Launch of Philanthropic Fund and crowdfunding for reforestation of the Atlantic Forest [release]

One Foot of What Program? and Fundação SOS Mata Atlântica launch an online fundraising campaign for planting trees with a minimum target of R$ 400 thousand. Sitawi Financeira do Bem will manage the total amount raised 

Moved by the desire to reforest Brazil, the program ?Um Pé de Quê?, created and produced by Pindorama Filmes and Canal Futura and presented by Regina Casé, launched, in partnership with Fundação SOS Mata Atlântica, the crowdfunding?stand up?. The campaign aired on Sunday, the 20th ? eve of Tree Day -, to raise funds for the planting of, initially, 20,000 tree seedlings native to the Atlantic Forest, recovering 1.33 Km of riparian forests on the Una River, in the Paraíba do Sul River basin, which supplies the states of São Paulo, Rio de Janeiro and Minas Gerais.

The campaign will be available for 60 days on the website, where for each voluntary contribution in the amount of R$ 20 the Internet user will adopt a tree. The seedlings will be planted and cared for by Fundação SOS Mata Atlântica for the next five years, until they are strong enough to continue on their own. The minimum target for the project is R$ 400 thousand. All resources raised will be destined to a Philanthropic Fund, managed by SitawiFinanças do Bem.

?The flexibility to shape the Fund to the needs of the program, combined with the agility of structuring and low maintenance costs that the Philanthropic Fund brings to the entire Dá Pé project, means that the collected resources are dedicated with greater potential and efficiency to the real purpose of environmental impact, which is the reforestation of Mata?, comments Rob Packer, Fund Manager at Sitawi.

Estevão Ciavatta, screenwriter and director of Pindorama Filmes, highlights the importance of involving the population to solve the problem of deforestation in time to see results from their actions: ?The Atlantic Forest takes an average of 10 years to recover. It is very fast. This generation can change the world!?.

With the amount collected, those who adopt one or more trees will also help to make available, in full, the content of the program ?Um Pé de Quê??, on the website The program, hosted by Regina Casé for 15 years on Canal Futura, has one of the largest audiovisual collections about trees in the world. There are 156 programs with 138 species portrayed, each tree is the star of a 20-minute episode. It will be a freely accessible material, under the regime Creative Commons, so that as many people as possible have access to and make use of this knowledge.

The program ?Um Pé de Quê? has a partnership of more than 10 years with the Botanical Garden of Rio de Janeiro, with the SOS Mata Atlântica Foundation and the Plantarum Institute. The One Foot of What? it is on TV, on the web and in books, whose volume Pau Brasil was adopted by the Plano Nacional do Livro Didático.

For Marcia Hirota, executive director of Fundação SOS Mata Atlântica, the partnership with the program is very important to help raise people's awareness of the biome. ?In the week we celebrate Tree Day, September 21, our main goal is to stimulate and engage society with sustainability actions in favor of the Atlantic Forest, which today has only 8.5% of original forest in Brazil. This initiative will also help to show how important the forest is to guarantee the generation of water in quantity and quality for our consumption?.

About Sitawi Finance for Good

A social organization of public interest (OSCIP)* that operates in Brazil and abroad as a Finance for Good platform operating innovative financial solutions for positive socio-environmental impact. The platform is structured in 4 programs: Social Finance, Sustainable Finance, Philanthropic Culture and Business & Impact. The Management of Philanthropic Funds is allocated in the Social Finance program, alongside other solutions such as the Socio-Environmental Loan, for example, brought by the organization to Brazil 7 years ago.

About ?Um Pé de Quê?

On the air since 2001, the program ?Um Pé de Quê?? has traveled around Brazil and the world identifying and telling the story of more than 130 tree species. From Japan to Mozambique, from Paris to Brazil, Regina Casé brings the viewer closer to trees through music, cuisine, history, technology and anthropology. In 2007 the ?Um Pé de Quê? became the first TV program to neutralize all greenhouse gas emissions in its production, performing a program entirely focused on the theme of global warming.

About SOS Mata Atlântica

Fundação SOS Mata Atlântica is a Brazilian NGO that has been working for 28 years to protect what is the most threatened forest in the country. The NGO carries out several projects in the areas of monitoring and restoration of the Atlantic Forest, protection of the sea and coast, public policies and improvements in environmental laws, environmental education, campaigns on the environment, support for reserves and conservation units, among others. All these actions contribute to the quality of life, since more than 72% of the Brazilian population live in the Atlantic Forest. The NGO's projects and campaigns depend on the help of people and companies to continue to exist. Find out how you can help

Related publications

Skip to content