Annual Report 2017

A N N U A L
R E P O R T
2 0 1 7

3 SPECIAL PRO JECTS .. .. ..... ..... ..... ..... .......
4 IMPACT AND ACKNO WLEDG EMENT .. ..
4.1 ACCESS TO C ONTENT ... ..................
4.2 SOCIAL MEDIA AND APPS ... ..... ......
4.3 PRIZES AND ACKNOWLEDGEMENT S
5 FINANCIAL ... ............... ..... ..... ..... ...........
6 CHALLEN G ES FOR T H E U PC O MI N G FU T U RE
ACKNOWL EDGEMENTS . ..... ..... ...................
1 I NSTI TUT IONAL ....................................
1. 1 DEDICAT ION ...................................
1. 2 ABOUT US .... .............. ..... ..... ..... ..... ...
1. 3 M ISSIO N, VIS IO N A ND VALUES .....
2 P L ATF ORM ............... . ..... ..... .................
2. 1 C ONT ENT S ............... .......... ..... ..... ...
2. 2 WRIT T ERS .... .......... ..... ..... ....... ..... .....
2. 3 PART NERS ............... ..... ..... ..... ..... .. ..
Í N D I C E
0 2
0 2
0 3
0 4
0 7
0 8
1 1
14
15
18
20
25
27
29
30
36
I N D E X

We thank all the people and organizations that
believe in our cause and contribute every day to our
mission - co-creating content, providing technical of
ﬁnancial support, taking our services to millions of
people. Together, we are sure that we can make Brazil
a full, string democracy.
Dedication1.1
I N S T I T U T I O N A L1
21 INSTITUTIONAL |

3
It all started from the will of a group of young idealists to contribute to
the establishment of a new political culture and practice in Brazil,
educating people into conscious, engaged citizenship. After 3 years, we
are proud to state that we have reached to over 10 million people all
over the world.
None of that would be possible without the effort of our team and of
the 150 partners that co-created all this with us. Thank you very much.
POLITICAL EDUCATION IN AN EASY AND
NON-PARTISAN WAY TO EVERYONE, EVERYWHERE
STRENGTHENING POLITICAL CULTURE
AND PARTICIPATION
1 INSTITUTIONAL |
About us1.2

41 INSTITUTIONAL |
In 2017 we had a 3-day team meeting full of dialogue and
reﬂection to review all that we have conquered in this
journey and energize ourselves for what is coming
We seized the occasion to make strong connection with
the pillars that sustain our cause. That resulted in brand
new mission, vision and values statements. Check it out:
Mission, Vision and Values1.3

Mission: strengthening democracy in Brazil,
taking political education to everyone, everywhere.
Vision: we will take high level political educa-
tion to ALL BRAZIL, overcoming and geographic,
cultural and economic barrier. We will educate
people from all social groups, specially young ones,
reaching to schools and communities fro north to
south. With that, we will not only have become the
main national reference in the subject, but also one
of the main responsible for transforming political
culture in Brazil, inspiring similar initiatives in other
countries. When we are done, Brazil with have
become a full democracy.
Knowledge, key that opens the door to
political power.
Plurality, the whole (society) is more than just
the sum of its parts (individuals).
Empathy, to understand and appreciate other
people's thinking and values as legitimate in the
democratic order.
Protagonism, citizen not only as spectator, bur
as active participant.
Values:
51 INSTITUTIONAL |

CARLA MERELES
content
CLARICE FERRO
content
DIEGO CALEGARI
management
ISABELA SOUZA
content
GABRIEL MARMENTINI
management
61 INSTITUTIONAL |
T e a m
ARTHUR FABRIS
digital marketing
BRUNA PETER
administrative
BRUNO BLUME
content
LOUISE ENRICONI
marketing
MICHELLE MOURA
design
OTÁVIO SENDTKO
schools
MÁRCIO MARQUES
design

