Paths to Decentralization: Impacting 1.5 Million Hearts and Minds in Brazil

[GENERAL] Name and surname of main applicant

Daniela Alves

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

Entity (Not Incorporated)

[GENERAL] Requested funds in ada

100000

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

6

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language

Yes

[GENERAL] Summarize your solution to the problem (200-character limit including spaces)

We will create educational content in Portuguese, including videos, tutorials, and workshops, to simplify Cardano’s decentralized governance and promote these activities to over 1.5 million people.

[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?

No

[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”

No dependencies

[GENERAL] Will your project’s output/s be fully open source?

Yes

[GENERAL] Please provide here more information on the open source status of your project outputs

This project is not software; all content will be open.

[METADATA] Horizons

Governance

[SOLUTION] Please describe your proposed solution

Mission: Demystifying Cardano Governance

This project addresses the critical challenge of accessibility in educational resources surrounding Cardano governance. Many potential participants struggle to engage with complex governance concepts, which creates significant barriers to informed decision-making. The problem is particularly pronounced within the Portuguese-speaking community, where resources are limited and often difficult to comprehend. Our mission is to simplify these concepts through a comprehensive suite of multimedia resources, including engaging tutorials, detailed educational materials, and interactive online monthly meetings. By empowering every ADA holder to participate confidently in decisions that shape the network's future, we aim to increase informed participation and strengthen the entire ecosystem.

Rationale for Our Approach

The decision to employ a multifaceted educational strategy stems from the belief that understanding is fundamental to fostering active participation. By focusing on usability and accessibility, our initiative adheres to WCAG 3.0 AA standards, ensuring inclusivity for all community members, regardless of their backgrounds or prior experience. By providing resources on widely used platforms like YouTube, Twitter, Instagram, and Discord, we aim to reach a broad and diverse audience. This approach is designed to engage individuals with varying levels of expertise, encouraging participation from both newcomers and seasoned members.

Building a Stronger Community

A key focus of this project is to engage a wide spectrum of individuals eager to deepen their understanding of Cardano governance. The target audience includes new users seeking knowledge and experienced participants looking to enhance their involvement. By creating a supportive environment, we aim to cultivate a stronger, more informed, and engaged Cardano community. This effort transcends education; it seeks to empower each member to take an active role in shaping the future of Cardano, fostering a sense of belonging and motivation to contribute.

Setting the Stage for Change

This project is driven by a commitment to enhancing accessibility and understanding of Cardano's decentralized governance. Initial funding from Intersect has facilitated impactful partnerships with esteemed institutions such as Insper, ESPM, the Federal Technological University of Paraná, and the Institute of Technology and Society of Rio de Janeiro.

The next phase aims to build on this foundation by expanding educational initiatives while launching a dynamic promotional campaign at Shopping Cidade São Paulo. Running for 84 days across 20 screens, this campaign is projected to reach a total audience of 1,534,020, maximizing visibility and engagement. There will be 20.640 daily displays on the screens.

Shopping Cidade São Paulo brings together the most important retail brands, as well as offering leisure and dining options. The mall is located on Avenida Paulista, one of the most privileged areas of the capital, with a high flow of people due to the variety of points of interest in the region.

Avenida Paulista is the most important and symbolic street in the city of São Paulo, the most populous and wealthy municipality in Brazil. Considered one of the city's most important roads and main financial centers, as well as one of its most iconic tourist spots, the avenue demonstrates its significance not only as an economic hub but also as a cultural and entertainment center.

It is home to a large number of company headquarters, banks, consulates, hotels, hospitals, and scientific and educational institutions.

Shopping Cidade São Paulo

Circuit Coverage – Mega Banner - 2 Screens

Circuit Coverage – LED TV - 1 Screen

Circuit Coverage – Header Panels - 3 Screens

Circuit Coverage – LED Header Panels - 2 Screens

Circuit Coverage – Totem - 12 Screens

Location of the Screens following the consumer journey

Ground Floor

First Floor

Third Floor

Fourth Floor

Demonstrating Impact

To demonstrate our impact, we will employ multiple metrics: tracking community feedback, participation levels in online workshops, and engagement growth on social platforms. Each physical advertisement will feature a unique QR code, allowing us to effectively measure engagement and identify high-conversion locations. This strategic approach enhances data collection and strengthens the overall effectiveness of the campaign. By igniting curiosity and broadening the reach of our initiatives, we ensure our brand remains strong and memorable.

