2013 was a great year to Social Good Brazil Program. Check it out our report with all the details.

1. REPORT | 2013
Connected we make change happen

2. CONTENTS
PURPOSE.......................................................................3
NETWORK......................................................................6
SEMINAR......................................................................13
MEDIA COVERAGE........................................................27
PLATFORM AND DIGITAL MOBILIZATION.......................34
LAB..............................................................................41
OTHER EXPERIENCES...................................................50
LESSONS LEARNED 2013..............................................56
TEAM............................................................................57

3. PURPOSE
The vision of the Social Good Brazil
Program is a society where
technology and innovative thinking are
systematically used to solve social
problems.

4. PURPOSE
Goals:
Inspiration - To spread the concept of Social Good, inspiring organizations
and individuals to engage.
Information - To be a hub of information, interaction and practical tools on
how to use technology and innovative thinking to contribute to solve social
problems.
Action - Identify and support innovative experiences through the Social Good
Brazil Lab, in order to increase the number of successful Brazilian cases of
Social Good initiatives and expand their potential to deal with social
4

5. PURPOSE
Strategies:
· Acting in networks, by partnering
with individuals and organizations
· Striking online activity
· In addition to the digital activity:
Hosting annual seminars
· Acting in the abyss that exists in
the chain of social innovation support
in Brazil, focusing on design, proof of
concept and to structure the ideas
· Work as a radar of trends and a
funnel of social innovation
5

6. NETWORK
Establishing a unique network
of social innovation in Brazil
In one year, the Social
Good Brazil Program
became a well-known
network, counting on
more than 45 partners
of national relevance
and more than 25
Social Good Brazil
“Links”
It is a qualified and
embracing network
involving a diversity of
sectors and several
media companies.
6

7. NETWORK
Together with the partners of the program
since 2012, new partners for 2013 were
Institutional
partners:
Partners of the
SGB Seminar:
Media Partners
Bronze Partners
7

8. NETWORK
Together with the partners of the program
since 2012, new partners for 2013 were
Strategic partnership with Abril Group, who disseminate the SGB Program on the blog
Planeta Sustentável and in the Superinteressante magazine. These two media,
together, count on 1.8 million followers on facebook.
8

9. NETWORK
Together with the partners of the program
since 2012, new partners for 2013 were
9

10. NETWORK
New Social Good Brazil “Links” 2013
Kriss Deiglmeier – Director of
the Stanford University’s
Center for Social Innovation
(CSI), with more than 20 years
of experience in Social
Innovation. California, USA
Alessandra Orofino – founder
member and director of the Meu
Rio movement, an initiative that
develops tools for civic
engagement in Rio de Janeiro.
Rio de Janeiro, RJ.
Carla Link – She is responsible
for the planning of Webcitizen,
a company that develops
projects for civic engagement,
such as the project
“Votenaweb”. São Paulo, SP
Thiago Feijão – Cofounder of
Qmágico, a startup company
that works to personalize
teaching and learning. São José
dos Campos, SP.
Alexandre de Maio – Partner
and Technology Manager for
Catraca Livre. São Paulo, SP.
Claudio Sassaki – Partner and
founder of Geekie, a startup
company that works with
adaptive learning using
technology. São Paulo, SP.
Bia Granja – Cofounder and
curator of YouPIX, the biggest
festival of internet culture in
Brazil. São Paulo, SP.
Joaquim Melo – An
entrepreneur that created the
first Brazilian Community Bank
that operates under the
principle of the Solidarity
Economy.
10

