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RB enlisted heavyweight local superstar Ivete Sangalo to release a campaign song with a twist – a call to clap for Brazil. Across social, in the media and of course in the song itself, the campaign cleverly incorporated a call to action to millions to raise awareness of the issue.

Brazil and the wider world were mobilised by movement. All it took was a clap to take back control of the rhythm and bring the world’s most colourful and cosmopolitan culture back to life once again

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 #clapforbrasil 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.

Traditional public messaging and advertising wasn’t enough to divert attention; instead, Reckitt Benckiser looked to Brazil’s first passion: music and dance. By going straight to the heart, Ivete Sangalo and her army of influential fans were moved to light a fire underneath the movement and inspire the country back into song and dance creating a huge noise within the first 72 hours of launch. Through a bespoke song and music video (with an accompanying dance routine Ivete, her fans and a host of Influencers were able to spread the word through Social media that a single ‘clap’ could help cut out Zika.

#clapforbrazil was born.

An anti-viral campaign, with positive energy at its core, focusing on mothers – the ones most affected.

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, Reckitt Benckiser decided enough was enough. It was time to act.