Furthermore, we will direct the audience to dedicated Telegram channels, where we can cultivate relationships and actively engage the public, encouraging participation in our activities. This engagement fosters a sense of community and ensures participants feel invested in the project.

Outreach campaigns are essential for increasing awareness of our activities and establishing a prominent presence in public consciousness. This strategy is specifically designed to ensure that when individuals think of decentralized governance and Cardano, our project remains at the forefront of their minds.

[IMPACT] Please define the positive impact your project will have on the wider Cardano community

Positive Impact on the Cardano Community

The project aims to generate a significant impact within the Cardano community by providing accessible and high-quality educational resources on decentralized governance, focusing on the Portuguese language. This effort not only promotes a greater understanding of governance concepts but also empowers participants to actively engage in decisions that shape the future of the Cardano network. By addressing language and complexity barriers, we intend to strengthen the community, creating a space where all members feel motivated to contribute.

Measuring the Impact

To measure the impact of our project, we will adopt a multifaceted approach that includes:

Quantitative Metrics:

• Workshop Participation: We will monitor the number of participants in our online workshops and at least one in-person workshop, tracking both new and returning attendees to assess engagement and interest in the activities.
• Community Feedback: We will conduct surveys and questionnaires to collect feedback on the quality of educational resources, identifying areas for improvement and adjusting our approach as needed.
• Social Media Growth: We will analyze the increase in followers, interactions, and shares across our social media platforms, such as YouTube, Twitter, and Instagram, to measure the reach and effectiveness of our campaigns.
• Shopping Campaign Evaluation: The promotional campaign at Shopping Cidade São Paulo will be assessed through the analysis of traffic generated by the advertisements, particularly by tracking the unique QR codes featured in each material, allowing us to measure how many times they were accessed and which locations had the highest conversions.

Qualitative Metrics:

• Testimonials and Case Studies: We will collect participant testimonials about how access to educational resources has impacted their understanding of Cardano governance and their decision-making. These accounts will serve as concrete examples of the positive impact we are promoting.
• Engagement Assessment: We will analyze the quality of engagement on our Telegram channels, observing discussions, questions, and interactions among members to understand how the community is connecting and supporting one another.

Sharing Results and Opportunities

The results and opportunities generated by our project will be shared in various ways:

• Reports and Updates: We will publish periodic reports on the project's progress and the metrics collected, making them available on our website and communication channels.
• Social Media Publications: We will use our social media platforms to share updates, success stories, and educational resources, further expanding the reach of our work.

By sharing these insights and results, we hope to not only inform the Cardano community about our progress but also inspire other initiatives that promote education and inclusion within the ecosystem. In this way, we ensure that the success of our project brings significant and lasting value to the Cardano community as a whole.

[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

Capability to Deliver with Trust and Accountability

The successful execution of the initial project funded by the Intersect Education and Multimedia Grant exemplifies the strong foundation of trust and accountability established by pioneering members Daniela Alves and Maria Carmo. Their proven track record within the Cardano community, coupled with their deep understanding of decentralized governance, positions them well to lead this new phase of the project. Maria Carmo and Daniela Alves were also elected at the constitutional workshop in São Paulo to represent the community at the constitutional convention that will take place in Argentina.

Daniela Alves and Maria Carmo recently published an article on the BM&C NEWS portal, a platform that receives over 30 million monthly visits, providing significant exposure. The article delves into the Catalyst program and offers reflections on the Voltaire era, exploring how decentralized governance will shape the future of the Cardano ecosystem. This collaboration highlights the importance of promoting decentralized governance and showcases insights shared by Charles Hoskinson on the future of Cardano's decentralized innovation fund.

The full article can be accessed here: BM&C NEWS - Fundador da Blockchain Cardano fala sobre futuro do maior fundo de inovação descentralizado do mundo.

Achievements Under Intersect

1. Creation of GovChainLab: Under the Education and Multimedia Grant, Daniela and Maria successfully launched GovChainLab, a platform dedicated to developing educational materials on decentralized governance. This initiative has included the production of online and in-person workshops, as well as informative content on Substack and tutorial videos in Portuguese, significantly expanding educational outreach. For more details, visit GovChainLab Substack.