11. NETWORK
New Social Good Brazil “Links” 2013
Marcella Monteiro de Barros
Teixeira Coelho – Coordinator of
the Global Entrepreneurship
Week (Endeavor). São Paulo,
SP.
Daniel San Martin Pascal Filho
– Partner and founder of
Fisiogames, an innovative
company that develops games
for education and health.
Florianópolis, SC.
Gabriela Agustini – Digital
strategist, researcher and
manager of projects related to
technology, culture and
innovation. Rio de Janeiro, RJ.
Vanessa Aguiar – Journalist,
specialist in globalization and
culture and one of the creators
of Social Good Brazil.
Florianópolis, SC.
Felipe Cabral – CSO of Mowa.
He works using technology to
improve the quality of
education in Brazil. São Paulo,
SP.
Renata Aquino – Director of the
Impact Hub Curitiba, partner of
the Argos Agency and
coordinator of Shapers
Curitiba. Curitiba, PR.
Simon Mainwaring – One of the
top experts in Branding and
social media in the US. Author
of “We First”. California, USA.
Beth Kanter – She was awarded
with the prize “The most
influent woman in technology”,
co-author of “The Networked
Nonprofit”. California, USA.
11

12. NETWORK
New Social Good Brazil “Links” 2013
Anderson França Dinho –
Activist working in favelas of
Rio de Janeiro, Dinho is founder
of the Dharma Agency and
FunkYou. He is a TEDx
Organizer. Rio de Janeiro, RJ.
Gregório Marin Júnior – CEO of
Mowa, partner and cofounder of
Universo.mobi and co-creator
of Casa do Zezinho. São Paulo,
SP.
Bruno Ayers – Cofounder and
CEO of Argus Control,
Cofounder of V2V.net and board
member of Centro Ruth
Cardoso. São Paulo, SP.
Maure Pessanha – Executive
Director of Artemisia. Board
member of social enterprises
and nonprofit organizations.
São Paulo, SP.
Renato Kiyama – Director of
Artemisia, facilitator of
innovation processes and
advisor for several startups.
São Paulo, SP.
Marcelo Estraviz – Social
Entrepreneur, Board member
for Greenpeace and
Ambassador of the Impact Hub.
São Paulo, SP.
Reinaldo Pamponet – Partner
and Cofounder of the ItsNoon
Network and Ashoka Fellow.
São Paulo, SP.
Rodrigo Vieira da Cunha –
Journalist, Founder of Profile
and Senior Ambassador of TEDx
in Brazil. São Paulo, SP.
Rafael Assunção – Business
angel and advisor, cofounder of
several startups. Florianópolis,
SC.
12

13. SOCIAL
GOOD
BRAZIL
2013

14. SOCIAL GOOD BRAZIL 2013
Background
The Social Good Brazil Seminar is a partner and a part of the official program “+ Social
Good” community. + Social Good gathers innovative people from more than 120 countries
and annually holds the Social Good Summit during the UN Week in New York. The Social
Good Brazil Seminar 2013 was held simultaneously with the Social Good Summit in NY.
PARTICIPANTS PROFILE
6%
11%
Companies
34%
301 people attended
the seminar held in
the ‘Vivo Theater’ on
September 24th
Nonprofit Organizations
Corporate Foundations
21%
26%
Press
5.000 views via livestream
Others
14

15. SOCIAL GOOD BRASIL 2013
BRAZIL
More than a seminar, and
environment for innovation
During the seminar, participants could count on a communal room for networking and a
digital media lounge.
73% of the participants considered that the rooms and the environment were as
expected or better than expected.
15

16. SOCIAL GOOD BRAZIL 2013
30 speakers
The speakers were all volunteers. The
audience heard from 29 inspired
Brazilian speakers and an international
keynote.
16

17. SOCIAL GOOD BRAZIL 2013
Profile of the audience in the theater
301 people were present at
the seminar;
51 declared that they work
in the nonprofit sector;
30 in communication;
22 in consuming goods
industry;
22 as entrepreneurs and
social business;
19 in sustainability.
22%
17%
15%
9%
Entrepreneurs
Coordinators
Directors
Managers, consultants, bloggers,
analysts, journalists and others.
17

