Imagina na Copa

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Brazil is undergoing a major transformation, in both economic and social fields. The country will soon host two major events: the 2014 World Cup and the 2016 Olympic Games. Despite all this excitement, Brazil still deals with a lot of self-doubt. 75% of Brazilians say they don’t feel excited about hosting the World Cup. This lack of confidence is embodied in the phrase “Imagina na Copa”, in Portuguese: Ïf traffic is that bad now, imagine it during the World Cup”. In contrast to this sentiment, 8 out of 10 Brazilian young people say they desire to do something for society.

Fernanda Cabral and Mariana Ribeiro
Imagina na Copa

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June 18, 2013
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“Imagina na Copa” is a very popular expression in Brazil – everybody is saying it. It represents the negative feeling that Brazilians share towards everything that might go wrong during the World Cup.
Some young people have already moved from complaining about what is wrong to organizing themselves to promote change. But it could be a much bigger crowd!
"Imagina na Copa" will be a platform to strengthen new and existing social initiatives among Brazilian youth. It all starts by switching “Imagina na Copa” from a negative to a positive.
The 1st half is Warm Up and Training. We will provide inspiration by sharing successful stories online and visit the 12 World Cup host cities to support young people get started.
The 2nd half is the Team Selection, the Match and Scores. We will select a number of initiatives that emerged from the workshops to be implemented in the 12 World Cup host cities.

The challenge is to help people move beyond the “what-is-wrong” debate and empower them to take action and do something for the development of the country. Our main goal is to strengthen both new and existing social initiatives among Brazilian youth throughout the country.


Imagina na Copa will be reframed from a negative to a positive movement. Developing a website to share stories of young people who are already taking action will serve as an inspiration to help more young people get started. We will also create workshops and visit the 12 host cities in Brazil to share social change design.

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