{"id":9514,"date":"2026-06-24T11:02:18","date_gmt":"2026-06-24T11:02:18","guid":{"rendered":"https:\/\/sbccsummit.org\/?p=9514"},"modified":"2026-06-25T10:14:14","modified_gmt":"2026-06-25T10:14:14","slug":"day-two-at-the-2026-international-sbcc-summit-doing-more-with-less","status":"publish","type":"post","link":"https:\/\/sbccsummit.org\/pt\/2026\/06\/24\/day-two-at-the-2026-international-sbcc-summit-doing-more-with-less\/","title":{"rendered":"Dia Dois na C\u00fapula Internacional SBCC de 2026: Fazendo Mais com Menos"},"content":{"rendered":"
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O Segundo Dia se aprofundou em uma das realidades mais dif\u00edceis do campo: fazer mais com menos. Os palestrantes desafiaram os participantes a repensar o financiamento, forjar parcerias inesperadas e construir programas de mudan\u00e7a social e comportamental projetados para perdurar. As conversas foram pr\u00e1ticas, otimistas e enraizadas na a\u00e7\u00e3o.<\/span>\u00a0<\/span><\/p>\n

O dia foi encerrado em tom de celebra\u00e7\u00e3o, com os participantes da C\u00fapula reunidos para a recep\u00e7\u00e3o de boas-vindas, conectando-se em meio a comida, conversas e uma animada festa para assistir \u00e0 partida entre Panam\u00e1 e Cro\u00e1cia na Copa do Mundo \u2013 um lembrete de que algumas das melhores oportunidades de networking ocorrem bem al\u00e9m das salas de sess\u00e3o.<\/span>\u00a0<\/span><\/p>\n

Hoje promete mais um destaque com o \u00edcone panamenho Rub\u00e9n Blades<\/a> sobe ao palco com a New York University Carlos Chirinos para uma conversa sobre narrativa, cultura e a capacidade \u00fanica da comunica\u00e7\u00e3o de mover pessoas \u2013 e sociedades \u2013 em dire\u00e7\u00e3o \u00e0 mudan\u00e7a.<\/span>\u00a0<\/span><\/p>\n

Sobre o Que Todos Estavam Falando<\/h3>\n

\u00c0 medida que as restri\u00e7\u00f5es de financiamento continuam a remodelar o campo da comunica\u00e7\u00e3o para mudan\u00e7a social e de comportamento, os palestrantes da sess\u00e3o plen\u00e1ria de ter\u00e7a-feira se concentraram menos nos desafios e mais nas oportunidades.<\/span>\u00a0<\/span><\/p>\n

A sess\u00e3o reuniu Norma Jean Straw<\/a>, vice-diretor na Funda\u00e7\u00e3o Gates;\u00a0Nontokozo Madonsela<\/a>, renomado executivo de marketing sul-africano e vencedor de pr\u00eamios; e Martha M\u00e9rida<\/a>, diretor executivo da ProSalud na Bol\u00edvia, para discutir como as organiza\u00e7\u00f5es podem sustentar esfor\u00e7os de mudan\u00e7a social e comportamental por meio de novas parcerias, investimento local e abordagens de financiamento inovadoras.<\/span>\u00a0<\/span><\/p>\n

Embora os oradores tenham reconhecido o dif\u00edcil ambiente de financiamento enfrentado por muitas organiza\u00e7\u00f5es, eles tamb\u00e9m apontaram exemplos do que est\u00e1 funcionando \u2013 desde o apoio a criadores de conte\u00fado e contadores de hist\u00f3rias locais at\u00e9 a constru\u00e7\u00e3o de parcerias com o setor privado e o desenvolvimento de sistemas organizacionais projetados para a sustentabilidade a longo prazo.<\/span>\u00a0<\/span><\/p>\n

\u201cN\u00e3o estamos em um fim\u201d, disse Straw. \u201cEstamos em um ponto de transi\u00e7\u00e3o. Fa\u00e7amos parte da cria\u00e7\u00e3o de um setor ainda melhor e mais positivo do outro lado desta transi\u00e7\u00e3o.\u201d<\/span>\u00a0<\/span><\/p>\n

Com base em li\u00e7\u00f5es de uma agenda de aprendizado de quatro anos da Funda\u00e7\u00e3o Gates focada em normas de g\u00eanero e resultados de sa\u00fade e meios de subsist\u00eancia de meninas adolescentes e jovens mulheres, Straw descreveu esfor\u00e7os para trabalhar diretamente com criadores de conte\u00fado e contadores de hist\u00f3rias locais em pa\u00edses como Qu\u00eania e Nig\u00e9ria.<\/span>\u00a0<\/span><\/p>\n

\u201cAdotamos uma abordagem muito ampla\u201d, disse Straw. \u201cComo chegamos diretamente aos criadores? Como chegamos diretamente \u00e0s vozes locais?\u201d<\/span>\u00a0<\/span><\/p>\n

