Leona Forman - Brazil Foundation

Dear students, family, friends and everyone else, how are you? I have been very busy as usual. Today our interviewee is Leona Forman. She lives in Manhattan, New York, and she is the founder of Brazil Foundation, a not-for-profit in the US and a Public Interest Organization in Brazil, that was created in 2000, and has been mobilizing a growing philanthropic community focusing on social development in Brazil.  She is a Brazilian-American with a Russian- Jewish background who was born in China. Wow! J Querida Leona, it’s a pleasure to interview you! I know how busy you are and want to thank you for taking the time to be interviewed by Luso.

Luso - Why and when did you actually decide to start the Brazil Foundation?

Leona - It was at the point of retirement from a 20 year career in public information at the United Nations, when a strong pull to reconnect with Brazil and to give-back to the country that so generously received my refugee family in 1953. Having worked with non profit organizations from all parts of the world, I knew how difficult it was for them to raise resources, how important it was for the non profits build confidence among the other two sectors – the private sector and the government sector – in their work in order to form partnerships and jointly face challenges faced by marginalized communities in all countries. The Brazilian population in the US that is calculated in over 1.2 million people, includes a very successful, talented, sought after professionals in all sectors, industries and services – financial, banking, industrial, steel-gas and oil industries,  fashion, new media, film, health, academic, designers, musicians ,etc. In talks with people it became clear that although far away from their home-states in Brazil they were deeply attached to their families and communities and what I heard most is that they wanted to share the success they had in the US by making social investments in lives of others  back home.  BrazilFoundation     became a trusted vehicle for them to participate, to make a difference  and in the nine years since its founding, we raised more than $11 million dollars that were directed to over 286 non- profit  social organizations in all states of Brazil.

Luso - Your organization basically raises funds for social projects in Brazil and I know that you have an annual selection of projects. What types of criteria does your group use to evaluate the projects?

Leona - In 2002, the first year we had resources to give - $30,000  - we made a call for project proposals. We received 72 proposals and were able to make three grants of $10,000 each and still had some money due to favorable dollar/real exchange to create an incentive prize to a very promising project.

Our grants have a one-year time line, a maximum budget of R$30,000 (approximately US$16,600.00) at current exchange rates and provide us with four implementation reports during the period. We closely monitor this implementation – for the success of the project is our own success. We provide two project-coordinators with an initial capacity building “boot-camp” in management, administration and communications. These workshops often are considered even more important for the small and medium organizations we work with  than the grant itself , providing the organization with the tools and skills they need for their growth and ability to form partnerships.

We seek projects in the fields of education, health, human rights, participatory development and culture. The criteria we use in the selection process – and this year we received 1116 proposals! – is first and foremost,  that the people or community the project is intended to benefit, embraces the project,  wants and needs it. Secondly, that the project is innovative, creative, efficient, effective. And thirdly, that in the long run, it has potential to influence public policy.    

Luso – After the project is chosen, what type of follow-up do you have to guarantee that the funds are being used for that project?

Leona - As stated above, we require quarterly reports on implementation of the project proposal where the benchmarks and indicators are already clearly defined.  As grantees are selected, they receive half of the grant immediately and six months later, considering all is going as planned, the second half. This provides us with endless opportunities to be in direct communication with each projects, provide them with assistance by telephone, e-mail or in rare cases, visits by project analysts. Rare is the year when a project is unable to complete its objective. This close monitoring and supportive relationship has produced amazing  results for the relatively small social investment.

Luso – The majority of the social projects that I’ve known in Brazil are in one way or another related to Arts, mainly music and dance. Professor Freire used to say that Arts have an important role in the process of transformation of the entire society. I know that Brazil Foundation supports many Artistic- Social projects. How do you see the presence of Arts nowadays? Do you agree with Professor Paulo Freire that Arts are important tools to transform the human being and, consequently, the society?