18. SOCIAL GOOD BRAZIL 2013
Profile of the audience in the theater
71% of the participants declared to
have heard about Social Good
before the event
97% declared to have learned
something, even though they were
familiar with the subject
14% considered themselves as
engaged with social causes; 27%
declared themselves as not
engaged in social causes but
intended to after the seminar; and
50% considered themselves as
engaged in social causes and
wanted to get even more engaged.
67% declared that during the event
they contacted people with whom they
can create or improve their activities in
innovation or Social Good.
86% considered that the speakers’
performance was as they expected or
better than expected.
86% considered that the organization
of panels and presentations was as
they expected or better than expected.
85% considered that the themes of
the panels and presentations were as
they expected or better than
expected.
18

19. SOCIAL GOOD BRASIL 2013
Testimonials
It was great to see so many successful initiatives happening in Brazil! I
left the seminar very optimistic about the future and confident that it is
possible to build the country we want! Camila Figueiredo
The seminar was innovative and broad. Broad because the presentations
brought up deep knowledge and the seminar allowed for strengthening
networks. Moreover, it stimulated the curiosity needed to produce more
knowledge and experiences of high social impact! I wish you lots of
success. Thiago J. Chaves
I left wanting to get engaged in new social causes and work for social
projects that can really make a difference. The seminar helped me to
see that we are able to create brilliant initiatives, we just have to
persist. Nicolle Guimarães Silva
19

20. SOCIAL GOOD BRAZIL 2013
VIP Meeting with Kriss Deiglmeier
On September 23rd, the Director of Stanford University’s Center for Social Innovation,
Kriss Deiglmeier, met a group of partners and “links” of the program for a Q & A
session on social innovation. The meeting was held in Centro Ruth Cardoso in São
Paulo, for an audience of approximately 40 people.
20

21. SOCIAL GOOD BRAZIL 2013
Twitter
Profile of the most active users
On September 24th 2013:
1,940 mentions to #socialgoodbr
Reach of 9.1 million during the day
438 users actively involved
Twitter Trending Topic in the cities: São
Paulo, Rio de Janeiro, Belém, Goiânia and
Guarulhos. Trending Topic Brazil by
3.50pm
54%
46%
BRAZILIAN STATES
OTHERS
21

22. SOCIAL GOOD BRAZIL 2013
Instagram: Collaborative coverage
22

23. SOCIAL GOOD BRAZIL 2013
Coverage on online portals, Blogs,
Youtube, Instagram and Slideshare
There was a total of 1,912 occurrences for the terms “Social Good Brasil”,
“#socialgoodbr” and “Social Good Brazil”. The occurrences had a reach of 4.8 million
people on the internet.
Out of the 1,675 mentions to these terms, 1,659 were mapped as ‘positive mentions’.
The most used social media were Twitter (1,675 mentions), Facebook (133 posts) and
Instagram (68 posts). There were mentions also on Google Plus and Blogs.
*mentions collected on Seeker from August 22nd and September 30th 2013.
#socialgoodbr
23

24. SOCIAL GOOD BRAZIL 2013
Youtube and Slideshare as source
of relevant content on the web
Slideshare is a strong source of
content on Social Good. On the
program’s channel there are 62
presentations (including those
used by the speakers in the
seminar) that sum more than 700
views.
The program’s channel on youtube
has videos about the concept of
social good, interviews and videos
of each of the panels and
presentations of the seminar.
Views sum more than 550, growing
exponentially.
24

25. SOCIAL GOOD BRAZIL 2013
Seminar’s international impact
Counting on the support of international partners such as the UN Foundation and
+Social Good, as well as the support of ‘Links’ such as Beth Kanter and Simon
MainwaIring, more than 20 posts referring to the Seminar were identified.
25

26. SOCIAL GOOD BRAZIL 2013
The Social Good Summit 2013, connected
to the Social Good Brazil Seminar had:
83,000 mentions to #2030NOW on
Twitter
81,000 views via livestream from
more than 200 countries (summing
the several concurrent seminars)
The online platform +SocialGood
grew to 15,000 users, counting on
2,500 very active users.
26

