By Ramesh Bhan

New Delhi, Feb 17 (UNI) “NO means NO.’’ Respect the decision.
This is not the famous dialogue from Amitabh Bachchan starrer ‘PINK’. This is the campaign slogan of the Rio de Janeiro state (Brazil) to combat harassment and sexual assault against women during the world-famous Brazil Carnival, concluding on February 17.
Brazilian federal law had, in 2023, created the “No Means No” protocol for the prevention of harassment and violence against women and protection of victims. According to the law, harassment is any physical or verbal insistence directed at a woman after she has refused.
A 2024 study, ‘Perception of Harassment at Carnival’, shows that 50 per cent of women have already been victims of sexual harassment during Carnival festivities and that 73 per cent are afraid of experiencing this situation for the first time or again.
The annual Brazilian Carnival began on February 11. While the main festivities occur over the week, from February 11-17, the celebration extends both before and after this period. Hundreds of informal street parties, known as ‘blocos’, begin across major cities like Rio de Janeiro and Salvador. The peak period includes the world-famous Samba School Parades. February 18 marks the official end of the holiday.
Other cities also host unique celebrations, such as massive beach parties in Salvador and the traditional giant puppet parades in Olinda and Recife.
According to Brazil’s official news agency, Agencia Brasil, the Brazilian Health Ministry has reinforced the importance of using condoms and other methods to prevent sexually transmitted infections (STIs), not only during the festivities but throughout the year. Using the slogan “Carnival with prevention. Before, during and after the festivities - the Brazilian government on your side,” the campaign is primarily aimed at young people and young adults.
Agencia Brasil quoted the Health Ministry as saying that 138 million condoms were distributed to all Brazilian states over the past three months, including two new versions that began to be used in Brazil’s public healthcare network.
“The new initiative aims to increase adherence to condom use, an effective method for preventing HIV, viral hepatitis, syphilis, other sexually transmitted infections (STIs), and unplanned pregnancies,” the Ministry said.
The Carnival attracts tourists from all over the world. A survey released on February 12 by the Rio de Janeiro Municipal Hotel Association and the Brazilian Association of the Hotel Industry of Rio de Janeiro says that the hotel occupancy rate for the Carnival period exceeds 91 per cent in the capital and 80 per cent in the interior of the state. Last year, the occupancy rate reached 98.62 per cent.
The highest occupancy rates occur in the South Zone and the city centre, home to beaches and major Carnival parades. Last year, hotel occupancy during Carnival reached 98.62 per cent.
During the February 20–21 Samba schools parade, the average hotel occupancy rate in the capital is expected to be high, at 85.13 per cent.
According to Agencia Brasil, the president of the Rio de Janeiro Municipal Hotel Association, Alfredo Lopes, said the Carnival is Rio de Janeiro’s main festival and guests stay longer as compared to New Year’s Eve. “This longer stay results in full hotels and strong results for the tourism sector. We expect to surpass last year’s figures. The growth in international tourists will certainly contribute to this,” he said.
The Brazilian Association of the Hotel Industry of Rio de Janeiro president, José Domingo Bouzon, said the high demand from tourists during the Carnival also has repercussions for the hotel sector outside the capital. “Throughout the state, hotels and guesthouses offer visitors first-class infrastructure, with diverse leisure options and programming geared toward the festivities, which attracts many tourists.”
From a commercial point of view, the economic return for every investment in the Carnival and culture and the arts is higher than that of some traditional industrial sectors, such as the automotive industry.
Italian-American economist Mariana Mazzucato says that Carnival brings social, well-being, and mental health benefits to many communities, including those vulnerable. Mariana Mazzucato said, “More than just about the food, drinks, hotels, and tourism during Carnival, it’s about the social impact - the skills, schools, networks, the value of social cohesion, and the sense of identity and heritage.”
Mazzucato said Carnival should be the centrepiece of a platform to expand Brazil’s creative economy. This economy is a business model based on intellectual and cultural capital, as well as creativity, to generate employment and income.
“We must always remember that power relations exist. Who has access [to Carnival]? Is it becoming too commercial? Where does the money go? Are sponsorships, for example, being reinvested in the communities and the ecosystem that create this incredible creativity?” she asked, according to Agencia Brasil.
Carnival’s history is a blend of ancient pagan rituals and Christian traditions, evolving over centuries from a seasonal celebration into a global cultural phenomenon. Its roots can be traced to 4000 BC to 500 BC, ancient Egypt marking the transition from winter to spring, and Greece--honouring the God of Wine.
The name Carnival likely comes from the Latin carne levare ("to remove meat") or carne vale ("farewell to meat"). It serves as a "last hurrah" to consume rich foods (meat, fats, sugar) and indulge in pleasures before the strictness. Historically, it allowed a temporary release of societal pressures. Through masks and costumes, people ignore social hierarchies, mock the powerful, and express themselves freely without fear of retribution.
Modern celebrations, especially in the Americas, have fused European traditions with African and indigenous influences, making it a vital expression of national heritage and resilience.
In 1723, it was introduced by Portuguese immigrants, who featured chaotic street parties and giant water fights. In the 1840s, masked balls and masquerades became popular, moving the party from the streets to elite salons. In the late 19th Century, organised parades with military bands and floats began to appear.
Samba was officially introduced in 1917, which was influenced by the rhythms of formerly enslaved African populations. In 1928, formal Samba schools were established in Rio de Janeiro, setting the stage for the massive competitions seen today.
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