TV Globo’s current nine o’clock soap opera, “Quem Ama Cuida” (“Whoever Loves, Cares”), has brought to the spotlight a story rarely told in Brazilian television dramas: that of a woman imprisoned after acting in self-defense against an attempted femicide. To play Nancy, one of the characters facing this reality, actress Jeniffer Nascimento immersed herself in the challenges faced by women within Brazil’s prison system — and it was during this research process that she discovered the social business Tereza, recommending the brand’s work on her social media in June.
Born from social cooperatives of incarcerated and formerly incarcerated people incubated by the Humanitas360 Institute, Tereza became an independent social enterprise in 2023, and today is a partner of H360 in transforming lives through fashion with a purpose. Beyond building her character, Jeniffer dedicated herself to understanding the harsh reality behind this cause: that of people who must rebuild their lives after incarceration.
This is exactly the purpose that drives Tereza every day: generating income, autonomy, and dignity for women leaving the prison system, offering a real path toward rebuilding their lives. Seeing this issue gain visibility on one of the country’s biggest stages, and receiving the generous attention of such a powerful artist, reinforces a mission shared by the entire ecosystem the brand is part of.
For Jeniffer, occupying this visible platform carries a responsibility that goes beyond fiction. The actress wants to “use this platform to share initiatives led by women leaving the prison system, so that, beyond being moved by these stories, we can actually try to create real opportunities for the many Nancys across Brazil.”
It is this gesture of listening and generosity that the Humanitas360 Institute and the social business Tereza celebrate and are grateful for — a perspective that turns emotion into a real opportunity for a fresh start.
Watch the video below:
(Photos: Manoella Mello and Beatriz Damy / TV Globo)