27. MEDIA
COVERAGE

28. MEDIA COVERAGE
Coverage of Social Good Brazil on
regional media (Santa Catarina)
TV - 5
Radio – 6
Regional Newspaper (Diário Catarinense) – 29
Regional Newspaper (Notícias do Dia) – 22
Other regional newspapers and magazines - 24
Total publications in regional printed newspapers – 75
Total publications in regional based online media - 99
28

29. MEDIA COVERAGE
Coverage of Social Good Brazil
in national media
Interview in Época Magazine
Interview for Estadão
Interview in PEGN Magazine
Article in Planeta Sustentável portal
Article in Meio e Mensagem portal
Article in Folha de São Paulo online
29

30. MEDIA COVERAGE
Examples in Newspapers and TV
The program was the cover of Diário
Catarinense and NA newspapers. Diário
Catarinense produced a full page
article about the program
Carlos Damião, Ponto Final,
Notícias do Dia, Pág.21, 4/10
In the same newspapers, several
columnists wrote about the program,
including a two page article by Juliana
Wosgraus and mentions by the widely
read Cacau Menezes and Estela
Bennetti.
Check out some of the articles (in
Portuguese) and interviews on the next
pages.
Juliana Wosgraus,
Variedades, Pág.2, 5/7
30

31. MEDIA COVERAGE
Examples in Newspapers and TV
RIC Record - Programa Ver
Mais
Bom Dia SC, RBS TV, 25/7
31

32. MEDIA COVERAGE
Examples in Newspapers and TV
32

33. MEDIA COVERAGE
Examples in Newspapers and TV
33

34. PLATFORM
AND DIGITAL
MOBILIZATION

35. PLATFORM AND DIGITAL MOBILIZATION
The online positioning and digital mobilization of the
Social Good Brazil Program is constantly increasing
Since the beginning of the program:
Facebook: 38.394
Google +: 631 followers
Twitter: 2.107
Pinterest: 131 followers
Youtube: 234 subscribed and
15,539 views
Fale Conosco: + 1,500 e-mails
Slideshare: 152 followers and
33,961 views
35

36. PLATFORM AND DIGITAL MOBILIZATION
The online positioning and digital mobilization of the
Social Good Brazil Program is constantly increasing
The Social Good Brazil Program’s
fanpage on Facebook was launched in
February 2012. In August 2012, after
launching the website, the page
counted on 461 fans. By the end of
2013, the fanpage counted on 38,394
fans, which means a great
development of the program’s presence
on this social media site. The annual
outreach in 2013 was 34.972.932
people.
The Social Good Brazil Seminar was
essential to increase the number of
fans to over 30,000. The stats on
Facebook for September 24th were:
87 posts on the program´s wall (73
photos posted by the participants via
Instagram);
641 likes
186 shares
*numbers collected and updated on
October, 30th 2013.
36

37. PLATFORM AND DIGITAL MOBILIZATION
Facebook is an essential
channel to raise awareness
37

38. PLATFORM AND DIGITAL MOBILIZATION
Online Platform Results
The platform was launched on September 28th 2012. By December 31st 2013:
240.020* (181,347 single visits)
284 blog posts
26 real cases published in the section “Stories”
70 posts showing options for engagement in the
section “Start Now”.
*Between December 12th and 22nd 2013, the
38

39. PLATFORM AND DIGITAL MOBILIZATION
The new Social Good Brazil
Platform was launched
39

40. PLATFORM AND DIGITAL MOBILIZATION
New features on the platform:
“Start Now” and SGBLab
The new platform was launched during the final event of the Social Good Brazil Lab
2013, on December 11th 2013. The platform brings innovation and solutions based on
the demands of the Social Good Brazil Program’s audience:
• A section for entrepreneurs, with multimedia tools to support
the first steps of a social initiative using new technologies
(part of the section “Action”)
• A section dedicated to any citizen that wants to engage in
social causes using the internet. The section presents either a
theme (education, health, or others) or the form of engagement
(donation, volunteering, online petition)
40