1. Successful Workshops and Events:

• DRep Pioneer Workshop: Co-organized by Daniela in partnership with the Institute of Technology and Society, this workshop in Rio de Janeiro generated substantial interest and led to future collaborative opportunities. More information can be found here.

• Local Event in Curitiba: Held at the Hard Rock Café, this event focused on decentralization in the Cardano ecosystem and received high praise, sparking interest from other institutions for future collaborations. Learn more about the event here.

• Constitutional Workshop in São Paulo: This workshop, co-organized with ESPM, marked a milestone in discussions about decentralized governance and led to requests for additional activities. Details are available here.

• Insper Workshop: A workshop on Cardano governance was successfully conducted at Insper, further contributing to the community's understanding of decentralized governance. More details can be found here.

• Online Workshop with the Youth of Portuguese-Speaking Countries: This collaborative online workshop reached participants from five countries, promoting a broader understanding of decentralized governance across the Portuguese-speaking world. More information is available here.

• Presentation at ExpoBlockchain: A presentation was delivered at ExpoBlockchain, highlighting the initiatives of GovChainLab and engaging a diverse audience in discussions about decentralized governance. Details can be found here.

Profiles of Daniela Alves and Maria Carmo

• Maria Carmo: brings extensive and diverse experience within the Cardano ecosystem and Intersect, showcasing her unwavering commitment to promoting Cardano in Brazil. Her significant contributions include:

• Cofounder of Cardanistas Pool: This initiative plays a vital role in the Cardano network, contributing to transaction processing and educational content creation through weekly live sessions.

• Cofounder of Lovelace Academy: This platform provides free educational resources about Plutus, enhancing accessibility for the community.

• Cardano for Beginners Course: A practical introduction to Cardano available on Cardano Feed, aimed at helping newcomers navigate the ecosystem.

• Youtube Channel: https://www.youtube.com/mariacarmo369

• Daniela Alves: A dedicated member of the Brazilian Cardano community since 2021, Daniela has actively contributed to Catalyst reviews and community events, focusing on decentralization and governance. As a pioneering member of Intersect, she has collaborated on projects aimed at expanding decentralized governance within the Cardano ecosystem.

Both Daniela and Maria’s active engagement in the Cardano community since its inception, alongside their roles as pioneering members of Intersect, establish a strong capability for delivering projects with trust and accountability.

Validation of Feasibility

To validate the feasibility of the approach and ensure continued success, the following strategies will be implemented:

1. Community Engagement Metrics: Regularly track participation levels in online and offline educational initiatives, assessing community involvement and interest.
2. Feedback Mechanisms: Collect qualitative and quantitative feedback from participants to gauge the effectiveness of educational resources and events. This will provide insights into areas for improvement and adaptation.
3. Promotional Campaign Monitoring: The planned promotional campaign at Shopping Cidade São Paulo will employ unique QR codes for each advertisement, allowing for precise tracking of engagement and conversion rates. This data will inform future marketing strategies and enhance overall campaign effectiveness.
4. Continuous Collaboration: Building on previous partnerships formed under the Intersect funding, ongoing collaborations with institutions such as Insper, ESPM, and the Institute of Technology and Society will ensure a strong support network, further validating the approach and enhancing credibility.

By leveraging proven expertise and effective strategies, the project aims to deliver a significant impact within the Cardano community, fostering informed participation in governance and strengthening the ecosystem as a whole.

[PROJECT MILESTONES] What are the key milestones you need to achieve in order to complete your project successfully?

Milestone 1: Preparation and Planning (Month 1-2)

Cost: 35%

• A: Milestone Outputs:
• Completion of detailed project planning, including task assignments and timelines.
• Creation of promotional materials, including videos, graphics, and QR codes for the Shopping campaign.
• Setup of communication channels (Telegram/Discord) for community engagement.
• B: Acceptance Criteria:
• A finalized and approved project plan with defined responsibilities and milestones.
• At least 3 promotional materials created and ready for display on Shopping screens.
• Community platforms (Telegram/Discord) established and configured for user interaction.
• C: Evidence of Milestone Completion:
• Submission of the project plan document.
• Links or files for the completed promotional materials.
• Screenshots of the active Telegram and Discord channels, ready for engagement.

