Structuring social responsibility actions, sharing knowledge for the benefit of an increasing number of people and making a positive contribution to achieving, preserving and protecting what is most precious. During 2016, Liberty Seguros, with the support of a consulting company, carried out an extensive redefinition of its strategic positioning, its investments and its communication actions with the emphasis on social responsibility. The process involved internal and external analyses for preparing a diagnosis of which causes and purposes the Company would support, so as to create value in the relationship with the main stakeholders and contribute to a better quality of life for the community and its people.

This work was essential for defining the Isso tem Valor program in which, in addition to structuring its social responsibility actions, the Company began sharing knowledge to benefit an increasing number of people, which has made a positive contribution to achieving, preserving and protecting everything that is most valuable. The program runs on three strategic pillars:

Education and entrepreneurship, where the drivers are the education and training of young people from vulnerable communities to work in market in general and in the insurance market; support for women entrepreneurs; and the sponsorship of projects via incentive laws.

Good practices and preservation, that comprise the Company’s corporate volunteer work platform; responsible disposal actions; and a culture of conscientious consumption within the Company.

Awareness of insurance, through the Isso tem Valor portal, which will be rolled out in the second half of 2017 and will have educational content on insurance, while publishing important research into this issue, in addition to issues that are relevant to the population in general, such as information on how to maintain their cars, their homes and care for their lives.

Education and entrepreneurship





Since 2015, Liberty Seguros has been behind the Mulheres Seguras (Safe Women) program, through which it supports the female population looking to start or leverage their own business. To inspire and empower these women, the Company runs the Mulheres Seguras online platform (www.mulheresseguras.com.br) containing testimonials, tips and information about the world of entrepreneurship. The portal also serves for sharing achievements, lessons and difficulties, as well as enabling them to exchange best practices. Since it was launched towards the end of 2016, there have been 300,000 visits and 230 registrations for the portal newsletter.

In addition to its digital presence, Liberty is also physically present. In 2016, to celebrate the first anniversary of the Mulheres Seguras platform, and the Entrepreneur Day, a negotiation workshop was held with an outside consulting company, in addition to promoting networking among the project members. The Mulheres Seguras project remains one of the main points of the Education and Entrepreneurship pillar, and will be the subject of differentiated actions in 2017.


Focusing on the “rollout of projects via incentive laws”, Liberty Seguros increased its sponsorships in 2016, when it evaluated more than 100 proposals from different institutions. The Company opted to support six social projects under the Rouanet Law, the Sports Incentive Law, the National Senior Citizens Fund, the Municipal Fund for the Rights of Children and Adolescents (FUMCAD) and the State Council for the Rights of Children and Adolescents (Condeca). Over R$1.1 million were invested in these actions, involving themes such as education, job market inclusion and entrepreneurship. The projects are:

  • Unibes Lab: based in São Paulo (SP), the Unibes Lab is an initiative of Unibes Cultural (the House of Culture of Israel), a non-profit organization that has been collaborating with human development for over 100 years. The project offers 240 activities a year for young entrepreneurs on free courses in animation movies, photography and music, as well as classes for creative and cultural entrepreneurs, coaching, co-working and mentoring for incubated companies. The action is supported under the Rouanet Law.
  • Instituto Criar de TV, Cinema e Novas Mídias (The TV Creation, Cinema and New Media Institute): also under the Rouanet Law, Liberty Seguros will invest in the Institute, founded in 2003 in São Paulo (SP), with the mission of promoting the professional, social, cultural and personal development of young people using the audiovisual media. Every year, 150 people between the ages of 17 and 20, in situations of social and economic vulnerability, receive technical audiovisual and sociocultural training for entering the labor market.
  • CEAP: Through Condeca, the Company will continue supporting the Center for Assisted Vocational Education (CEAP), an NGO located on the south side of the city of São Paulo (SP), which since 1985 has offered full-time training to young people aged between 10 and 18 on technical and vocational courses. Around 700 people are attended to annually. CEAP is already a partner of Liberty Seguros in the Futuro de Valor (Future of Value) action under which, in December 2016, the Company in an alliance with Senac, made an impact on the lives of over 440 people in the Cidade Ademar community of São Paulo by putting on a series of educational workshops to promote their entry into the job market.
  • Vocação Sustentável (Sustainable Vocation): since 1967, the NGO Vocação has dedicated its efforts to developing personal skills through work in the communities, investment in socio-educational projects for total development, running vocational courses and providing services to businesses. Through the FUMCAD, Liberty Seguros will invest in the NGO’s project for encouraging social and educational practices aimed at the total development of children, adolescents and their families, according to the basic principles of sustainability and conscientious consumption.
  • Hospital Angelina Caron (The Angelina Caron Hospital): founded in 1983 and located in Curitiba (PR), the mission of this healthcare institution is to provide quality care to over 370,000 patients, of whom 95% depend on the public healthcare system. The project supported by Liberty Seguros is: Modern Radiotherapy for the Elderly, whose objective is to increase the amount and quality of the radiotherapy service available at the hospital. To that end, the objective of the action is to purchase a linear accelerator (radiotherapy equipment), which will enable an increase of 62% in the number of daily medical appointments. The sponsorship will take place through the National Fund for the Elderly.
  • Fundação Tênis (Tennis Foundation): under the Sports Incentive Law, the Company will invest in the Tennis Foundation, created in 2001, and which runs activities in six cities in the states of São Paulo and Rio Grande do Sul. The focus of the social, educational and sports program is to foster the values of friendship, respect and excellence through the sport. The initiative attends to over a thousand children and adolescents.