41. SOCIAL GOOD
BRAZIL LAB

42. SOCIAL GOOD BRAZIL LAB
The importance of partners to disseminate the program
during the application period – Florianópolis, August 5th-28th
The team used two teaser videos, email marketing and posters, distributed among
local partners. Counting on local partners to spread the word about the Social Good
Brazil Lab was an essential part of the dissemination strategy.
View video 1 and video 2. The link to the
application form is:
https://socialgoodbrasillab.typeform.co
m/to/poHDbz?
42

43. SOCIAL GOOD BRAZIL LAB
4 Mini-Labs in the Universities
Florianópolis, August 5th–28th
During the period of announcement and application
to participate in the Lab, the Social Good Brazil team
promoted 4 workshops called mini-lab, in the
following universities:
Faculdade SOCIESC/FGV
Faculdades ASSESC
Instituto Federal de Santa Catarina
43

44. SOCIAL GOOD BRAZIL LAB
109 applications
Health
Mobility
Environment
Education
Citizenship
Entrepreneurship
Human Rights
Conscious consumerism
Maker Culture
Accessibility
Tourism/Mobility
Tourism
Safety/violence
Safety in the traffic
Mobility/environment
Environment/other
Environment/Conscious consumerism
Digital Inclusion
Housing
Sport
College Education
Children’s Education
Culture
Energy consumption
Access/Inclusion
0
2
4
6
8
10
44

45. SOCIAL GOOD BRASIL LAB
02 Meetings of the Selection Committee
Florianópolis, August 30th and September 16th
The selection committee was formed by the SGB
team and people invited to serve as mentors for
the participating ideas. The group counted 08
people.
The participation of the mentors in the selection
process was proven to be very fruitful. Mentors
could know more about the ideas and prepare
their own activities with the ones selected, as
well as the SGBLab benefitting greatly from the
mentors’ contributions.
45

46. SOCIAL GOOD BRAZIL LAB
15 initiatives were selected and started the process
Encontros Urbanos – An app to gather and engage
people in offline activities (Diego Max)
Flagra – App to register problems in the city and alert
the government (Carlos Eduardo Pereira)
Educapais – A virtual platform with tips on education
to help parents and carers (Marcelo Michelson)
Rede PCD – Professional social network to help
people with disabilities enter the labor market (Isabel
Hammes)
FabLab – Place for creative people to put their ideas
in practice (Cláudia Bär)
Mais Saúde – App that offers information and
engages users to follow nutritional plans developed by
their own nutritionists (Thiago Marques)
CorAção – Game to demystify blood donation and
encourage people to donate (Ana Dantas)
CriançAtiva – Platform to prevent child obesity (Djali
Valois)
Social Food – App to track the food production from
its original producer. (Suzeli Simon)
Saúde Delivery – Platform to centralize requests
from customers of organic products and to control
their origin. (Emiliano Machado)
Caronilha – Platform to help employees working in
the same companies to organize car share (Simone de
Ávila)
Mensagem de Alegria – Social networks and videos
aiming to take happy messages to people in hospitals,
hospices and orphanages (Ana Jofre)
Motorista Seguro – App to help sober drivers to
detect and avoid zones where drunk drivers are likely
to be found (Rebbeca Goulart)
Wasty – App where users can inform they have
separated their recycling and make it possible for
recycling companies/organizations to pick up the
material. (Rafael Gonçalves)
Plano de aula colaborativo – Platform where
teachers can share, produce and classify teaching
plans (Rodrigo Vieira)
46

