The pandemic was especially tragic for Brazil. Despite more than 4,000 deaths a day, the Brazilian government boycotted COVID-19 prevention campaigns. Actress Leandra Leal, widely known for her roles in telenovelas, decided to use her image to inform the Brazilian population about the correct use of masks and the importance of prevention.

Presenting in a practical, illustrative and didactic way how face mask can save lives. Using the image of the actress, we communicate to Brazilian population about correct way to use mask, how to dispose it and which models are safer for that pandemic moment.

With technical consultancy of SBIm (Brazilian Society of Immunization), we developed a series of scripts based on the main doubts and struggles of the Brazilian population about correct use of facial masks. Actress Leandra Leal was chosen as the face of the campaign for her political engagement and great recognition throughout Brazil. The content was promoted by Instagram, which made investments to better distribute the content. The material was available for free use by health departments, professionals and media companies to amplify the message on television and social media.

The pandemic in Brazil required fastness to reduce the damage caused by COVID19. The entire campaign was planned and executed in ten days. We developed the scripts with infectious disease professionals' collaboration. We chose clean and pleasant costumes, scenery and color palette to captivate the audience. The written texts are simple and direct, to dialogue with the entire population. The videos were filmed in a single day, with different collaboration of audiovisual, marketing professionals and health specialists. In this way, we linked the work with an online team and a reduced face-to-face crew on planning and filming set, following all prevention protocols.

The content is available on Leandra Leal’s Instagram profile, with 2 million followers. The campaign reached more than 23 million people and had more than 3 million interactions. About 150 content reposts by healthcare professionals, companies and influencers. Presence of Leandra Leal in talk and variety shows with a large audience. Free use of contents by municipal health departments. And most importantly: a 20% reduction in new COVID-19 cases one month after the material was released