Founded in 1996, Um.a #diversidadecriativa is among the most structured live marketing agencies in Brazil, specializing in events, incentives and trade. Among its main customers are Anbima, Atento, Bristol, B3, Citi, Carrefour, Corteva, Cielo, Motorola, Nextel, Mapfre, Pandora, Sanofi, Sumup, Tigre, Via Varejo, Visa, Motorola among others. Throughout its history, it has won more than 40 Caio Award “alligators”, one of the most important in the events area. Currently, with 70 employees and a global portfolio of customers, um.a bets on the multiplicity of views to offer the best solutions for its customers. The objective is that all the idealized projects value these points and allow a better experience for the people involved. “Of course, we started to worry about family members and close people, but we are still far from being citizens who think about each other when it comes to people we don't know, but who deserve the same care and affection as ours. We saw people fighting in supermarkets for rolls of toilet paper, others attacking each other for disagreeing about the use of the mask, others having attitudes that do not think about the collective good. I believe that the pandemic should serve as a reflection for humanity, because, in the end, we are all equal and a disease or evil does not choose rich or poor, races, principles ”, says Mirella Rossini, editor at Um.a #divesidadecriativa.
Mirella, are we losing empathy?
Yes. In general, in my opinion, the world is becoming more rude and hostile. We are looking more at our universe and less at the outside. Increasingly connected virtually and less personally, we live on appearances and concepts imposed by society. With the pandemic, I believe that this isolation in “own universes” has increased.
Do you also believe that empathy is the key to human survival?
I believe. In fact, for me, putting yourself in the other's shoes solves most of today's problems. Governments, businessmen, citizens, should do this exercise. I am sure that many decisions and attitudes would be different.
How has the pandemic affected people's empathy in your eyes?
I think, as I said above, that people have closed themselves even more in their universes. Of course, we started to worry about family members and close people, but we are still far from being citizens who think about each other when it comes to people we don't know, but who deserve the same care and affection as ours. We saw people fighting in supermarkets for rolls of toilet paper, others attacking each other for disagreeing about the use of the mask, others having attitudes that do not think about the collective good. I think that the pandemic should be a reflection for humanity, because, in the end, we are all the same and a disease or evil does not choose rich or poor, races, Principles.
Should the post-Covid change this impression or does it see other ways to this issue?
I hope it does change my view. In fact, what I hope for the most is still living in a world and leaving my 11-year-old son a world where people respect and accept each other. Equality for me, especially when dealing with human beings is essential for us to live in peace.
Why is it that in some societies the different still scares and shocks?
I believe we were all created to follow a pattern. We are forced to live, to act, to dress, etc., as ideals. Therefore, everything that escapes this pre-established scenario is frightening. I think the hope is in the new generations.
How can this scenario be changed?
With education and on culture of people. Indoors we should always open the fan for our children and show that there are different people and that many times not following a pattern is good. To praise that the exchange between the diverse is rich and magnifying. At my house, I already do this, my son was born with the absence of the fifth phalanx of one hand and I had to work with him on this issue of being different from the others, mainly because he was questioned, ridiculed among some classmates because of this condition . I always made a point of making him believe that he was this way because he was special and that our differences are what make us unique.
Did the digital idealize an unreal world?
It certainly boosted. But we have always lived this in magazines, soap operas, looking at high society and people who are far away from the great mass. Anyway, digital allows us to transform images and create realities that, in fact, never existed.
What should companies do to take advantage of this diversity naturally and above all truth?
Be exactly natural and true. I think that the first step is to have leaders in these companies that share values that encompass diversity and that realize that even different people are equal as human beings: that we have to contribute regardless of our background, trajectory, repertoire. If this does not come from within, from people who are part of companies, it will never be true.
Do companies with a pro-diversity discourse also discriminate against minorities at some point?
There are many companies that preach diversity, but that just want to fit in a context. These certainly discriminate. But there are many organizations who are chasing and open to learning always, these are the ones that will soon embrace this cause with propriety.
How important is acceptance from your personal perspective?
I think we need to accept ourselves first and then accept the other.
Has that acceptance set you free?
Totally. When I entered the job market, at the age of 17, I used to joke that the day I owned the whole shit I would dye my hair blue. The truth is that I don't even own anything, but at 37, with 20 years of experience, I can say that I own myself. I proudly sport a tattooed body, I do what I want with regards to my style, hair colors, and I learned to impose myself. Saying no, establishing my space. As long as I don't harm anyone, my motto is sincerity, always. So I feel free, yes. To be who I am and live as I believe, even if it has consequences for me.
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