47. SOCIAL GOOD BRAZIL LAB
Lab’s evaluation questionnaire
During the meetings with the participants of the Lab, the team conducted constant
evaluation of the process. The results are great, as can be seen in the graphics below.
Satisfaction with the Lab (Please share your opinion with us)
Insufficient
Low satisfaction
Sufficient
Insufficient
Low satisfaction
Sufficient
Very much satisfied
Very much satisfied
Acquired knowledge
Insufficient
Low satisfaction
Sufficient
Insufficient
Low satisfaction
Sufficient
Very much satisfied
Very much satisfied
47

48. SOCIAL GOOD BRAZIL LAB
Evaluation Survey
In comparison to the survey applied at the first meetings of the Lab, some development was
identified:
• About the meetings/workshops: In the first surveys, 66% of the respondents considered them
“Very Good”. This percentage increased to 88% in the last survey. The other 12% considered
these activities as “good”.
• Understanding the Content: 97% of the participants found it “easy” and “very easy”, showing
the content was well understood.
• All participants declared to have matched their expectations or to have experienced more than
they expected.
Testimonials:
“During the Lab I had all the support I needed to develop my project and put it into practice”.
“It helped me to improve my idea and to come up with a viable product.”
“Social Good Brazil Lab was important to ask some questions about our project and it led us to
validate these questions with potential users/customers in the streets”.
“The challenges put by the program helped to develop and structure the project”.
48

49. SOCIAL GOOD BRAZIL LAB
Social Good Brazil Lab Demoday
The Lab participants presented their ideas on December
11th in a special night called Demoday which completed
the Lab cycle. Nonprofit organizations, accelerators of
social businesses, angel investors and other invitees
attended the event.
The Demoday took place at Sapiens Park, a technological
park in Florianópolis. During the afternoon, the invitees
were offered the opportunity to visit some projects that
are using social innovation and technology which
included social businesses working in education as well
as a guided tour from the Director of Sapiens Park around
both the park and the company Sábia (also onsite at
Sapiens Park).
49

50. OTHER
EXPERIENCES

51. OTHER EXPERIENCES
Together with the main projects, the Social Good Brazil LAB Program
engaged in other innovative experiences to evaluate new possible projects
#Vemprarua survey
Workshop with nonprofit
#VemPraRua
organizations
Festival of Ideas
51

52. OTHER EXPERIENCES
Festival of Ideas and the culture of co-creation
A meeting of around 40 people interested in
co-creating ideas was held at ACATE the State
Association of Tech Companies.
In addition, the Social Good Brazil Program
supported some of the ideas so they could
participate at the Great Co-creation Meeting
promoted by the Festival of Ideas in São Paulo in
May 2013.
26 ideas were presented and 03 of them were chosen to go to São Paulo:
#EuTeLevo (Gabriel Lana) (#I take you)
#Rádio Digital em parceira com a juventude da comunidade Vila União (Maçan Guedes)
(#Digital radio station in partnership with youth from the community ‘Vila União’)
#Shopping de Sonhos (Adriana abriella da Silva) (#Mall of Dreams)
52

53. OTHER EXPERIENCES
Workshop on Social Good for
nonprofit organizations
In June 2013, the program held a
workshop entitled “Strategies for
Social Media”, in partnership with IBM
Brazil. Around 40 participants learned
how to use the internet to leverage the
work done by their organizations and
social projects. There were two
groups, one in the morning and one in
the afternoon.
53

54. OTHER EXPERIENCES
Survey about the #VemPraRua movement
that happened all over the country in July 2013
The promoters of Social Good Brazil, ICom and IVA, mobilized their networks through a survey to investigate what
took thousands of people in protests all over the country in 2013.
The #VemPraRua survey collected 1,519 responses and showed the following results:
- 95% of the respondents declared that the movement was inspired through social media.
- 37% followed the protests via the internet and other channels, and 32% disseminated information on their
personal networks.
- 28% of the respondents actually participated in protests on the streets, and 60% of them had never participated
in a protest before.
- Education and corruption were the main reasons to lead people to go to the streets in protest (22% of the
responses each), followed by the request for political reform and improvements to health care (21% of the
responses each). Free bus tickets for students was in fifth place (11%).
- 70% declared they were dissatisfied with the problems in the country and through the protests, found the
opportunity to vindicate for their rights; 25% declared it was the first time their generation participated in a
movement such as this one, and they wanted to be part of History.
- Considering those that declared they had not previously participated in any way in the protests, just 8% said they
were not interested at all and 54% said they had not had the time to engage in the protests.
The results proved the impact social media has had in the social movements in our times.
54