A discuss\u00e3o tamb\u00e9m abordou como as organiza\u00e7\u00f5es podem diversificar suas fontes de financiamento e estabelecer rela\u00e7\u00f5es al\u00e9m dos doadores tradicionais. Nontokozo\u202fMadonsela,<\/span>an a<\/span>O executivo de marketing premiado, da \u00c1frica do Sul, incentivou os participantes a pensar de maneira diferente sobre como envolver o setor privado, argumentando que parcerias bem-sucedidas come\u00e7am com a compreens\u00e3o do que as empresas est\u00e3o tentando alcan\u00e7ar.<\/span>\u00a0<\/span><\/p>\n

Baseando-se em exemplos do setor de servi\u00e7os financeiros, Madonsela descreveu como iniciativas comunit\u00e1rias podem se alinhar a objetivos de neg\u00f3cios mais amplos, criando oportunidades de parcerias que beneficiam tanto as organiza\u00e7\u00f5es quanto as comunidades que elas atendem. Ela tamb\u00e9m ressaltou a import\u00e2ncia da governan\u00e7a e da presta\u00e7\u00e3o de contas, observando que l\u00edderes empresariais desejam evid\u00eancias claras de que os investimentos est\u00e3o produzindo resultados.<\/span>\u00a0<\/span><\/p>\n

Martha M\u00e9rida,<\/span>\u202f<\/span>diretor executivo de<\/span>\u202f<\/span>ProSalud compartilhou li\u00e7\u00f5es aprendidas com a experi\u00eancia de sua organiza\u00e7\u00e3o na constru\u00e7\u00e3o da sustentabilidade na Bol\u00edvia. Falando em espanhol, ela enfatizou a import\u00e2ncia da estrutura organizacional, da confian\u00e7a dos doadores e de sistemas administrativos s\u00f3lidos. Ela tamb\u00e9m destacou o papel de um fundo rotativo, que se tornou um componente importante da estrat\u00e9gia de sustentabilidade de longo prazo da organiza\u00e7\u00e3o.<\/span>\u00a0<\/span><\/p>\n

Os participantes do p\u00fablico ampliaram a discuss\u00e3o com perguntas sobre o papel cont\u00ednuo do r\u00e1dio na comunica\u00e7\u00e3o para a mudan\u00e7a social e comportamental, o apoio aos criadores de conte\u00fado em comunidades rurais, a seguran\u00e7a dos jornalistas e a propriedade do conte\u00fado criado por meio de iniciativas financiadas.<\/span>\u00a0<\/span><\/p>\n

Ao longo da discuss\u00e3o, a colabora\u00e7\u00e3o emergiu como um tema recorrente.<\/span>\u00a0<\/span><\/p>\n

\u201c\u00c9 preciso pensar em uma nova estrat\u00e9gia, em uma nova forma de colaborar em n\u00edvel local\u201d, disse Straw. \u201cA colabora\u00e7\u00e3o entre setores ser\u00e1 mais importante do que nunca.\u201d<\/span>\u00a0<\/span><\/p>\n

\u00c0 medida que as organiza\u00e7\u00f5es se adaptam a um cen\u00e1rio de financiamento em mudan\u00e7a, os palestrantes sugeriram que o futuro da comunica\u00e7\u00e3o para mudan\u00e7a social e comportamental depender\u00e1 de uma combina\u00e7\u00e3o de lideran\u00e7a local, fontes de financiamento diversificadas e parcerias que se estendam al\u00e9m dos relacionamentos tradicionais com doadores.<\/span>\u00a0<\/span><\/p>\n

Como moderadora, Olufunke Olufon, fundadora e consultora principal da Iw\u00e0<\/span>\u202f<\/span>Consultoria, notado no encerramento: \u201cA crise de financiamento em SBC \u00e9 real, mas n\u00e3o \u00e9 toda a hist\u00f3ria.\u201d<\/span>\u00a0<\/span><\/p>\n

Vozes do C\u00fapula: Repensando Como a Comunica\u00e7\u00e3o \u00c9 Medida<\/h3>\n

Na C\u00fapula da SBCC de 2026, Adenike Ayodele, do Centro de Comunica\u00e7\u00e3o e Impacto Social (CCSI), destacou uma contradi\u00e7\u00e3o na forma como a comunica\u00e7\u00e3o \u00e9 avaliada: ferramentas padronizadas, projetadas para medir a \u201cqualidade\u201d, podem, \u00e0s vezes, deixar de captar exatamente aquilo que pretendem medir \u2014 a conex\u00e3o. Com base em experi\u00eancias com programa\u00e7\u00e3o de r\u00e1dio, ela descreveu como apresentadores locais eram, por vezes, penalizados por usarem humor, express\u00f5es idiom\u00e1ticas e formas de express\u00e3o enraizadas na cultura local que n\u00e3o se alinhavam aos r\u00edgidos par\u00e2metros de avalia\u00e7\u00e3o.<\/span>\u00a0<\/span><\/p>\n