Milestone 2: Launch of Campaign and Community Engagement (Month 3-4)

Cost: 25%

• A: Milestone Outputs:
• Signing of the contract for the Shopping Cidade São Paulo 84-day campaign.
• Launch of the Shopping Cidade São Paulo campaign, with promotional content displayed on 20 screens.
• Initial online workshops conducted (at least 6 workshops).
• Increased activity in community channels (Telegram/Discord), including discussions on governance topics.
• B: Acceptance Criteria:
• The campaign must be running on all 20 screens, with daily impressions tracked.
• At least 6 workshops delivered
• A signed contract with Shopping Cidade São Paulo confirming the campaign launch.
• C: Evidence of Milestone Completion:
• Copy of the signed contract with Shopping Cidade São Paulo.
• Reports from the Shopping campaign, including impressions data and images from the screens.
• Recordings or screenshots of the workshops, including participant counts.
• Community platform activity reports showing engagement metrics.

Milestone 3: Continued Workshops and Content Expansion (Month 5)

Cost: 20%

• A: Milestone Outputs:
• Continued delivery of workshops (6 additional workshops).
• Development and publication of more educational content (3 new video tutorials or guides).
• Monitoring and reporting on engagement metrics from both the Shopping campaign and community platforms.
• B: Acceptance Criteria:
• 6 additional workshops conducted, with attendance maintained or increased.
• At least 3 new pieces of educational content published on platforms like YouTube.
• Shopping campaign running as scheduled with at least 1,534,02 impressions reported by the campaign's end.
• C: Evidence of Milestone Completion:
• Workshop recordings or documentation showing participation and content delivered.
• Links to new video tutorials or educational guides.
• Final report from the Shopping campaign showing impressions data.

Final Milestone: Final Workshop, Reporting, and Project Close-out (Month 6)

Cost: 20%

• A: Milestone Outputs:
• Final workshop delivered, summarizing project outcomes and lessons learned for the community.
• Preparation of the project close-out report, detailing all activities, metrics, and impact assessments.
• Production of a final project video showcasing the journey, results, and future outlook for decentralized governance on Cardano.
• B: Acceptance Criteria:
• Final workshop delivered with at least 50 participants, providing feedback on the project's impact.
• Comprehensive final report, including all metrics, feedback, and future recommendations.
• Final video produced and published, summarizing the project’s successes and key outcomes.
• C: Evidence of Milestone Completion:
• Recording or documentation from the final workshop.
• Submission of the final project close-out report.
• Link to the final project video, publicly available for the community.

[RESOURCES] Who is in the project team and what are their roles?

Our project team is composed of experienced professionals with a strong background in education, communication, and blockchain governance. Each member brings unique expertise to ensure the successful execution of this proposal. Below is a detailed breakdown of the team members and their roles:

1. Maria Carmo – Content Creator and Educator

• Role: Maria will be responsible for creating the educational content (tutorials, videos, and articles), managing the online workshops, and leading community engagement. She will ensure that all content is accessible and relevant to the community, particularly in the context of decentralized governance.
• Experience: Maria is a pioneer in the Catalyst Fund and a former Cardano Ambassador. She has extensive experience in creating educational materials and fostering community engagement within the Cardano ecosystem.
• LinkedIn Profile: Maria Carmo LinkedIn
• YouTube Channels: MariaCarmo369, Cardanistas

2. Daniela Alves – Communication and Governance Specialist

• Role: Daniela will manage external communication, partnerships, and community relations. She will focus on expanding our partnerships with other initiatives and educational institutions, ensuring that the content is aligned with the governance needs of the Cardano community.
• Experience: Daniela has a background in communication, governance, and education. She has appeared on Brazilian TV networks and taught at IBMEC-SP. Daniela is a dedicated participant in the Web3 space and has been actively involved in the Cardano community since 2021.
• LinkedIn Profile: Daniela Alves LinkedIn
• Public Mention of Governance Work: Twitter Link

Additional Recruitment:

• Skills Needed: We may recruit one or two additional team members if needed to support specific aspects of the project. We will be looking for the following skills:
• Video Editing and Content Production: To ensure that the tutorials and video content are professionally produced and optimized for online platforms.
• Community Management: To assist with engagement on Discord, Twitter, and other platforms, responding to feedback, and maintaining the momentum of the project.
• We have already engaged with key collaborators within the community and are in active discussions with potential contributors who possess these skills, ensuring they are willing and available to support the project when needed.