Total invested under incentive laws*
Laws Investiment (R$)
The Rouanet Law 650,000
Sports Incentive Law 170,000
National Fund for the Elderly 170,000
FUMCAD/Condeca 170,000
Total 1,160,000

* By the companies: Liberty Seguros and Indiana Seguros.

Good practices and preservation

Within this strategic pillar, the year’s highlights were the volunteer work initiatives promoted under Serve with Liberty and Natal Solidário (Solidarity Christmas), with a record participation by the employees: an engagement level of 80% was achieved, thanks to the collaboration of more than 1,400 volunteers throughout Brazil.

In addition, the aim of the initiatives under this pillar is to contribute to sustainable growth, guide the employees about the conscientious consumption of resources, like water and energy, to reduce the numbers of copies and print-outs, unless absolutely essential.

Serve with Liberty

Every year, Liberty Mutual holds Serve with Liberty, a global campaign for encouraging volunteer work and solidarity, involving every unit in the Group. In 2016, at Liberty Seguros, the initiative took place between April and May, with record participation by the Company’s employees throughout Brazil.

The actions included donations of clothing, footwear, food and books, with over 10,400 items collected. There was also a mass awareness campaign about the zika virus and a campaign to donate blood, jointly organized with the Sírio Libanês Hospital in São Paulo (SP), and local hospitals where the Company branches are, involving 255 volunteers.

The 2016 Serve with Liberty also included field work in the library of the NGO UNA (Associations of Residents of Heliópolis and Region) in São Paulo (SP), affected by heavy rainfall. In support of the location, 33 employees mobilized a painting task force and organized the donation of over 720 books, which benefited around 3,000 library users. In addition, a reading section was organized for children from the community. The employees were also able to contribute with their communities by São Paulo tax receipts and cash; Liberty doubled the amount donated by its teams. A total of R$38,000 was raised, donated to 36 NGOs based in the cities where the Company operates.

Solidarity Christmas

The Liberty Seguros Solidarity Christmas consisted of four actions between November and December, reinforcing the Education and Entrepreneurship pillar of the Isso tem Valor program:


Vá Ver Solidário (Solidary Go and See)

Under this program, sixty employees introduced the Company’s work environment and what Liberty does to 37 young people interested in joining the professional market. In their role as mentors, its staff members also helped participants with improving their resumes, in addition to running simulated job interviews.


Food Donations

Under a partnership with the Family Social Assistance Service, a Unibes program, more than 900 kilos of non-perishable foodstuffs and R$1,700 were raised, intended for socially vulnerable families in the São Paulo neighborhoods of Bom Retiro and Santa Cecília.

Social Fair

Held at the Company’s head office in São Paulo (SP), the aim was to support NGOs in a range of causes by raising funds from selling of social products. The fair lasted for 4 hours, with six institutions participating, raising over R$2,600 to invest in their projects.

Sacolinhas de Natal (Christmas Stockings)

The employees got together to prepare personalized Christmas stockings containing an item of clothing, footwear, toys and candy. The 125 Christmas stockings were presented to the children at the Betty Lafer Children’s Education Center run by Unibes.

Sinal Livre (Green Light) Program

Conceived in 2011 by Liberty Seguros, the urban mobility program, Sinal Livre, came to an end in 2016 after the Company defined its new positioning in social responsibility. Over the years, the project worked to educate, engage and make the population aware about the need for security and tranquility in coming and going. Studies were also carried out into urban mobility, so as to map the situation in the main Brazilian capital cities in terms of public transportation, locomotion modals, conscientious consumption and sustainability, among other aspects.

Awareness about insurance


In 2016, Liberty Seguros began developing of the Isso tem Valor portal, to be launched in 2017 with a series of items with informative and educational content about insurance and important issues for protecting and preserving what people have achieved. This in one of the Company’s commitments aimed at educating the population about the importance of keeping their important items insured, in addition to protecting and preserving what they have achieved.

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