The Strong Side has landed in Rio de Janeiro — city of color, of Cristo Redentor, of Carnaval!
August 2025 marked the start of partnerships in Rio when the International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lissette Brassac-Fitzgerald embarked on her second journey to Brazil (in as many months), touching down in the city by the sea on The Strong Side’s maiden voyage to Rio de Janeiro.
And what a productive voyage it was at that!
Who run the world (girls!)
Alongside our Brazil team — including ESD Brazil CEO and head of The Strong Side Brazil, Pamela Valdez — our fearless leader met with Paula Young, Head of Commercial Activations & International Relations at SAF Botafogo, who was accompanied by her all-female team. (We love to see it!)
Botafogo stands out in the Brazilian football landscape for its progressive ESG practices, including the goal of achieving a 50/50 gender balance in its workforce and the creation of a dedicated department, “A Hora Delas”, focused on women’s participation and representation in football. This unit has its own marketing and commercial structure and is responsible for running recurring campaigns that highlight the club’s commitment to gender equity. (We love to hear it!)
From Copacabana Beach to Carnaval
While in Rio, our team met with Mr. Diego Carbonell, Director of Sustainability for the Liga Ouro de Carnaval, which coordinates 20 samba schools in the city’s Access Group. Mr. Carbonell was presented with the objectives and methodology of The Strong Side program, including its focus on gender-based violence prevention and cultural transformation through sports and public engagement.
In partnership with Liga Ouro, our team conducted technical visits to two key Carnaval venues — Cidade do Samba and Marquês de Sapucaí.
We’re thrilled that Mr. Carbonell and Liga Ouro embody an ethos so aligned with our own and are dedicated to ending gender-based violence throughout Carnaval and within the community. We’re looking forward to a continued partnership culminating in a TSS presence at Carnaval 2026/2027 and beyond.
Samba Schools
Our team got front row seats to one of Beija-Flor Samba School’s rehearsals (we’re still pinching ourselves!). We were welcomed by one of the school’s directors, who presented Beija-Flor’s vision, its extensive social projects, and its continuous work within the community where the school is based.
The Strong Side team is very much looking forward to a continued partnership with the Rio de Janeiro Carnival League!
Government
Our team also connected to Carnaval partners at both the state and municipal levels of government in Rio de Janeiro.
At the state level, we’ve sent partnership proposals to the Secretariat of State for Women.
We want to take the time here to congratulate the Secretariat on its forward-thinking leadership in safeguarding women and girls across the state.
The “Não é Não! Respeite a Decisão” decree, now visible in samba school courts and blocos (street parties), has set a new standard for safe celebrations. Likewise, the launch of “Programa Nós+Seguras”, the inter-departmental curriculum that brings consent and GBV-prevention content to public-school classrooms, shows how decisively the Government of Rio is tackling violence before it starts.
We applaud your unwavering commitment to the rights and safety of women and girls in Rio de Janeiro. We are confident that, together, we can transform the energy of Carnaval (and football) into an even greater force for safety and equality.
On the local level, the Municipal Government of Rio de Janeiro has expressed immediate interest in signing a partnership agreement.
We’re looking forward to strengthening our commitment and participation in this region!
We have to say, we’re absolutely beside ourselves (in sheer joy) about the engagement and commitment to safety and ending gender-based violence we’re seeing from Carnaval stakeholders in Rio de Janeiro — at both the samba, club,and government levels.
Carnaval and football matches amplify risk for women and girls. A 2024 national survey shows 50 % of Brazilian women have already suffered sexual harassment during Carnaval and 73 % fear it will happen again. Police data compiled by the Fórum Brasileiro de Segurança Pública reveal that on match days domestic-violence reports in major capitals—including Rio—rise about 24%, while injuries climb 21%.
Empowerment Self-Defense, the proven and scientifically backed violence prevention methodology implemented by The Strong Side, has shown (through multiple peer-reviewed studies):
- A 37-80% reduction in assault risk
- Significant decreases in anxiety and fear
- Measurable increases in confidence and assertiveness
- Enhanced communication and leadership skills
- Stronger community connections and civic engagement
The skills developed through ESD education — assertive communication, boundary-setting, collective action, and strategic thinking under pressure — don’t just teach people to respond to violence, it transforms how they move through the world.
Carnaval is arguably the biggest party on earth with its parades and samba schools and feathers and sequins and street parties (oh my!), not to mention the dancing (all the dancing!) — and we’re here for the party!
By fusing the energy of Carnaval and football with proven prevention science, Rio can transform its greatest celebrations into a world-leading showcase of safety, inclusion, and community empowerment.
Because we believe in a world where everyone can move through the world with dignity, safety, and sovereignty — all while having a fabulous time (especially while having a fabulous time!) — both on and off the pitch!
And we’re ready to make that world our reality.
Media Inquiries:
Lauren Lopp, Press & Communications Manager
press@thestrongside.team
www.thestrongside.team | www.esdprofessionals.org
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