Statistical Literacy Initatives Inventory

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IBGE Explica


Title of Initiative: IBGE Explica
Organization: Brazilian Institute of Geography and Statistics (IBGE)
Contact: redesocial.oficial@ibge.gov.br
Website: Click here
Valid from : 2015-08-04 – present days
Purpose: The main goal of the webseries IBGE Explica (IBGE Explains it!) is to spread the knowledge about the concepts used and the data revealed by IBGE’s surveys and geoscientific products , in a way that is both fun and instructional.

Target Audience:

  • Media
  • School children/ teachers
  • Universities (students/teachers)
  • Analysts/ advisers
  • Business/ Private sector
  • General public

Providing Entity:

  • National Statistical Office

Language:

  • Portuguese (BR); some videos have subtitles in English

Products:

  • Videos
Mode of implementation: The videos (usually around 3 to 7 minutes each) are uploaded to the IBGE YouTube channel (https://www.youtube.com/ibgeoficial) and gathered in specific playlists: IBGE Explica and IBGE Explica ODS. They are produced by the IBGE Marketing department, which is part of the Institute's Dissemination Center. There is also a partnership with the technical areas of the institution, where professionals directly involved in statistical and geoscientific productions review the scripts and final videos, making sure they have accurate information and images. The project also has the support of the area of ​​communication with the media and citizens in general to publicize the videos, that are also highlighted on the Institute's social networks.
Outcomes: The series doesn’t have a previous target audience, being thought as a product for society in general, but we can see from most of the comments, and also from the moments we get more views, that it appeals more to scholars and teachers. Even representing around 5% of the public videos at IBGE YouTube channel, from December 2014 until May 2023, the videos in the playlists "IBGE Explica" and "IBGE Explica ODS" held 65% of the channel’s organic views (views that are not paid as part of add campaigns). When we look into the “likes” received, these webseries respond for 57%. These and other analytics data support the perception that IBGE Explica is the most successful webseries among the contents shared by the Institute in YouTube videos.
Challenges: The project doesn't have a team that is fully dedicated to it, so it has been difficult to estabilish a better frequency of videos. The time taken by the technical areas to respond about content is not always quick, so commitment and setting deadlines are challenges that the marketing team has been facing in the production of those videos.