Leona - I think arts and culture are most crucial elements in any society and in Brazil the talents  are found in the most far-flung communities. The projects we get in the fields of art and culture usually have to do with the promotion and preservation of the traditions and production of artistic heritage, whether  it is afro-brazilian, Brazilian-indigenous or the cultures imported from Europe and the Americas. Providing young people with the opportunity to learn and perform and create, whether it is music, painting, design, theater  the projects are most creative in fomenting talents.  Many of the grantee-organizations we have made grants to  in the field of culture caught the eyes of the Ministry of Culture and  have become Points of Culture  , national centers for the promotion of arts, music and culture supported by the Ministry of Culture. There is an amazing story of the Banda Revoltosa in Nazare da Mata, Pernambuco, that exemplifies the potential of a grantee!

Luso – Open space for your input

Thank you for the opportunity to talk about the work of BrazilFoundation. I hope your readers will want to go to our website to learn more – www.brazilfoundation.org

Living in Cape Verde - Maciej and Bob

Hi, everyone! How are you doing? I am ok! Today our interviewees are Maciej and Bob. Maciej is from Poland and Robert is an American diplomat. Both have been living in Cape Verde for almost 3 months. They certainly have a lot to tell us about this beautiful country. Queridos, super obrigada por sua participação!
Luso - Maciej and Robert, we all miss you. How has been your life in Cape Verde? What are the main differences between your life there and the life that you used to have in the U.S.?
Robert: So far life has been very different, very interesting, and pretty nice.  Though I've worked many years in Africa, Cape Verde is an African country that is also very European, with a strong, enduring Portuguese cultural influence.  I've also never lived in an island country before, and much of life and work here is influenced by the geography of the islands that comprise this country.  For example, when we arrived at the beginning of July, Santiago island, where the capital city of Praia is located, was dry, barren and brown, with no color at all.  Now we're in the midst of the August-October rainy season, and the entire island is full of the most beautiful greenery a person could ever see.  It now seems like we live in one of the most picturesque places on earth--but two months ago I would never have thought it possible.
Maciej: For me the main difference is that life is much calmer and slower, very relaxing. The only moments I need to really try hard to be "zen" are when the drivers stop in the car in front of me blocking the way, because they just saw a friend on the sidewalk and want to talk to him, or in the stores, when not like in US the seller, not customer is a king and it may take quite a time before you finally buy some meat or chicken. Also, Praia is a very small city, so after some time you have a feeling you know everyone. I really enjoy it :)
Luso - Maciej, I saw on your Facebook that you have been taking amazing pictures of places and people. Which are your favorite places in Cape Verde?
Maciej: I always try to find beauty in any place. So far we know only Santiago island, but I like the Cidade Velha - the first town in the islands with amazing ruins of the first catholic cathedral outside Europe, I like Praia with colorful places and people, I like the Cruz The Papa park with the monument of the Polish Pope John Pope II, but it's really hard to decide what's my favourite place, when you live 3 minutes to the beach and 30 minutes to the mountains.
Robert: So far my favorite places are the lighthouse peninsula here in Praia, where you can go and watch the ocean for hours, watching the waves crashing into the rocks; and the mountains on the way from Praia, on the southern tip of Santiago, to Tarrafal, on the northern tip.  It's an unforgettable drive.  I also like the old Portuguese colonial architecture of Plateau, the business/commercial center of Praia. 
Luso – Cape Verde had tough economical and political times in the last decades. Nowadays, according to many economists, it is considered a stable democracy. In spite of the short time, what is your perception about how the economic improvements have affected Cape Verdean’s life?
Maciej: Bob for sure will have much more to say, but I'm very impressed with the quality of the modern roads outside Praia, I wish we had the same in Poland. There's not a lot of cars in there yet, so driving is a real pleasure. And I think Cape Verde has huge opportunities for the use of clean energy. There are some first windmills, but there's still a lot to do.
Robert:  Having lived and worked in 4 other African countries, there's no question that Cape Verde is impressive.  It has made huge strides in the past ten years in terms of lowering the poverty rate among its people, improving infrastructure, strengthening government accountability, and improving public services.  There's a civic consciousness here that is rare in Africa; people have a sense of the common good--unlike so many other countries in the region where private gain seems the only thing that matters and corruption is rampant.  Cape Verde, prosperous, stable, relatively well-governed, and safe, gives a person hope for the future of Africa.
Luso – Cape Verde is famous for its music; one example is the great singer Cesária Évora. Which new sounds and rhythms you have been listening to?
Maciej: Cesaria Evora is very popular in Poland where i come from, actually she's one of my mom's favourite singers. She recorded a beautiful song with Polish artist Kayah, it's easy to find in on iTunes. New sound for me is fu-na-na - fast and funny rythm, for which you dance using your hips. I really like it, it's a great music for the sunny and hot climate.
Robert: Because I work such long hours, it's hard for me to get out and hear live music.  But I have heard lots of mornas and fu-na-na.  I really like the mornas, even though they're relentlessly sad--like the music of many island countries in the world.  I'm not so crazy about fu-na-na.
Luso – What about the Cape Verdean food? Do you have any special suggestion for your colleagues who are going to live in the country?
Maciej: The special suggestion - bring Nutella with you! Being serious - the food is great, I especially love buzios - the grilled seafood. Also in Praia there are some really good restaurants, we are lucky to live just above of my favorite one. I also like to order grilled chicken: after the meal I have some bones to share with the dogs living on the streets.
Robert: I love Cachupa Tradicional.  It's delicious and nutritious--easily my favorite Cape Verdean dish. 
Luso – Open space for your input.
Maciej: Cape Verde is a beautiful country. Breathtaking landscapes, nice and friendly people, outdoor gyms, interesting history - a great place to visit.
Robert: So far so good here in Cape Verde.  I'm impatient to see some of the other islands.  Already I can tell we'll have plenty to discover throughout our three years here.  Also, though proper Portuguese is useful in my work, Krioulo is the real language of daily life here, and I need to learn some. 

