MSD

MANDANDO A LETRA

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.

Spotify lyrics from the song "Vamos Pra Gaiola"
Spotify lyrics from the song "Savage Funk"
Spotify playlist cover with song title "Campo de Morango" by Luisa Sonza, featuring a small artist photo and lyrics about dreaming of strawberry fields and a romantic encounter.
IDEA
A black background with large white text that reads '#Mardi and Atra'.
Gradient circle with a blend of purple, pink, and yellow colors
Gradient capsule shape with purple, blue, and peach tones.

A multi-channel project that brings artists who talk about sex to talk about safe sex.

MSD logo with four interconnected white circles and the text 'MSD'

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.

Musicmatch logo and icons for Google Play, Deezer, YouTube, Apple Music, Shazam, and Facebook

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

Mobile phone screen displaying a digital poster with a purple and blue background, featuring a quote about love and prevention, along with a music title and artist.
Smartphone screen displaying a social media post with a purple and blue gradient background, featuring a quote about girls and condoms, and a small profile photo of Luisa Sonza with her name and song title.
Smartphone screen displaying a message encouraging HPV vaccination, with colorful abstract background and text that says, 'Bodies are meant to keep just pleasures. Get your HPV vaccine and avoid any hidden concerns.'
Smartphone screen with a purple and blue gradient background, displaying a message to follow @MANDANDOALTRA to read and listen about safe sex.

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

Instagram profile page of 'Mandando a Letra' with 46 posts, 1,191 followers, and 111 following. The profile picture is a purple hashtag symbol. The content includes colorful quotes and images about sexuality, pregnancy, and health, with various vibrant backgrounds and a photo of a woman with curly hair.
A colorful collage with six sections, featuring images and text. The top left has a yellow background with blue and white text about taking off and coming in, with a quote mark. The top center has a blue background with bold yellow text asking "WANNA" with a syringe emoji and a question mark. The top right shows a woman with curly hair against a pink background, with pink text referencing Mc Rebecca. The middle left depicts a close-up of an orange pepper with white text about controlling the pill. The middle center has a hand with red painted nails holding a purple sphere on yellow roses. The middle right shows a potted cactus with a wooden hand against a yellow background. The bottom left has yellow background with blue and black text about pregnancy being a good thing if you want it, with hashtag #MandandoALetra. The bottom center has pink background with blue text listing words with checkmarks, including "dirty stache," "lit hair," "she looked at me," and "I looked at her." The bottom right has a blue background with an abstract shape and white text about orgasms for two and prevention.

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

Music playlist screen showing the song "Ao Som do 150" by Mc Rebecca with album cover art of women in a nightclub scene.
Mobile phone screen showing music player with song titled 'Ao Som do 150' by MC Rebecca, and a colorful graphic with text promoting safe sex, including a hashtag #MandandoALetra, and a user profile icon with name MC Rebecca.
An iPhone screen displays a music player with the song titled 'Ao Som do 150' by MC Rebecca playing, and a colorful story line that promotes self-respect and body positivity labeled '#MandandoALetra'.

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

Screenshot of a webpage featuring the song 'Seja Bem-Vinda na Gaiola' by Kevin o Chris, with lyrics in Portuguese and an English quote about the street dance scene, showing song highlights and user comments.