2 PLAT FORM |
(EVEN) MORE AND BETTER CONTENT
7
In 2017, we have expanded even further our content
development, strengthening our network of volunteers
and raising our executive team capacity. Check it out:
Contents2.1
P L A T F O R M2

texts
8
4 1 0
short
videos5 2
1webi nar
Contents
2 PLAT FORM |

9
2 6
e B ooks5
3 3qui zzes
podc asts
Contents
2 PLAT FORM |

1 0
5 9 9published
conten ts!
Contents
7 2infographic s
2 PLAT FORM |

A NETWORK OF HIGH LEVEL CO-CREATORS
1 1
All this would not be possible without our network of
volunteer writers that collaborate with us in creating
high-level content. In 2017 we had 90 active members
that developed 177 contents, making our "network DNA"
stronger. Want to meet these people? Check it out:
2. 2 WRIT TERS |
Writters2.2

1 2
To us at Dr. Tickets it is always gratifying to spread relevant information to a
more conscious driving attitude and Politize! helped us to collaborate into
educating society in general. We wrote a series of articles in an accessible
language and the experience was excellent!
I have being a voluntary writer for Politize! since August 2017, but a fan much
longer. Collaborate with Politize! was one of the best challenges that I took on
the last year. A total commitment to the truth is required to build every text
and, moreover, exercising my creative writing skills to make the content uncom-
plicated, simple and good to read. Today I am part of a community worried
with the education of critical, clear-minded citizens and, of course, I am very
proud of that!
Democratize political education without falling onto partisanship and ideology
is a great challenge and rare quality that we admire in Politize!'s work. we
share these values in Clipping and, for tis reason, since 2016 have been raising
or engagement in the initiative.
GUSTAVO FONSECA, DR. TICKET
CAMILA LUZ
RAFAEL PINHEIRO, CO-FOUNDER AND CEO OF CLIPPING
2. 2 WRIT TERS |

And these are some of the more than 150 volunteers who make the incredible
content that you ﬁnd in our portal:e d i t o r s
1 32. 2 WRIT TERS |

1 42. 3 PARTNERS |
2 . 3 p a r t n e r s

1 5
Have you imagined a place where you can clarify political
terms in an easy and objective way? That is why we
decide to create te Political Dictionary, a dictionary for
clariﬁcation of all political-related terms.
3 SPECIAL PROJECT S |
Political Dictionary
S P E C I A L P R O J E C T S3

3 SPECIAL PROJECTS |
In February 2017, ou journey with Massive Open Online
Courses began. We studied many references and went hand-on
to develop our ﬁrst course: "how to participate in the municipal
legislative mandate?" Over 20 lessons were published to a test
group. All the feedbacks were of great importance to improve
our method and go for a ﬁt-to-"market" product in 2018, when
we launch the courses to the broad audience.
A d v a n c e s i n o u r M O O C
Ambassadors Network
1 6
In the end of 2017, we launched the Ambassador's Network, funded
through a crowdfunding campaign. The program will train young
leaders from all Brazil to be civic educators in their local context,
taking political education activities to schools, communities and
universities during electoral period.
apoio:

In 2017 many strategies and methods were tested with students
from 11 to 17, providing us insights of where to go to develop a full,
scalable solution for civic education in Brazilian public schools, in
conformity with the new National Curriculum.
A d v a n c e s i n s c h o o l s
In 2017 we betted in new formats and partnerships that added even
more knowledge to our followers. Beside the usual short videos about
relevant issues, we have done interviews, monthly retrospectives,
lectures about current events and even a parody. At the end of the
year, we reach the mark of 10 thousand subscribers to our Youtube
channel, a gratifying reward for all the effort and another motivation
for 2018.
Advances in our Video Channel
1 73 SPECIAL PROJECTS |

1 8
We existe to provide learning experiences to as many
people as possible in Brazil and worldwide. In this sense,
2017 was a year of enormous rise in impact. Check it out:
MORE USERS, MORE ACCESSES, MORE IMPACT
4 IMPACT AND AC KNOWLEDGEMENT |
Content access
I M P A C T A N D
A C K N O W L E D G E M E N T S
4
4.1

1 9
million
acces s es
unique us ers
p agev iews
organic
s earc h
7,8
5,8
10,8
72,5%

2 0
Where does the access comes from?
CITY SESSIONS PAGE VIEWS
São Paulo1. 953.646
Rio de Janeiro2. 530.138
Belo Horizonte3. 359.254
Brasília4. 285.431
Salvador
6.
5. 244.389
Fortaleza
7.
222.131
Curitiba
8.
206.428
Recife
9.
162.730
Goiânia
10.
159.223
Porto Alegre
11.
128.789
Manaus
12.
113.776
Belém
13.
98.677
Campinas
14.
94.384
Natal
(main cities of Brazil)
72.799
Average time
04:36