55. OTHER EXPERIENCES
Partnership with Centro Ruth Cardoso
and the Festival of Education
At the beginning of the year we spoke to two youth groups participating in social projects
in the region of Florianópolis and neighboring cities (Centro Cultura Escrava Anastácia and
Conselho Comunitário Ponte do Imaruim). They were invited to help in the co-creation of
an initiative to be implemented with Centro Ruth Cardoso. The initiative aimed to engage
youth as protagonists of the challenges in education. The groups were made up of around
16 – 20 underprivileged young people with an average age of 15 years old, who
participated in reflective and informative programs outside school hours. It was striking
to realize that all of them were facebook users and very familiar with social media.
One of the schools where the Festival of Education
organized by Centro Ruth Cardoso is piloted is IFSC
– São José, in the region of Florianópolis and
neighboring cities. The idea chosen as the finalist of
the Festival of Education and that went to the
national meeting in November 2013 is a laboratory
for innovative ideas inside the school.
55

56. LESSONS LEARNED
• The power of co-creation to build initiatives in a more creative and participative way
• The importance for SGB to gather diverse sectors in a neutral debate on social innovation during the annual Seminars
• SGB has a fundamental role of sharing practical experiences from a new type of entrepreneur. They are the movement
entrepreneurs, with focus on micro-revolutions
• The opportunity to make use of the general knowledge obtained in the first two seminars, as well as in research done to organize
those meetings. This knowledge can be transformed into multimedia content and integrated in the rest of the initiatives of the
The pilot of the SGBLab has validated some hypothesis
and provided several lessons to be learned:
• It is possible to offer content to be accessed online and use
the meetings as opportunity to stimulate peer-to-peer
exchange, mentorship, workshops and to offer practical
exercises.
• Prototyping does not need a lot of financial resources. In
most of the cases, this activity did not use any money and cost
less than USD 150.
• The phase of application and selection are crucial for the
success of the Lab. It has to be focused more on the
entrepreneur’s profile than on the ideas, and use a gamified
process that helps to assess the real effort the entrepreneur is
willing to put to develop their idea. The model also offers the
possibility for the entrepreneur to leave the Lab when they are
not able to accomplish the exigencies of the program.
• It is necessary to put together a combination of mental models,
including hired consultants, SGB team and volunteer entrepreneurs.
• The calendar of activities of the Lab can be lighter at the beginning
of the program, and offer more time for the participants to test their
ideas. In this way they can validate more elements of their idea and
improve their model.
• The majority of the ideas participating in the Social Good Brazil Lab
in 2013 preferred to be registered as social businesses.
56

57. SOCIAL GOOD BRAZIL TEAM
From the experience obtained in 2012 and our ambition for 2013, two new people
integrated the team:
• Fernanda Bornhausen Sá – Strategic Committee
• Lucia Dellagnelo – Strategic Committee
• Carolina de Andrade – General Coordinator
• Bruna Pires – Communications Coordinator
• Ana Paula Santos – Content Analysis (platform)
• Bruno Evangelista – Lab Coordinator
• Cecília da Silva – Event Consultant
• Anderson Giovani da Silva –
Executive Manager of ICom
• Ana Maria Warken do Vale Pereira
General Coordinator IVA
57

58. Special thanks to our Master partners, who believe in the power of Social Good Brazil
58