SWU Partnership – Brazil


One of the best things about what we do is being exposed to people/groups around the world who are doing innovative and inspiring things… people out there, taking initiative and choosing to not only do their part, but trail-blaze in the process. Of course I love our country – it’s been a place that is founded on free will and innovation. But, as most of you well know, there are amazing things happening out there all over the world and I’d like to take this opportunity to share one of them with you…

Waves For Water was recently contacted by a group in Brazil that produces a giant music festival each year just outside of Sao Paulo, Brazil, called SWU – The letters stand for Starts With You. It is a festival on par with the ones we are so familiar with in the US such as Coachella & Lallapalooza. Some of this years headliners include – Kanye West, Faith No More, Snoop Dogg, Stone Temple Pilots, Black Eyed Peas, Duran Duran, among others. But the difference in SWU is it has a purpose beyond the   music. The entire thing is a sustainability/awareness campaign, with music as the common thread. The concept is simple – attract an entire demographic with great live music, but while you have them there, TURN THEM ON…! Shift their consciousness and create an army of educated soldiers in the fight for a new, more conscious, reality… It’s all about information – once you are informed, you are responsible… once you are in touch with your responsibilities, you have a better chance of carrying them out and actually helping to change existing paradigms that are either outdated or simply broken.

So, SWU walks their talk… and how they do so is by partnering with organization or groups that they feel are worthy of exposing to the massive audience at their festival. When they partner, it means that they co-create (and sponsor) a community driven action with each partner. In the case of W4W, through our program, they wanted to collaborate on a project for a specific slum on the outskirts of Sao Paulo that, in its first phase, would provide 900 families with clean water. Their concept is brilliant – execute a real action with their partners months before the festival… do a huge media push around each action to get people acquainted, and then physically showcase each project at the festival through a range of mediums – build outs, videos, live demonstrations, etc…

We completed the first phase of the slum project with them recently and it was incredible. It’s all about implementing change on the ground level and turning on the next generation in the process… I even had my girlfriends son, Dylan, come along to help and see first hand the harsh realities that many people face, day in and day out, around the world.

SWU was a flawless partner… and really helped get the message out afterwards on a national level… And along with the unwavering support (since the inception of this project) by the Hurley crew in Brazil, it was by and far one of the smoothest projects we’ve ever done – anywhere! I’ve attached images from the project…

Lastly, they have asked me to speak at their global sustainability symposium during the festival… I said yes, of course… and am completely honored to do so. The other speakers include Neil Young, Bob Geldof, and Donna Karen… to name a few.

Here’s a link to learn about the event – http://swu-admin.swu.com.br/en/

Wish us luck!

One Response to “SWU Partnership – Brazil”

  1. Patti DiVita

    What wonderful work you are doing! When I read this blog, I was thinking,”This is exactly along the lines of what I am doing with my project”. I was at the International Water Forum at the United Nations and every single speaker said that the main problem with the Global Water Crisis is AWARENESS! The mission I’m on is a partial answer to that problem. There is a purpose behind the mission and as impossible as it seems, it’s actually very simple! By working together we can change the way the world is headed. Thanks! Patti


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