Grants:Programs/Wikimedia Community Fund/Rapid Fund/WLE Brazil 2024 (ID: 22592880)/7

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

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

Goals:

• 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

• 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

• 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

• 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

• 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

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

Measurement & Optimization

• 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

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

• 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.

Team

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

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

Streamlining Upload Process

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

Jury Training

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

Expedition

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.

Motivation

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

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

Project Aims

• 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.

Location

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.

Goals

• 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.

Metrics

• Number of photos: 700 photos (due to the challenging conditions)

Activities

• 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.

Team

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