Misinformation is, perhaps, the biggest villain in this story
Actor Vladimir Brichta is in a campaign with the Fair Creativity Shop agency to raise awareness about acute porphyria, a rare genetic disease that causes severe pain in the abdomen, and which killed Gena Karla Ribeiro, Brichta’s first wife, in 1999. Brichta is currently married to Adriana Esteves. “I was waiting for this moment, to talk about this disease”, comments the actor, who narrates and participates in the film. “Misinformation is, perhaps, the biggest villain in this story”, he says. Currently, Vladimir Brichta plays Egídio in the soap opera ‘Renascer’, on TV Globo.
Mini-doc, 30” video for TV, Instagram channel, Facebook, hot website, digital pieces and out-of-home media spread the “Dor surreal” campaign throughout Brazil. “We are honored to offer our creative energy to publicize an unknown disease that causes a lot of suffering. Advertising has a social role that needs to be fulfilled”, declares Juliano Ribas, founder and creative director of Fair. It is produced by Academia de Filmes, directed by Fernando André and Alberto Pereira Jr.
The project was created for the Brazilian Porphyria Association (Abrapo). “The most common symptom of acute porphyria is surreal abdominal pain, of very high intensity, that lasts for days and is not localized, it is diffuse”, explains Ieda Maria Scandelari Bussmann, founder of Abrapo. “The surreal pain and lack of diagnosis lead patients to profound psychological suffering and disbelief”, adds doctor Guilherme Perini, a hematologist specializing in porphyria.
Diagnosing the disease is simple. It can be done through a specific urine test. Although approved by the National Health Surveillance Agency (Anvisa), the treatment is not available in the Unified Health System (SUS), one of the project’s demands.