Linda Cordeiro - Sampa!

Hi everyone, see below an interview with Linda C. She is an American diplomat, and lived in Sao Paulo, Brazil, for two years. Linda certainly has a lot to say about the ugly, but interesting city of Sao Paulo. Ok, I’m the only who can say that, I am from Sampa! J

Luso: Linda, after two years living in Sampa, how would you define the city?

Linda:   I’m a city person; was born in New York, raised in San Francisco, lived in Tokyo and Los Angeles, so Sampa was another great city for me to explore.  If you are bored there, you are just not trying very hard.  There’s always something to do, someone to do it with.  The city does not sleep.  That being said, get-aways are essential because after about 4 months, I realized I no longer was able to relax.

Luso: The violence often published in all type of media is the main concern of those who are going to live in São Paulo, Brazil. What’s your perception of this problem?

Linda:   Common sense (see disclaimer above about city life) is your best guide.  If you don’t have it, entertain at home.

Luso: What are your favorite spots in Sampa? What would you recommend?

Linda:   It just depends what you want to do.  Sala São Paulo is lovely for live music and performances.  Livraria Cultura is a terrific 3 story bookstore with a theater on the top floor.  Shopping Cidade Jardin (Mall) has a bunch of stores I could never afford, a beautiful layout, and a movie theater with extra-luxurious seats.  Driving to the beach on the new highway is a joy (if you do it early in the morning/late at night, away from holidays and traffic time!)  I liked Arola 23, a 23^rd floor hotel restaurant which serves tapas.   Mary Pop, Love Story, D-Edge for music/dancing.   The bar at Hotel Fasano (but not the restaurant).  Natal and Pipa for beach stuff, dune buggies and aero-bunda, Aracaju (Sergipe), and would go back to Salvador (Bahia) and its neighboring cities and beaches in a New York minute!  I mean … a Sampa minute.  My favorite spots were my neighborhood "lanchonete" where I could get a variety of food and pay per kilo, or just have the "prato do dia".

Luso: What have you learned about the Brazilian life style? What could you tell us?

Linda:    Compared to Brazil, I found the US to be kind of emotionally cold.  I got very used to being touched, hugged, and generally treated with more demonstrable affection.  Friendships formed quickly and lasted.   Emotions, good and bad, are more freely expressed.  The idea of spending time with friends is different  - people rarely go out alone.  Likewise, if I made a breakfast date with someone, we did not part ways after the meal.  We usually spent the entire day and part of the evening together as well.

Luso: Finally, what Brazilian dishes are your favorite?

Linda:  I’m 4kg heavier than when I left.  I love Brazilian coffee, pão de quiejo, moqueca, piraruco and carne de sol, picadillo.  There’ s a lovely restaurant called Mani which serves Brazilian fusion cuisine.