3) Strategy Summary:
This is a project of local sustainable development based at Icapui, a coastal town in the Brazilian Northeast. The uniqueness of the project lies in its systemic outlook: a number of specific subprograms converging towards a single overall objective while individually intersecting with the local town hall’s development plan. With the aim of expanding and reinforcing local social capital, the project mobilizes citizens enabling them to participate more effectively in the town administration; it is backed up by methodologies of theorists such as Paulo Freire (every citizen is in possession of culture and an actor/maker of his own change process) and Fritjof Capra (parts have little or no efficacy/meaning when dissociated from the whole)

4) How the Strategy Works:
I have always wanted to work on local social experiments, especially because as a consultant for UNICEF I worked mostly with townships on a collective basis. I started the project by asking the young people of the host community what their dreams and hopes were and then incorporated their answers and demands in the objectives. Some things caught my attention more than others: all the young people interviewed (149) stated they wished to continue living in their hometown; all were sensitive towards environmental issues; none wished to become fishermen like their elders and all said they would like to go to college one day. On the average, only two out of ten testing for college admission to second-rate universities were accepted(paid courses). This was the point of departure for the individual subprograms. The first of these - "Reta Final" [final spurt] - prepares students for college admission. It was taken up by a group of teachers working at Fortaleza's best university preparation course (my own children used to go to this school before their admission to the University of Sao Paulo). In a genuine spirit of social responsibility, these teachers have now worked as volunteers at Reta Final for over three years. And the results have not been disappointing: in the second semester of 2004, 26 students were admitted to public universities (in Brazil openings at public universities are much more coveted than at private institutions). Additionally, local teachers are being prepared to take over the administration of the course next year. Web of Sustainability includes other subprograms such as "Esse mar - Meu" [this sea is mine] - an ecodevelopment program supported by the Botic rio Foundation, the Inter- American Foundation and others. The main objectives are: environmental management, sustainable, low-environmental- impact economic development and awareness building. The specific objectives are: 1) to identify critical preservation areas, 2) to expand the Ponta Grossa Environmental Preservation Area, 3) to create special preservation units, 4) to encourage sustainable harvest and culture of seaweeds, and 5) to create nurseries for recovering mangrove and cliff-related vegetation. Another integrated subprogram, "Em Cada Casa uma Estrela" [a star in each home], supports sustainable and solidary home- based hosting of tourists. Young people are trained in regional cuisine, waiting, hosting, etc. The subprogram is (and will continue to be) supported by SENAC and the Vitae Foundation. At the 7th Latin-American Meeting for Adolescents, which was held in Icapu? this year, the participants of the program ran a 'flavor workshop' producing an artistic rendering of the local cuisine. The subprogram "Peixe Vivo" [living fish] is intended to make environmental education more multi-disciplinary. Cloth books and a cloth map of the town have been produced containing information on the local fauna and flora and natural and historic sights of the area. The books highlight the importance of biodiversity and of defending and preserving the environment. Yet another subprogram - "Cuidando da gente" [Caring] - involves the establishment of community amusement parks providing entertainment for children and family/community integration. The objective of the subprogram "Cinema em Movimento" is to provide college students and people living in distant neighborhoods with free access to little-known Brazilian films. Local agents chosen among the population for their leadership and cultural mobilization skill have successfully implanted the program. The agents also negotiate support from community and class associations, NGOs, municipal culture departments, schools, correctional facilities, churches etc. The films are shown in a number of different locations, such as community associations, schools, sports courts and town squares. Considering the universal character and appeal of the methodology and concept adopted, the project is perfectly replicatable. The project sees the community as a dynamic whole, diversity is taken seriously into account during planning and execution, and individual problems are given individual solutions without losing from sight the notion of totality.

