Instituto Ayrton Senna - IAS
The Heart of Brazil / J. Walter Thompson Brazil
Instituto Ayrton Senna is a non-profit organization created by Ayrton Senna and inspired by his values. They work to promote better education in Brazil and inspire people by Ayrton’s willpower.
According to a study by the Brazilian Olympic Committee, he is the biggest inspiration for Brazilian athletes. Even 20 years after his death, Senna is the most cited athlete by the Brazilians and had more than twice the number of votes of the second place. This shows how much influence he has over Brazilian people, and even more over Brazilian athletes.
The 2016 Olympics in Rio is the perfect opportunity to use this influence to motivate the Brazilian athletes who will compete for a medal at home.