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The brief was based on a simple observation. When you see a mosquito the first thing that comes to mind is to crash it to kill it. How could we turn that clap into a positive cultural movement and help Brazilian remember the simple and easy steps to protect themselves and their community against the virus?

In collaboration with local superstar Ivete, we transformed this clap into an exciting dance and infectious song with a twist – a call to clap for Brazil - and started a cultural movement amplified by social media to spread the word that a single ‘clap’ could help cut Zika out of Brazil. #clapforbrazil was born - an anti-viral campaign, with positive energy at its core.

The campaign launched at the highest peak of the Zika epidemic. It all started with a Press conference jointly led by Ivete and the RB team presenting the #clapforbrazil music video and initiative – simple easy steps can help protect you and your family from the Zika virus, watch Ivete’s video and #clapforbrazil to show your support for the cause. Ivete with some amplification from a group of 20 influencers (from the entertainment, music, film, sport world) started activating the campaign on her social platforms with teasers, leading up to the full music videos and choreography tutorial video, inviting fans to show their support and share their own interpretation of the #Clapforbrazil choreography. With some paid media support (Spotify, Vevo), the movement gained traction online and reached +5M social engagement in the first 10 days.

Views, likes, comments continued to grow as the #clapforbrazil music and videos were being shared by the Brazilian fans and supporters online and on their social platforms. In a month, the campaign registered +12MM in social engagement including all the organic fans and supporters posts and comments endorsing the cause and sharing their own version of the #clapforbrazil dance. The #clapforbrazil movement was living on its own showing that the power of music can help insert basic educational messaging into culture and raise population’s awareness even when it relates to a dramatic health crisis.

During the Zika epidemic in Brazil in 2016, traditional public messaging and advertising wasn’t doing enough to stop the fear. How to bring hope back? With an anti-viral cultural campaign #clapfrobrazil. With an infectious song in a month local superstar Ivete spread a simple educational message and call to action to +12MM Brazilians to help cut out Zika.

Traditional public messaging and advertising wasn’t enough to divert attention and raise awareness; instead, RB looked to Brazil’s first passion: music and dance. With three easy steps: 1/ spray mosquito repellent inside your home, 2/ protect your skin when you go outside and 3/ get rid of stagnant water around your house turned into an exciting song and choreography by local superstar Ivete, the educational message was heard, shared, passed around. By going straight to the heart, Ivete and her army of influential fans invited everyone to join the movement, and all clap together for Brazil and to eradicate the Zika virus.

Zika strikes at our most vulnerable, cruelly targeting our children in their earliest stages of development. The full extent of Zika’s wrath is still to be laid bare, but what is clear is that it has already caused irreversible damage to millions, impacting communities, families, even honeymoons.

The World Health Organisation (WHO) has estimated that more than $120m of investment is required to implement their Strategic Response Plan. In short, they need all the help they can get.

While the world watched on in horror at what was unfolding in Brazil throughout 2016, RB decided enough was enough. It was time to act.