Social investment in the media age - discourse and image of private initiative in the Brazilian press is a qualitative study on how the media interpret and portray social actions led by private initiative in Brazil. Three reasons motivated GIFE and ANDI to enter into a partnership to carry out this study: the space that the theme has been gaining in daily coverage, GIFE's mission to disseminate the practice of using private resources for public purposes and the mission of ANDI contribute to the construction of a journalistic culture of priority for the relevant guidelines for the defense of the rights of children and adolescents. The growth of the topic in the Brazilian press is an even more relevant fact if we take into account that the third sector is a new area, still in structuring, and therefore with a low level of conceptualization, which makes the work done by journalists more complex. Our main goal with this work - the first of a series that GIFE intends to carry out within the editorial line of its Reference Center Patricia Bildner - is to contribute to improving the quality of information. We do not aim to judge what good press coverage would be about the subject, much less to dictate rules for it, but we are not intimidated to suggest steps.