In order to sustain its commitment as an agent of economic growth with sustainability, and in order to extend the process of social inclusion by offering people a wider range of opportunities, in April 2012 Banco do Brasil (BB) launched the BOMPRATODOS Program. By adopting this strategy BB has turned its focus to a discussion that has come to the fore time and again in its analyses: how to offer relationship excellence. An idea that involves all areas of activity and possibilities as a bank, and which has been a feature of the BB' s mission since its foundation.
In order to bring this to fruition the challenge for the Institution was to create a strategy that monitored the Bank's entire movement and which was strongly and truly customer-facing. Relationship excellence has become the main bulwark of this new position, standing out from what the market has been doing. The next step was to find a concept that summarized this new moment and transmitted it to the public in a simple manner. This led to the Banco do Brasil – Bom Pra Todos (Banco do Brasil – Good for Everyone) program, based on the idea of cooperation, and boosted by the advertising campaign "Pra ser bom para o Banco, tem que ser bom para você" (To be good for the Bank it has to be good for you). The BOMPRATODOS Program includes a powerful, far-reaching and long-lasting idea that keeps it at the leading edge of trends within the financial sector and provides the basis for all BB communication, from advertising to internal communication and product launches.
As a business strategy the BOMPRATODOS Program has enabled BB to head a wide-reaching movement for reformulating the concepts of credit which, when combined with lower interest rates, has provided the new strata of society with access to consumer credit. Credit at lower interest rates and financial management and education have been combined into products associated with the BOMPRATODOS Program. Over half the business done by Banco do Brasil after launching the strategy were with customers who had never before taken out a personal loan or financing. This translates into higher revenues from a lower concentration of business, which means less risk for the Bank.
In line with these concepts, this chapter of the report introduces the principal results and the highlight of the Bank's economic and financial performance, in addition to the initiative involving stakeholder engagement and environmental management within the Bank.