Eduardo Sirotsky Melzer: Humanitarian

May 11th, 2017

Eduardo Sirotsky Melzer assumed his blood-right as the new president of RBS Group on July 3, 2012. The ceremony was held in Porto Alegre in the presence of previous executives, employees, and close family members. New ownership was announced during the month of May 2012 as part of the succession process. Their main goal was to improve corporate leadership and continue growth.

Eduardo “Duda” Melzer has taken the company to new heights. In 2014, the RBS Group was recognized for generating the most media value for their audiences. Other companies recognized in this category were Globo and Google. Eduardo Sirotsky Melzer has led the RBS Group to become one of the top 10 most innovative companies in Brazil.

One of the most impressive innovations is the social awareness and community improvement campaign created by RBS Group. The company has created an effort in Brazil to improve education and stop crack usage. They recognized a need for leadership within the youth and catered their campaign to this group. They created a cast of 6 cartoon characters: The Devil, Bug, Witch, Bogeyman, a headless mule, an Ox with a black face, and a wolf with his puppies. The children related to the messages shown in commercials and the campaign lasted for more than 10 years. It was easily the most successful social improvement campaign in Brazil.

In an article on Dino, the secret to the campaign was that the creatures shared a positive message that kids could understand. The creatures focused on improving the children’s education and the second rendition saw the cast of cartoons being recreated in CGI. Through this campaign, RBS Group has taught an entire generation of children how to achieve in life. They have equipped them with the tools necessary to achieve their goals. Eduardo Melzer is truly a humanitarian for taking on this effort.

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