Grants:Programs/Wikimedia Community Fund/Rapid Fund/WLE Brazil 2024 (ID: 22592880)

From Meta, a Wikimedia project coordination wiki
statusUnder review
WLE Brazil 2024
proposed start date2024-05-26
proposed end date2024-10-15
budget (local currency)23000 BRL
budget (USD)4584.68 USD
grant typeIndividual
funding regionLAC
decision fiscal year2023-24
applicant• Rodrigo.Argenton (at Commons)
organization (if applicable)• N/A

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Applicant Details[edit]

Main Wikimedia username. (required)

Rodrigo.Argenton (at Commons)



If you are a group or organization leader, board member, president, executive director, or staff member at any Wikimedia group, affiliate, or Wikimedia Foundation, you are required to self-identify and present all roles. (required)

I'm a group leader of an informal Wikimedia group.

Describe all relevant roles with the name of the group or organization and description of the role. (required)

Rodrigo Tetsuo Argenton ( co-leader Marcella Montenegro ( co-leader

Main Proposal[edit]

1. Please state the title of your proposal. This will also be the Meta-Wiki page title.

WLE Brazil 2024

2. and 3. Proposed start and end dates for the proposal.

2024-05-26 - 2024-10-15

4. Where will this proposal be implemented? (required)


5. Are your activities part of a Wikimedia movement campaign, project, or event? If so, please select the relevant project or campaign. (required)

Wiki Loves Earth

6. What is the change you are trying to bring? What are the main challenges or problems you are trying to solve? Describe this change or challenges, as well as main approaches to achieve it. (required)

Brazil's lush and diverse natural landscapes are genuinely awe-inspiring. From the vast stretches of the Amazon rainforest to the stunning waterfalls of Iguazu, the country boasts a myriad of protected natural sites that showcase its rich biodiversity. However, there is a significant problem—the sites' scarcity of free photographs limits their potential for raising awareness and promoting them to a larger audience.

This shortage of images makes it challenging for people to learn about and appreciate these natural treasures, leaving them underappreciated and underutilized. To address this issue, we need to increase the availability of free photographs of Brazil's protected natural sites. This would make it easier for people to learn about and appreciate these areas, promote the importance of preserving them, and encourage more people to visit, thus supporting conservation efforts.

Despite Brazil's vast and unique biodiversity, the country is experiencing a significant loss, primarily due to deforestation, land use changes, and climate change. One of the most devastating consequences of biodiversity loss is the endangerment of many animal species in Brazil. Habitat destruction, hunting, and climate change are the main factors contributing to this problem.

This biodiversity loss has dire consequences for ecosystems, their services, and human well-being. Raising awareness about the loss of biodiversity in Brazil and the importance of protecting and conserving it is essential. Increasing public knowledge and understanding can encourage people to take action to reduce their impact on the environment and support conservation efforts.

7. What are the planned activities? (required) Please provide a list of main activities. You can also add a link to the public page for your project where details about your project can be found. Alternatively, you can upload a timeline document. When the activities include partnerships, include details about your partners and planned partnerships.

Building on four years of Wiki Loves Earth experience, the project will focus on expanding social media engagement, following successful strategies from Brazil.

Social Media Campaign[edit]

Objective: Drive participation in the Wiki Loves Earth Brazil 2024 photo contest.


  • Impressions: Aim for at least 5,000 impressions to ensure your content reaches a good portion of our target audience.
  • Reach: Reaching 1,000 unique users would be a great success for this campaign size.
  • Engagement: A 2-5% engagement rate (likes, comments, shares) is a good benchmark for smaller campaigns.
  • Click-Through Rate (CTR): A 1-2% CTR would be a positive sign that your content drives people to the contest website.
  • Conversions:
    • Increase photo submissions by 25% compared to the previous year.
    • Attract at least 150 first-time participants.
    • Achieve photo submissions representing biodiversity from at least 18 different Brazilian states.

Strategic Approach:

Targeted Content & Messaging[edit]

  • Compelling Calls to Action:
    • Social media content will feature clear and engaging calls to action, prompting participation and photo sharing.
  • Highlighting Impact & Purpose:
    • Emphasize the positive impact of Wiki Loves Earth on conservation and showcase participant contributions.
  • Showcasing Prizes & Recognition:
    • Effectively communicate exciting prizes and recognition opportunities for contest winners.

