Main area of focus in Caring for the Destination:  

Protect the environment and help poor community.

Detailed description of the Caring for the Destination Initiative: 

The former Brazilian Surf championship Jose Carlos Maiel Renno, well known as "Zecão", has opened a Surf school in the beautiful Itamambuca beach approximately 12 years ago to help people practice his favorite sport, but he decided to do more: he started a Project for poor children, he teaches and give all the local children community the necessary equipment for surfing. He teaches good habits about protecting the environment, they learned how to separate garbage, clean the beaches and also recycle things, and with this he has kept a lot of these children away from drugs and stealing and has promoted some new surfers champions.