Campaign includes films, created by BETC Havas, social networks, out-of-home media and actions at points of sale
SBP presented the continuity of the campaign “To love is to protect and to protect is SBP”, adapting the campaign’s motto to “to love is to protect against the dengue mosquito”, now focusing on prevention against the disease for the 2024/25 summer season .
The campaign includes 60″, 30″ and 15″ films, created by BETC Havas and produced by Damasco Filmes and Mr Pink, which show, in a playful way, how the ‘liquid electric repellent SBP’ and the ‘SBP with magnetic action’ work in the eyes of children. The approach reinforces the importance of protection within the home.
“SBP’s commitment is not only to offer effective products, but also to educate the population about the importance of prevention. We are dedicating efforts to ensure that families understand how to protect their homes and communities against mosquitoes, especially during the summer. This campaign It is an important step in this direction, reinforcing our role as care agents”, says Fernando Guillemin Contreras, head of SBP marketing at Reckitt Hygiene Comercial.
The initiative will have a significant presence on TikTok, where content will be produced on the correct ways to use products in an educational and fun way, with the aim of expanding the message of care and prevention on social media and bringing the brand closer to young audiences.
“The campaign ‘To love is to protect and to protect is SBP’ reinforces the importance of dengue prevention, especially during the summer season. With the motto ‘to love is to protect against the dengue mosquito’, we are transmitting an awareness message in a light way and educational that, especially within homes, the correct use of products makes the environment safer for everyone”, explains Paula Basso, service director at BETC Havas.
In addition to digital initiatives, SBP will also invest in actions at points of sale in around 80% of Brazilian capitals, with interactive totems and promoters that will be present on the streets and in the main retail chains to take prevention messages directly to consumers. The strategy also includes OOH media during the season in São Paulo and other strategic places, in addition to a partnership with UOL for an action in Riviera de São Lourenço, on the north coast of São Paulo.