Platform-Specific Strategies[edit]

  • Instagram:
    • Utilize visually appealing photos and stories to showcase past entries, highlight Brazil's biodiversity, and inspire potential participants.
    • Leverage Reels and Instagram Live for interactive engagement.
  • Twitter:
    • Share contest updates, engage in relevant conversations using the contest hashtag, and partner with influencers for broader reach.
  • Facebook:
    • Create conversations about WLE BR 2024 in existing communities about Brazilian nature and conservation.
  • TikTok:
    • Utilize creative tools to develop engaging short-form videos promoting the contest, showcasing nature, and reaching a younger demographic.

Engaging Video Content[edit]

  • Contest Launch Video:
    • Create a captivating video announcing the contest with breathtaking visuals of Brazilian landscapes, highlighting its mission and impact.
  • Participant Spotlights:
    • Share video testimonials from past participants emphasizing their experiences and the rewards of contributing to Wiki Loves Earth.
  • Educational Tutorials:
    • Develop short, informative videos covering photo submission, basic editing, and tips for capturing stunning nature photos.

Community Building & Partnerships[edit]

  • Collaboration with Environmental Organizations:
    • Partner with relevant NGOs and conservation groups to cross-promote, share educational content, and reach wider audiences.
  • Engagement with Photography Communities:
    • Connect with online and offline photography communities in Brazil to promote the contest and attract passionate photographers.
  • Influencer Partnerships:
    • Collaborate with environmentally conscious influencers to create engaging content, promote the contest, and inspire participation.

Communication Channels[edit]

  • Primary: Social media platforms (Twitter, Facebook, Instagram).
  • Additional: Dedicated FAQ section, email, discussion pages.
  • Goal: Encourage questions and build relationships with participants.

Measurement & Optimization[edit]

  • Performance Tracking: Regularly monitor website traffic, hashtag usage, and photo submissions to evaluate effectiveness.
  • Data-Driven Insights: Analyze data to understand participant demographics, preferences, and engagement for optimized content and targeting.
  • Continuous Improvement: Adapt and refine the social media approach based on real-time insights and performance data to maximize participation.

Post-Contest Documentation[edit]

Following the conclusion of the Wiki Loves Earth Brazil 2024 photo contest, we will be compiling comprehensive documentation on the outreach efforts undertaken throughout the campaign. This documentation will be available on the Outreach Wiki (Outreach).

The purpose of this documentation is to:

  • Share best practices: We will provide a detailed breakdown of the social media strategies employed during the campaign, highlighting successful tactics and approaches that can be used for future Wiki Loves Earth Brazil contests.
  • Offer valuable insights: The data analysis and performance tracking conducted throughout the campaign will be included, offering useful insights into participant demographics, content preferences, and overall campaign effectiveness.
  • Facilitate future planning: This documentation will be a valuable resource for future campaign organizers, allowing them to learn from our experiences and build upon our successes.

We believe openly sharing our approach, and learnings can empower future Wiki Loves Earth contests to achieve greater participation and impact.

Additional Resources[edit]
  • Educational Tutorials: The short, informative videos covering photo submission, basic editing, and tips for capturing stunning nature photos will be available in Portuguese on Wikimedia Commons. These videos will also be directly shared with the Lusophone Wikimedia communities.
  • Ongoing Collaboration: We maintain open communication channels with Lusophone Wikimedia groups, fostering collaboration and knowledge exchange. Additionally, we will continue to work closely with the Wiki Loves Earth international team to ensure best practices are shared globally.


This social media campaign will be executed by an in-house team with extensive experience creating engaging content for environmental causes.

Two dedicated social media specialists will manage content creation, scheduling, and community engagement. When necessary, we will collaborate with experienced freelancers to meet video editing and graphic design needs, ensuring a high-quality and visually appealing campaign.

This approach allows us to control the campaign's messaging and brand voice while leveraging additional expertise for specific content creation tasks. It also makes it easier to create free license content.

Simplifying Wikimedia Commons Entry[edit]

  • Tutorials and Guides:
    • Uploading images.
    • Adding metadata and categorization.
    • Participating in Wiki Loves Earth.
  • Target Audience: Potential contributors.
  • Sharing: Social media, contest website,

Streamlining Upload Process[edit]

  • Upload Wizard: Updated for newcomers and conservation unit list.
  • Goal: Simplify entry process for participants.
  • Benefit: Increased educational value of uploaded photos.

Jury Training[edit]

  • Focus: Fair and consistent judging.
  • Content:
    • Evaluating photo quality based on Wikimedia Environment standards.
    • Answering participant questions.
  • Format: Online training with reference materials.


