Adair Meira is a businessman and environmentalist who has long been committed to social causes in poor areas of large cities. As a communications professional he was involved in social mobilization campaigns between 1980 and 1990, especially in struggles for children's and adolescents’ rights. In 1994 he founded Fundação Pró-Cerrado, which has become the largest educational and income-generating youth programme in Brazil. With his experience of integrating social sectors into different areas of knowledge, he created a platform that connects the needs of today’s youth with the business world, increasing awareness of the need to support young people in Brazil.