2 1
A u d i e n c e p r o ﬁ l e ( g e n d e r a n d a g e )
39,9%
60,1%
male
female
18-24
25-34
35-44
45-54
55-64
65+
women men
0 1,5 mi 3 mi

2 2
MOST READ CONTENTS
average time 7m25s
average time 7m10s
average time 6m08s
average time 7m13s
average time 7m49s

2 3
MOST READ CONTENTS
average time 06 m34s
average time 06m43s
average time 6m08s
average time 07m45s
average time 09m03s

2 4
A L L brazilian states
and 1 0 8 1 cities
around 1 5 0 K
international accesses
52%mobile

2 54 IMPACTO E RECONHECIMENTO |
Social media and apps4.2
48 MIL likes
on Facebook
1,3 MIL contacts
in Whatsapp list
10 MILsubscribers
on YouTube
2,2 MIL followers
on Twitter
8,2 MIL followers
on Instagram
40 MIL followers on
the newsletter
1400 followers on
Podcast channel
2,6 MIL followers
on Pinterest
40K downloads on the Android
app
22 MIL downloads on
Politiquiz

88,5%
82,2%
71,2%
63,2%
* Mean of 8, 9, and 10 responses in NPS-based survey
POLITIZE! HELPS ME TO UNDERSTAND HOW
BRAZILIAN POLITICS WORK
POLITIZE! HELPS ME TO UNDERSTAND BETTER WHAT
IS BEING BROADCASTED BY MEDIA
POLITIZE! STIMULATES NE TO HAVE A MORE ACTIVE
ROLE AS A CITIZEN
POLITIZE! HELPS ME TO BE MORE TOLERANT AND
RESPECTFUL TO OTHER PEOPLE'S OPINION
S T A T E M E N T S4 . 3
2 64 IMPACT AND AC KNOWLEDGEMENT |

P R I Z E S A N D A C K N O W L E D G E M E N T S4 . 4
2 7
c h e c k o u t >

2 8
c h e c k o u t >

2 95 FINANCIAL |
F I N A N C I A L5
91,3%
Business process
(team, technology, services)
0 100 200 300
8,7%
Support structure
(office, taxes etc.)
Resources from donations from individuals and organizations.
Inflows* and outflows:
Resource use:
R$ 196.565,05
inflow
(mil)
outflow
R$194.304,40
*

3 0
Politize! is a non-proﬁt and since we started we depend on
fundraising with people and organizations that believe in
our cause. In 2018, we will develop an effective, structured
fundraising team that can reach to resources not only for
maintenance, but also expansion for all the we still want
hto achieve.
6 CHALENGES FOR THE UPCO MING FUTURE |
Financial sustainability6.1
6 C H A L L E N G E S F O R
T H E U P C O M I N G F U T U R E

6 CHALENGES FOR THE UPCO MING FUTURE | 3 1
In 2018 our goal is to launch our MOOC platform with a set
out courses that helps the citizens to choose their
andidates to elections. We hope to achieve over 3 thousand
graduates in 5 different courses.
6.2 Education through MOOCs

We are now moving forward to replicate the methodologies
in several schools, reaching over 500 students in validation.
After that, we seize to make our school program scalable to
schools all over Brazil.
6.3 Political education in schools

We will select and train around 150 volunteers from
different social groups in different regions of Brazil, that
will have the challenge to impact over 10.000 people in
political education activities overall.
6.4 Ambassador network

We will keep betting in innovative formats and bringing
people that can help us to create learning opportunities to
our followers, setting a studio to produce videos in better
quality and greater volume. We will design a portfolio of
programs to address different audiences. At the end of
2018 we will have a channel with over 50K subscribers and
1 million views per year.
6.5 Video channel

We thank EVERYONE that took this journey with us so far.
We know that this is just the beginning of a long walk, but we
are taking it certain that we are supported by many that, as us,
believe in a more fair, ethical end democratic Brazil.
“The highest reward for a person's toil is not what they get for
it, but what they become by it"(John Ruskin)
3 6ACKNOWLEDG EMENTS |
ACKNOWLEDGEMENTS

Annual Report 2017

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