The Wiki Loves Earth 2024 winner will be invited to a 7-day photo expedition (with the option for an alternate winner if declined). So, the WLE BR 2024 prize will be the transfer (flight and bus ticket to the conservation unit) and participation in the expedition. This will allow the winner to immerse themselves in the Wikimedia community, increasing their chances of future participation. The expedition should occur before the next WLE BR.


Open access to high-quality photos of Brazilian natural heritage addresses key conservation needs:

  • Public awareness: Fostering appreciation for biodiversity and conservation.
  • Research and monitoring: Facilitating remote analysis of inaccessible areas.
  • Bridging knowledge gaps: Creating a comprehensive inventory of natural heritage.

Challenges Addressed[edit]

  • Limited access to imagery: Scarcity of freely available photos of remote sites.
  • Public disconnect: Lack of awareness regarding biodiversity conservation.

Project Aims[edit]

  • Enhance understanding: Of Brazil's unique biodiversity.
  • Facilitate research and monitoring: Of critical natural heritage sites.
  • Complete inventory: Contribute to a comprehensive record of Brazilian natural heritage.


The expedition will take place in one of the following National Parks:

  • Parque Nacional da Serra da Cutia: Atlantic Rainforest biome.
  • Parque Nacional Mapinguari: Amazon rainforest.
  • Parque Nacional de Pacaás Novos: Cerrado biome.
  • Parque Nacional dos Campos Amazônicos: Amazonian flooded grasslands.

Rationale for National Parks in Rorâima:

  • A notable scarcity exists in the readily available online photographic representation of Rondônia's National Parks compared to other Brazilian states.
  • This data deficiency presents a potential obstacle for researchers and eco-tourists who rely heavily on visual resources for planning and analysis.
    • Infrastructure Constraints: The remoteness of certain National Parks within Rondônia, coupled with limitations on technological infrastructure, might restrict accessibility for photographers and hinder image capture.
    • Focus on Development: Rondônia's historical emphasis on agricultural and ranching development might have overshadowed the prioritization of National Park promotion and photographic documentation.
    • Research Gap: A lack of dedicated scientific studies focusing on visual documentation of Rondônia's National Parks could contribute to the limited online presence.
  • Number of photos received in WLE:
    • Rondônia: Only 1 photo in 2020, 1 in 2021, and 49 in 2023.
    • Sergipe: 53 photos in 2020, 14 in 2021, 4 in 2022, and none in 2023.
    • Acre: Only 10 photos in 2020 and none in 2023, 2022, and 2021.
    • Amapá: With 73 photos in 2020 and none in 2023, 2022, and 2021.
    • Roraima: With 25 photos in 2020 and 1 in 2023, 2023, 2022, and 2021.


  • Targeted recruitment: Attract individuals interested in photography and conservation.
  • Skill-building activities:
    • Pre-expedition training on Wikimedia Commons and scientific photography.
    • Mentorship program with experienced photographers.
    • Collaborative editing sessions.
    • Long-term engagement strategies.
  • Number of photos: 700 photos (due to the challenging conditions)


  • Biodiversity documentation: Capture high-resolution photos of species and habitats.
  • Data collection and annotation: Add detailed captions and species identification.
  • Community interaction: Engage with local communities and organizations.


  • 2 experienced photographers: With expertise in biodiversity photography.
  • Local researcher
  • Project coordinators: Marcella or Rodrigo
  • WLE BR 2024 winner

8. Describe your team. Please provide their roles, Wikimedia Usernames and other details. (required) Include more details of the team, including their roles, usernames, Wikimedia group, and whether they are salaried, volunteers, consultants/contractors, etc. Team members involved in the grant application need to be aware of their involvement in the project.

Our team comprises over 30 photographers specializing in various types of nature photography, such as wildlife, landscapes, and macro photography. These photographers have worked for prestigious organizations like BBC, National Geographic, etc. All team members are volunteers, dedicating their time and expertise to the Wiki Loves Earth initiative. Many of our team members are also science communicators, passionate about sharing knowledge and raising awareness about environmental issues. Additionally, we have experts in social media, particularly among science communicators.

9. Who are the target participants and from which community? How will you engage participants before and during the activities? How will you follow up with participants after the activities? (required)

Our target participants are Brazilians interested in nature photography and environmental conservation. We will focus on engaging those less represented in the Wikimedia Environment. We will engage them through various means, including social media outreach, targeted email campaigns, and personal invitations to participate in Wiki Loves Earth. Promotion will include social media platforms such as Instagram, Facebook, and Twitter, as well as reaching out to local photography groups and associations. Additionally, we plan to host a photo exhibition featuring previous WLE participants. After the contest, we plan to maintain momentum with a fun and exciting photo expedition. This expedition will explore local areas of interest, offering opportunities for participants to meet like-minded people, learn new skills, and engage with the Wikimedia community. To retain participants, we are creating a supportive network of photographers where they can share their work, seek feedback, and continue learning from each other. Workshops will also be offered for those wishing to develop their skills further and contribute to Wikimedia Environment through photography.