\u201cAquilo que foi sinalizado como impreciso ou tendencioso foi, na verdade, uma conex\u00e3o em torno de f\u00e9 compartilhada e linguagem de confian\u00e7a\u201d, disse ela, observando que respostas baseadas em humor ou enquadramento religioso foram frequentemente interpretadas como n\u00e3o profissionais ou desequilibradas, mesmo quando ressoaram fortemente com o p\u00fablico. Para Ayodele, a quest\u00e3o n\u00e3o \u00e9 a necessidade de padr\u00f5es, mas a falha de alguns sistemas em reconhecer como a comunica\u00e7\u00e3o ocorre naturalmente em contextos locais.<\/span>\u00a0<\/span><\/p>\n

Ela defendeu uma mudan\u00e7a na forma como o campo enxerga a pr\u00f3pria avalia\u00e7\u00e3o. \u201cPor qual perspectiva estamos olhando quando falamos sobre adequa\u00e7\u00e3o cultural?\u201d, perguntou ela. \u201cEstamos vendo atrav\u00e9s da perspectiva do benefici\u00e1rio ou do avaliador especialista?\u201d Sua mensagem foi clara: a alfabetiza\u00e7\u00e3o cultural \u00e9 essencial para aqueles que avaliam interven\u00e7\u00f5es de comunica\u00e7\u00e3o, e a qualidade deve ser entendida em rela\u00e7\u00e3o \u00e0 experi\u00eancia vivida \u2014 e n\u00e3o apenas por meio de m\u00e9tricas padronizadas.<\/span>\u00a0<\/span><\/p>\n

Reflex\u00f5es do segundo dia<\/h3>\n

Tr\u00eas pontos de destaque que surgiram em todas as sess\u00f5es:<\/span>\u00a0<\/span><\/p>\n

Excel\u00eancia em Honra<\/span><\/b>As comunidades j\u00e1 s\u00e3o especialistas em seu pr\u00f3prio contexto. N\u00e3o presuma que n\u00e3o haja conhecimento especializado nas comunidades. Valorize a experi\u00eancia vivida tanto quanto o conhecimento profissional.<\/span>\u00a0<\/span><\/p>\n

Repensar o financiamento:<\/span><\/b>O financiamento para a mudan\u00e7a social precisa de uma altera\u00e7\u00e3o fundamental. Expanda nossas ideias sobre fontes de financiamento e o que pode sustentar processos de mudan\u00e7a. Reconhe\u00e7a que a disrup\u00e7\u00e3o do financiamento n\u00e3o foi uma experi\u00eancia singular.<\/span>\u00a0<\/span><\/p>\n

Comunidades de Confian\u00e7a:<\/span><\/b>A ferramenta certa \u00e9 aquela que efetivamente alcan\u00e7a as pessoas, n\u00e3o necessariamente a mais nova ou a mais familiar. Valorize abordagens com um hist\u00f3rico comprovado, mantendo-se aberto a novas ideias onde as comunidades as desejam.<\/span>\u00a0<\/span><\/p>\n

Em Destaque Hoje: Direitos Humanos em um Mundo em Mudan\u00e7a<\/h3>\n

Como os esfor\u00e7os de mudan\u00e7a social e comportamental podem prosperar em meio ao crescente autoritarismo, desinforma\u00e7\u00e3o e ao encolhimento do espa\u00e7o c\u00edvico? A pr\u00f3xima plen\u00e1ria em destaque explora estrat\u00e9gias para construir confian\u00e7a, resili\u00eancia e a\u00e7\u00e3o coletiva \u2013 e questiona se a pr\u00f3pria democracia \u00e9 um comportamento que deve ser praticado e protegido. Come\u00e7a \u00e0s 9h nas Am\u00e9ricas 1 e 2.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Hoje apresenta duas plen\u00e1rias. N\u00e3o perca o \u00edcone panamenho Rub\u00e9n Blades em conversa com Carlos Chirinos \u00e0s 16h nas Am\u00e9ricas 1 e 2 para uma discuss\u00e3o sobre storytelling, cultura e mudan\u00e7a social.<\/span>\u00a0<\/span><\/p>\n

Blades refletir\u00e1 sobre o poder da narrativa, da cultura e da m\u00fasica para moldar a compreens\u00e3o do p\u00fablico, fortalecer as comunidades e inspirar mudan\u00e7as sociais. Para se prepararem, por favor, familiarizem-se com a famosa obra de Blades,\u00a0<\/span>Amor e Controle<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"Day Two leaned into one of the field's toughest realities: doing more with less. Speakers challenged participants to rethink funding, forge unexpected partnerships, and build social and behavior change programs designed to endure. The conversations were practical, optimistic, and rooted [...]","protected":false},"author":1,"featured_media":8830,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[121],"tags":[],"class_list":["post-9514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-announcement"],"yoast_head":"\nDay Two at the 2026 International SBCC Summit: Doing More with Less - International SBCC Summit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbccsummit.org\/pt\/2026\/06\/24\/day-two-at-the-2026-international-sbcc-summit-doing-more-with-less\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Day Two at the 2026 International SBCC Summit: Doing More with Less - 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