Technical Support and Community Engagement:

• We are actively engaged in several technical and governance-focused groups on Discord and Telegram channels related to Cardano and Catalyst. Through these groups, we maintain a direct line of communication with key members of the technical and governance community, which will help in delivering high-quality content and workshops that meet the needs of the broader ecosystem.

Transparency and Verification:

• All team members and contributors are fully aware of their roles and responsibilities within this project. We have taken the necessary steps to secure their commitment and ensure they have the capacity to support the initiative.
• Our team is ready for the necessary verifications and transparency processes required by Catalyst, and we will provide any additional information required for the funding approval.

By leveraging our combined experience, network of partnerships, and active community engagement, we are well-positioned to deliver this project effectively and with high levels of trust and accountability.

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources

1. Campaign on Shopping Cidade São Paulo Screens (84 days):

• Cost: $22,700 (fixed)

2. Content Creation and Design:

• Video production and graphic design for tutorials.
• Cost: $3,000

3. Social Media and Community Engagement (Telegram/Discord):

• Continuous community engagement without additional advertising costs.
• Cost: $1,300

4. Workshops and Online Meetings:

• Compensation for professionals conducting workshops.
• 12 workshops over 6 months with a compensation of $250 per session.
• Total cost: $3,000

5. Monitoring and Reporting:

• Ongoing monitoring report elaboration throughout the project.
• Cost: $1,000
• Final report preparation.
• Cost: $900

6. Project Coordination:

• Project coordinator compensated at $450 per month over 6 months.
• Total cost: $2,700

7. Contingency:

• For covering unforeseen costs throughout the project.
• Cost: $840

Total Budget: $35,440 (approximately 99,831 ADA)

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

The cost of this project represents excellent value for money for the Cardano ecosystem by focusing on creating long-lasting, high-quality educational resources that will empower the Portuguese-speaking community to actively participate in decentralized governance. Here’s how we justify the costs and ensure proportional value for the investment:

1. Cost Justification Based on Market Rates:

• The hourly rates we have assigned are aligned with industry standards for experienced professionals in content creation, project management, and education. For example:
• Content creation (80–100 ADA/hour): This rate reflects the complexity of creating specialized educational materials for a technical audience, including writing, video production, and accessibility compliance. These are in line with freelance rates for high-quality content production in the education and blockchain sectors.
• Project management (100 ADA/hour): The project manager’s role involves overseeing all deliverables, managing budgets, coordinating partnerships, and ensuring timely execution. This rate is competitive and ensures efficient management without excessive overheads.

2. Scalable and Sustainable Impact:

• Open and Accessible Content: All the educational content, workshops, and tutorials produced by this project will be openly accessible on platforms such as YouTube, Gitbook, and social media. This means that once created, these resources will continue to deliver value to the community without further costs, potentially reaching thousands of new users over time.
• WCAG 3.0 AA Compliance: By making our content accessible to people with disabilities, we maximize inclusion, ensuring that the Cardano governance system can be better understood and engaged with by a broader audience.

3. Efficient Use of Funds for Community Growth:

• The budget prioritizes direct value delivery to the community, with a focus on content creation, community workshops, and governance participation. We have minimized unnecessary costs and overheads, ensuring that the majority of the funding goes towards producing tangible outputs that will benefit the ecosystem.
• The project is designed to engage the community actively through workshops and partnerships, which means that the outcomes aren’t limited to just educational content; they also foster governance participation. This focus on action ensures that the funds spent contribute directly to strengthening Cardano’s decentralized governance.

4. High Return on Investment for Ecosystem Development:

• Educational Empowerment: By equipping the Portuguese-speaking Cardano community with the knowledge and tools to participate in governance, we directly support the long-term sustainability and decentralization of the network.
• Partnership Development: The partnerships we aim to establish through this project will extend the reach of governance-related education and encourage collaborative initiatives within the ecosystem, adding further value to Cardano's global community.

5. Cost Comparisons to Local Standards:

• The costs are proportional to the average wage for professionals in the education, content creation, and project management sectors in Brazil, where the project team is based. For example:
• Average hourly rates for skilled professionals in Brazil for content creation and project management range from $25 to $50, which translates into approximately 60–120 ADA/hour at current market rates.