10. Does your project involve work with children or youth? (required)


10.1. Please provide a link to your Youth Safety Policy. (required) If the proposal indicates direct contact with children or youth, you are required to outline compliance with international and local laws for working with children and youth, and provide a youth safety policy aligned with these laws. Read more here.


11. How did you discuss the idea of your project with your community members and/or any relevant groups? Please describe steps taken and provide links to any on-wiki community discussion(s) about the proposal. (required) You need to inform the community and/or group, discuss the project with them, and involve them in planning this proposal. You also need to align the activities with other projects happening in the planned area of implementation to ensure collaboration within the community.

As usual, we have already exchanged messages with the Brazilian WUG about this project and the WLE international team, participating in their online workshops.

12. Does your proposal aim to work to bridge any of the content knowledge gaps (Knowledge Inequity)? Select one option that most apply to your work. (required)

Content Gender gap

13. Does your proposal include any of these areas or thematic focus? Select one option that most applies to your work. (required)

Climate Change and sustainability

14. Will your work focus on involving participants from any underrepresented communities? Select one option that most apply to your work. (required)


15. In what ways do you think your proposal most contributes to the Movement Strategy 2030 recommendations. Select one that most applies. (required)

Invest in Skills and Leadership Development

Learning and metrics[edit]

17. What do you hope to learn from your work in this project or proposal? (required)

We get to some questions we want to answer by the end of WLE: How many contributors and photos did WLE bring? How have participants' perspectives on biodiversity conservation changed after participating? What factors could motivate participants to continue contributing to Wikimedia Envoriment after the WLE? What were the barriers? How effective was the WLE in bringing in new participants or communities? Did participants feel welcome, safe, and supported during the WLE? What were some ongoing challenges? Did participants gain the skills and motivation necessary to continue contributing to Wikimedia projects? Did new organizers develop the skills and motivation needed to continue participating as organizers? What types of support and activities interest participants who want to learn more about the Wikimedia community?

18. What are your Wikimedia project targets in numbers (metrics)? (required)
Number of participants, editors, and organizers
Other Metrics Target Optional description
Number of participants 150
Number of editors 20
Number of organizers 30
Number of content contributions to Wikimedia projects
Wikimedia project Number of content created or improved
Wikimedia Commons 3000
Wikimedia Incubator
Wikifunctions or Abstract Wikipedia
Optional description for content contributions.


19. Do you have any other project targets in numbers (metrics)? (optional)


Main Open Metrics Data
Main Open Metrics Description Target
20. What tools would you use to measure each metrics? Please refer to the guide for a list of tools. You can also write that you are not sure and need support. (required)

Wiki Loves tools

Financial proposal[edit]

21. Please upload your budget for this proposal or indicate the link to it. (required)

22. and 22.1. What is the amount you are requesting for this proposal? Please provide the amount in your local currency. (required)

23000 BRL

22.2. Convert the amount requested into USD using the Oanda converter. This is done only to help you assess the USD equivalent of the requested amount. Your request should be between 500 - 5,000 USD.

4584.68 USD

We/I have read the Application Privacy Statement, WMF Friendly Space Policy and Universal Code of Conduct.


Endorsements and Feedback[edit]

Please add endorsements and feedback to the grant discussion page only. Endorsements added here will be removed automatically.

Community members are invited to share meaningful feedback on the proposal and include reasons why they endorse the proposal. Consider the following:

  • Stating why the proposal is important for the communities involved and why they think the strategies chosen will achieve the results that are expected.
  • Highlighting any aspects they think are particularly well developed: for instance, the strategies and activities proposed, the levels of community engagement, outreach to underrepresented groups, addressing knowledge gaps, partnerships, the overall budget and learning and evaluation section of the proposal, etc.
  • Highlighting if the proposal focuses on any interesting research, learning or innovation, etc. Also if it builds on learning from past proposals developed by the individual or organization, or other Wikimedia communities.
  • Analyzing if the proposal is going to contribute in any way to important developments around specific Wikimedia projects or Movement Strategy.
  • Analysing if the proposal is coherent in terms of the objectives, strategies, budget, and expected results (metrics).