MSD
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MANDANDO A LETRA
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MSD → MANDANDO A LETRA →
Role:
Concept, Copywriting
Deliverables:
Social, Activation
Creative Team:
Helder Oliveira, Karine Brasil, Gabi Chanas
MSD is the official producer of HPV vaccines for Brazil’s public healthcare system. Even though the vaccine was free, STD cases kept rising, up 54% between 2015 and 2017. Our challenge was to spark a sincere, safe sex conversation among Gen Z and convince them to get their shots. This project was part of a spec work.

INSIGHT
Brazilian teenagers don't like to talk about sex, but they love to sing about it. How? Through Brazilian Funk, the most popular rhythm in the country among them.




IDEA
A multi-channel project that brings artists who talk about sex to talk about safe sex.
The Artists
Using Spotify’s public data, we mapped the top Brazilian Funk artists among 14–24-year-olds — the main target for HPV vaccines – to be our top influencers for this campaign. We picked their biggest, sex-driven hits, adding emerging artists to fully cover the sexual themes dominating their playlists.
Kevin o Chris
10.5MM monthly listeners
Anitta
36.3MM monthly listeners
Luísa Sonza
15MM monthly listeners
The Channels
Music is everywhere, but its impact depends on context. We skipped the preachy tone and showed up where our audience already was, using the language artists use when talking about sex. Musixmatch played a key role, pushing the message through platforms like Meta, Spotify, and YouTube.
THE CAMPAIGN
Instagram Stories
In early 2020, Instagram made available for all Brazilians the lyrics feature for Stories. We incorporated it in this campaign, and with the help of the “hacking" on Musixmatch, with tailored messages about prevention.
IN BRAZIL (2020):
23.1MM USERS
75% USERS ARE WOMEN
73% USE IG STORIES ONCE A DAY
44% MORE THAN ONCE
THE CAMPAIGN
Instagram Feed
We’ve chosen Instagram as the main hub for content about safe sex due to its popularity. On the platform, we can share a wide range of content, including videos, interviews, and information on how to get vaccines through the public health system.
IN BRAZIL (2020):
66MM ACTIVE USERS
MOST USED SOCIAL
3rd LARGEST USER BASE
44.8% MARKET SHARE

THE CAMPAIGN
Spotify
For all users, Spotify had a feature called Storyline, where the artist could add personal notes to specific parts of a lyric. We included that as part of the campaign, with real comments of these artists about prevention on sex.
IN BRAZIL (2020):
12MM SUBSCRIBERS
66,2% BETWEEN 14-24yo
2 HOURS A DAY AVG USE
61% MARKET SHARE

THE CAMPAIGN
Genius
Genius is one of the most known collaborative lyric databases on the internet. One of its main features is having artists themselves place their comments about their music. A great resource for our campaign.
GLOBALLY (2020):
CONNECTED TO SPOTIFY
66K ACTIVE USERS
323K ANNOTATIONS
870K EDITS
