I grew up in fashion, in the fashion world.
I started there.
I was going to the parades and I had a lot of fun with those moments,
and, at the same time, I found everything very exaggerated,
he did not think he needed to be that way.
But anyway, I had fun, it was super marking for me.
I worked in women’s magazines, in women’s magazines,
and I had to write about fashion trend,
I had to dictate rule, that to me was very annoying.
I did, but what really moved me, what I loved was talking about fashion
as art, of the history of fashion, of fashion as identity, of behavior;
that’s what I like to do.
In addition to traveling also to see the parades outside,
Once a year I would go to Paris and New York, that was great.
I thought I was on my way, but that’s where the Sustainable Planet came from.
I received an invitation to create, deploy and run the site
of this great project of Editora Abril, was in 2007.
This challenge I found the most,
I died in fear,
and it was the best thing I did,
because before I missed something,
I was doing well the work I did with fashion,
but something was missing.
When the Sustainable Planet project came along,
from the beginning, most of the people who were involved
I did not understand much of it, so we had to understand it all together.
I made a connection with myself, I made a connection with people and with the theme
which had not happened before.
For all that we have done there, for all that we have developed,
the way we thought, that work quickly became a cause for me,
that I was really doing with passion and I had a huge desire
to go to the events, to go to the newsroom, to discuss these guidelines.
So it really caught me, really deep, some things got really strong.
In fact, you need to seduce when you talk about these topics;
the communication that makes the difference is the one that seduces to a new perspective of life
and we wanted people to have that understanding.
Another thing is the issue of being more positive when you give the news.
Of course you will not be an alienated, not to speak of what is happening.
Roberto Smeraldi showed the situation exactly how it is.
Many people here have spoken, but when you speak of these bad news,
It’s cool when you come up with something, in what way that person
can participate to make a transformation in relation to this theme.
And the question of being more positive, of having positive news to give,
it’s for you to inspire people, because also if you stay there
just talking about the bad news,
you drop and you really can not conquer.
And another thing is good humor: we even released a comic book
to talk about climate change, what child wanted to read,
teenager wanted to read and adult wanted to read.
And we also believe in the games, even Edgard told me today
about a project of his that is wonderful and I also believe it,
in the fun for you to understand these themes as well, of sustainability.
Then everything was very good
and, in June, the whole staff was fired.
The Planet, in fact, is not over, it’s still there in a different way.
And I found, in the beginning, when I got the news,
that maybe it was the case of taking a break, of giving some time,
but in the end, the next day I was already
with two journalists talking about it, we created another project
and it was very interesting because the connection of the people there changed.
Since he no longer had a corporation behind him,
we wanted to do something alone;
It was very fast, it was very tuned.
And quickly also other collaborators, a good part of them, the bloggers,
several others who worked with us on the Planet,
they joined our project, and more people coming.
Every week we receive e-mail from people interested in writing
to the Planet Connection,
or write a blog proposing things.
Anyway, then you are very rich.
In a very short time he turned a net to speak of these subjects,
which is extremely inspiring.
And our project, in fact,
we want to talk about these issues in a positive way,
we are giving the news that are not so cool,
but we want to inspire people to action.
And we have been able to do that already in that short time.
And the interesting thing is that even institutions are supporting our project,
so we were not alone, everybody took into account
everything we did there, which really was very rich.
And even, I think the history of the Sustainable Planet, those eight years,
I remember when I started, there was no such understanding you have today.
Then, in eight years, he had a trajectory,
a very large change of information,
of how many people are involved with this topic.
Anyway, there is a nice story there, from the Planet, and I think we now
will continue in another way.
There’s always something positive.
When I switched from fashion to sustainability, I was a bit afraid,
but I threw myself into it and it was wonderful.
Now, losing all the support of the corporation we had to talk about these matters
and go for a project of its own, also has an absurd gain,
we have our essence there, we are putting the thing
in another way, it has a way, so it’s worth the trip.
Another thing I find superimportant is that we adhere to micro-engagements.
Never feel small: “This is what I’m going to do and it will not make any difference”.
It always makes a difference.
Every action that is sustainable reverberates.
So, from a little action you do, there will come another, you will meet people
who will be involved, who think the same as you,
or that will bring a novelty, anyway, it is always possible
adhere to something small.
And then it can become bigger.
If you already do these things, if you are already in that line,
spreads this idea,
because there are a lot of people who are still thinking that they can not continue.
And one last thing I wanted to talk about is the connection.
I think all that happened to me in that time
showed me that we should look all the time
for the connections we are making,
because not all are legal; I will not say that connection
that I did with the fashion back there with all the people I met,
all the work I’ve developed, is not that it was not worth it,
but something was missing; and then it seems that everything was more complete,
everything was fuller, denser, cooler.
So, look at those connections that we make everyday.
What is their quality, how am I to myself, how am I to the other?
I think other participants here at TED today also mentioned this,
I wanted to talk about it too.
And then I’ll finish with this … to talk about this image, that I met her in 2007,
when I started working on the Planet, and it has been used to spread
an African philosophy,
which is Ubuntu,
and the summary of this philosophy is:
“I am because we are;
my humanity exists because our humanity exists. “
So, I’m here because we’re connected.
And I think that’s just it, it has to do with the title of my presentation:
“The connections that really matter”.
That’s what I wanted to say, thank you.
(Applause)
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