Campaign to raise public awareness about HIV prevention
Developed by Nacional Comunicao for the Ministry of Health, the campaign “Carnival, respect and protection #TemQueTer” aims to raise awareness among the population about preventing HIV and other STIs throughout the year.
To reinforce the protection team, condoms (external and internal) have testing, PrEP (Pre-Exposure Prophylaxis) and PEP (Post-Exposure Prophylaxis) as campaign protagonists at their side.
Focused on young people, the campaign brings the original jingle “Tem de Ter” to the rhythm of the festivities to cheer up the public. There are four films in total: one for each local rhythm (ax, frevo and samba) and one national (which mixes the three). The songs connect with the different festivals that take place throughout Brazil.
With national and regional reach, the communication effort was divided into three moments: before, during and after Carnival. The division’s objective is to adapt the messages to the experience of the revelers, directing the speech to each moment of the journey.
