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.

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.