Viva Rio is civil society in action. Viva Rio came into being from a massive protest against street violence. This new form of citizen action has made a true difference for the millions of inhabitants of Rio de Janeiro and has created a synergy with the city government. Viva Rio is a new model for the citizens of Rio, the country and the continent. Although not cultural in the strict sense, Viva Rio displays a moral dimension and expresses the importance of values, and thus the important role culture can play in a destructive environment.