Due to regulatory constraints, vaccine manufacturers can't advertise their products in Brazil. But licensed private clinics like Hermes Pardini are allowed to run immunizations campaigns. Hermes Pardini is among the biggest clients of vaccine manufacturers in Latin America such as GSK, Sanofi, Merck and Pfizer.

Fake news are all around. It can influence election results or disseminate false information about vaccine side effects. Considering that our public is very susceptible to fake news, this campaign shows that, even those who believe in the absurd legends, don't think twice if questioned about their children vaccines.

Brazilians have a crush on myths. They're open to believing in legends. And when it comes to digital platforms, many of them take this seriously. If you do a search on Facebooks groups, you will find the ones dedicated to the most absurd theories: flat earthers, ufologists, reptilians, and many others. They take discussions seriously, show "evidence" about their theories and even organize public events. This conspiracy theorists are the perfect match to help a healthcare brand to dimistify the fake news about the side effects of vaccines.

If you see David around, you’ll think he looks like a ordinary guy.

But online, he's far from that.

David has a blog called “Make Earth flat again”. His blog has 50 thousand unique hits monthly and it is where David proves to the world daily that the Earth is flat.

Flat like a book with "The Earth is flat" written on the cover.

If you have any doubts, David is the right guy to convince you.

The Earth is flat.

David dreams about the day his little son gets a Ph.D in the study of the 4th dimension, leading an unprecedent research that will demonstrate the Earth really is flat. Yes, his old man was damn right and you, science community guys, where so wrong.

That's why he keeps all David Junior’s vaccines up-to-date.

As long as the celestial dome protects the Earth, he will definitely not be crazy enough to doubt immunization.

Do like David and keep your child's immunization schedule updated at www.hermespardini.com.br. Where you can choose any of the 125 available clinics to go to and get the protection your child needs.

Hermes Pardini.

Medicine, Health and Wellness for life.

The spots use the language that goes back to the times of radio soap operas and that today is very common in audiobooks. With a good dose of drama and sound effects, the pieces create an atmosphere with certain suspense to describe the profiles of people who seem normal in real life but who are given to eccentricities in their digital lives, taking part in groups that believe in absurd conspiracy theories, such as flat earthers and ufologists. Both executions end with the same conclusion: they may look crazy enought to believe in those theories but they aren't that crazy to not vaccinate their children.