relies on donations, mostly from small business owners and individuals.

    According to the professor, shareholders have chosen to buy shares in large companies and this attitude is already having an impact on companies to make them more sustainable. It is very likely that they will look for positive agendas to try to minimize their impacts and social organizations need to be ready to receive these investments, for example, with the development of indicators that account for the work they carry out, for example, education, human development indicators of families.

    “I believe that in Rio the competition and the problems are very great, and perhaps some problems are closer to these big companies than others. The path is really with small and medium-sized companies and with individuals, who make their donation every month. That’s the battle, to go get it. It’s an effort from the whole team, it’s not easy”, recognizes Naka.

    And finally… why is it important to humanize companies?

    “Companies without people do not exist. But it’s important to be real people, not robots. It’s very common to see companies robotize themselves, it’s just goals, numbers… We will only evolve when people can be themselves. This change is already happening, but there is still a lot to be done. We need to work in places where we can express our feelings, and do our duties, but also exercise our rights”


    1) Have a compost bin and slightly reduce the amount of trash to be collected

    2) Turn off the light. Understand what is behind, the entire ecosystem behind this act. For example, we have the thermoelectric plants turned on because it didn’t rain enough this year. Using the same reasoning, choose products with an energy saving seal.

    3) Where does our tax money go? Follow the actions of those who voted and demand from your politician what he promised.

    4) Help a friend when he needs it.

    5) Always recycle plastic, paper, glass, take your batteries to collection points…

    6) Make a small vegetable garden, even those who live in an apartment can have a vertical garden. You take care of a living being, it’s nice, you’ll have more contact with nature.

    7) Don’t be “ecochato”, “bionasty”, or socially boring. Just do your part and be cool.

    8) If you doubt global warming, if you think the Earth is flat, try talking to people different from you to learn about other points of view. Being radical, closing yourself off to what is different is what caused the greatest atrocities in the world.

    9) Do you really like or need your car? Think about ways to compensate for the damage a car brings to the environment.

    10) Choose and do one action per day.

    “And, finally, rethink your lifestyle, as we need to seek more purpose and more legacy – which is the impact we have on other people – whether for good or for bad. May it be for the good”, he adds.

    The word now needs to be REGENERATION

    By Pro Cardíaca Interactor at thedotgood
    April 30, 2024

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