PR PROGRAM

Imperative 21 is a global coalition founded by B Lab (represented in Brazil by System B) and The B Team, Chief Executives for Corporate Purpose, Conscious Capitalism and Just Capital. The initiative seeks to raise awareness in society to change the definition of capitalism, whereby companies must seek profit above all else. The Public Relations challenge was to highlight the campaign with the media and opinion leaders in the areas of business, finance, diversity, and sustainability, alerting entrepreneurs and society to the need to develop a new model of capitalism, creating a system that is economically fair, socially inclusive, equitable, and which empowers all people and has a positive impact on our planet by engaging Brazilian business and society through publicizing the campaign and its objectives.
 
The movement featured visual displays which appeared on the exterior of the NASDAQ building in New York City, and on Avenida Paulista, in São Paulo (Brazil).
Imperative 21 has had several articles on its Campaign appear in major national media outlets such as: Exame, Globo News; Época Negócios; Folha de S. Paulo; and Band News.