5) Key Strategy Elements:

i. Mobilizing Citizen Support:
Though not an easy task, the development of self-esteem and initiative in the community should be a priority of all sustainability projects, increasing the level of participation and enthusiasm and ensuring greater compliance with the proposed objectives. There are 14 institutions and local groups involved in the process, benefiting from the results while directly and indirectly contributing to the setting of goals. Attitudes have been changing fast: last October a group of young people engaged in recovering mangrove vegetation prevented a tractor from clearing an ecologically important area by courageously standing in its way

ii. Generating Financial and Nonfinancial Resources:
The project has made investments primarily in local social capital and human resources, considering that a greater working capacity will make the program more appealing, favoring compliance. Low-impact economic activities based on local natural resources have been encouraged as a source of income and a means of social inclusion. The activities include seaweed extraction/processing, handicraft production, weaving, oyster culture and ecologically sustainable tourism in mangrove swamps

iii. Establishing Relationships with Strategic Partnerships:
The project leaders do not believe in reinventing the wheel, but rely on the exchange of previous, inspiring and successful experiences of both participants and stakeholders. Partnerships with AQUASIS, Prainha do Canto Verde and Instituto Terramar have aggregated precious technology and know-how. Project managers are being oriented by municipal administrators to handle the project as an expression of public policy. Much technical and logistic support has been received from SENAC, SEMACE and from a number of companies and foundations such as the AVINA Foundation, the Botic rio Foundation, the Inter- American Foundation, the Vitae Foundation and the BankBoston Foundation.

iv. Engaging and Managing Volunteers:
The founder's businesspeople and academics now running Fundacao Brasil Cidadao (FBC) are all volunteers. In the community hosting the project, all environmental agents are volunteers committed to the ideal of local sustainable development. For example, during a week-long campaign for the preservation of the manatee, the agents held workshops and art contests in public schools on their own account. As a postscript, the manatee became the official symbol of the 1st Ecological Sailboat Regatta in Ponta Grossa.

v. Developing Information and Spreading the Message:
Aided by highly qualified and socially responsible professionals, the project leaders have outlined a communication plan ensuring the successful dissemination of the project concept and method and the continued participation and engagement of companies, institutions and individuals. The plan includes a website, leaflets, stickers, posters, signs, and a book detailing the methodology, which has been distributed to partners, NGOs, schools, town halls and the media, among others. Intelligent communication attracts new partnerships, consolidates existing ones, furthers compliance and helps raise funds. FBC believes in making the project a reference of local sustainable development.

6) Increasing Self-sufficiency and Social Impact:
The project's potent theory and proven methodology have done much to consolidate the the project's proposal and image, making it an accepted part of everyday life in the community and a means of attracting and persuading partners to take up similar concepts and practices whenever possible. The names and logos of supporters and partners are given the same amount of space in advertising materials, making agreements and cooperation easier. The more partners the project attracts, the more independent it becomes, safeguarding sustainability and potentializing its social impact through credibility and legitimacy. Many projects become self-sustaining once certain goals have been attained, such as obtaining official recognition for an environmental protection area, making it part of public policy and ensuring continuity. Environmental education is gaining a multi-disciplinary character in schools, in educational policy making, etc.

8) Organization Mission and Vision:
To help improve the quality of life of Brazilian people through innovative proposals in education, culture and technology, encouraging the exercise of citizenship, environmental preservation and social inclusion. To become a national model of social inclusion by way of local sustainable development

Looking Forward to the Next Three Years:
This has already been outlined anticipating the continuation of current programs: 1-Environmental management: propose the establishment of a marine reserve at Banco dos Cajuais (a spiny lobster breeding ground), following official recognition of the protection area; 2-Low-impact economic development: help expand small-scale activities, such as oyster culture; 3-Environmental education: gather more knowledge on local mangrove areas, and start providing training for all public school teachers

Contact Information:
Maria Leinad Vasconcelos  Carbogim
Sociologist
Fundaýýo Brasil Cidadýo para Educaýýo, Cultura, Te
Rua Pereira Valente 595, ap.1202, Meireles, Fortal
Brazil
Tel: +55 85 32682778
Fax: +55 85 32640156
Email: leinad@webcabo.com.br
Website: www.brasilcidadao.org.br