Sustainable 2014 World Cup Communication Campaign
With the aim of reducing the impact of greenhouse gas emissions in the 2014 World Cup, the Ministry of the Environment (MMA) invited private companies to donate carbon credits. The initiative was part of the Sustainable Cup campaign, which granted the participating institutions the "Low Carbon" sustainability label. The campaign is part of the federal government's actions to reduce the environmental impacts caused by the event. All emissions that can not be reduced and that are due to the organization, such as stadium construction and renovation, public and player transportation, energy use and the disposal of solid waste generated at the sites of the games can be rewarded by through the donation of carbon credits. The initiative, which respects the rules established by the Kyoto Protocol, was mirrored in the strategy adopted by the United Nations Conference on Sustainable Development (Rio 20) in June 2012.
The 2014 World Cup has broken all the records of sustainability in a mega event in the world. Eight of the twelve stadiums have been designed and built to international standards and have earned the LEED certificate. Emissions were offset by 545.5 thousand tons of CO2, 10 times more than the commitment assumed. The host cities were trained in waste management at major events, focused on selective collection and social inclusion, and for the production of emission inventories. The Green Passport campaign, an initiative of UNEP, was adapted to the World Cup and developed in partnership with the Ministry, to encourage sustainable tourism and qualify the tourism chain in the country. These initiatives were renewed in the organization of the 2016 Olympics, seeking to make them an example for future editions of the Games.
