Branded content will also be present in the soap opera breaks and on social media.
SBT and Santher, manufacturer of the Sym sanitary pad line, launched a partnership that aims to promote open dialogue and free of stigmas about the onset of menstruation.
The action was promoted in the form of content in the telenovela “A Infncia de Romeo e Julieta”, by author Iris Abravanel, who portrayed the first menstruation of Julieta, the main character of the plot. The project’s narrative emphasizes the importance of breaking taboos around the first menstruation and highlights how the lack of information on the subject can generate discomfort, fear and insecurity.
“Many girls are still ashamed to talk openly about menstruation, and at most, share their curiosities, anxieties and doubts with friends or family members. Therefore, due to experience in content with young audiences and national leadership with this audience, the partnership with SBT plays a fundamental role in Sym’s strategy. the.
In addition to an intergenerational approach, including scenes with Julieta’s mother and grandmother, the plot’s author, ris Abravanel, also brought to the plot the insertion of Julieta’s father, highlighting the importance of including men in the construction of a new cultural perspective on the subject.
“As the telenovela’s general director and, above all, as a father, I believe that the subject of menstruation should be approached in the most natural way possible, especially when it occurs for the first time.
In a branded content format, the partnership will extend to the telenovela’s commercial breaks, with Julieta (Vittria Seixas) and Helena (Luisa Bresser), the antagonist character of “Poliana Moa”, showing tips to avoid possible menstrual leaks and will invite the audience to interact on the subject on social networks.
On social networks, the content will be on the “Sym, we need to talk” section, present on the Lambe Lambe program and on the Queijo com Goiabada podcast, both products from the youth vertical of exclusive content from the broadcaster, TV Zyn.
“This partnership is the definition of branded content. Content that aggregates, instructs and brings light to an important theme in a natural and educational way. We believe that this is the path for the advertising market: integrated communication with purpose”, concluded Luciana Valrio, SBT’s commercial director.
The collaboration between the two companies goes beyond insertions in soap opera scenes, also covering commercial breaks, social networks and digital platforms.
