Client: MSD
AD: Helder Oliveira
My Role: Concept, Copywriting
AD: Helder Oliveira
My Role: Concept, Copywriting
BACKGROUND
STDs are a serious health issue among Brazilian teenagers, with transmission rates increasing year after year. While there is a lack of accessible information for this group, national awareness campaigns struggle to engage young people. Our challenge was to spark a conversation about prevention and introduce MSD's anti-HPV vaccine (available through public healthcare) as one of the solutions.
STDs are a serious health issue among Brazilian teenagers, with transmission rates increasing year after year. While there is a lack of accessible information for this group, national awareness campaigns struggle to engage young people. Our challenge was to spark a conversation about prevention and introduce MSD's anti-HPV vaccine (available through public healthcare) as one of the solutions.
INSIGHT
Brazilian teenagers do not like to talk about sex, but they love to sing about it. How? Through music rhythms known for speaking out about this, like Brazilian Funk, Sertanejo, Pop, and Rock.
Brazilian teenagers do not like to talk about sex, but they love to sing about it. How? Through music rhythms known for speaking out about this, like Brazilian Funk, Sertanejo, Pop, and Rock.
IDEA
Hacking the lyrics of popular songs about sex to place awareness messages about STD prevention on Musixmatch, the world's largest catalogue of song lyrics and translations.
ACTIVATION
INSTAGRAM FEED
“Mandando a Letra” is slang in Brazil that means “going straight to the point”. This idea was originally presented in a job pitch.
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