#OSUSqueFazemos
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About the project
#OSUSqueFazemos was an Instagram-exclusive campaign by the Brazilian National Council of Municipal Health Secretariats (Conasems) to showcase the daily work of Brazil’s Unified Health System (SUS) during the COVID-19 pandemic. The campaign aimed to strengthen trust in the SUS while boosting Conasems’ digital presence.
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Challenge
The challenge was to increase engagement and grow the audience on Conasems’ Instagram while countering widespread vaccine misinformation. The campaign invited health professionals across Brazil to share photos and videos of their COVID-19 response and vaccination strategies.
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My role
I led the campaign strategy and execution, coordinating content creation and engagement initiatives. I was responsible for turning real stories from health professionals into a national movement on social media.
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Results
The campaign generated a 38% increase in Instagram engagement and gained national media coverage, appearing in leading TV and print outlets. It showcased the resilience of Brazil’s public health system, created a chain of solidarity among health workers, and encouraged higher vaccination rates across the country.
