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Mariana Pedroza

Strategic Communication

Public relations

Here you will see how I positioned institutions in major Brazilian and international media outlets, expanding visibility, credibility, and trust.

In 2021, the Brazilian National Council of Municipal Health Secretariats (Conasems) launched the Instagram campaign #oSUSquefazemos to showcase how municipalities were tackling COVID-19 and organizing vaccination efforts. Several videos went viral on social media, including one from Palmital, a city in São Paulo state, where an ambulance was turned into a mobile vaccination unit to reach people who had not yet been immunized.

The campaign gained visibility in Brazil’s largest media outlets and the idea of using ambulances for active vaccination outreach quickly spread across the country.

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I coordinated an exclusive interview with the then president of the National Council of Municipal Health Secretariats (Conasems) for the British newspaper The Telegraph. The interview addressed the withdrawal of Cuban doctors from Brazil’s Mais Médicos Program — a partnership between the Brazilian government and Cuba created to provide physicians to remote and underserved regions of the country.

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I coordinated with The New York Times the participation of the then president of the National Council of Municipal Health Secretariats (Conasems), ensuring he could explain the impact of the Cuban doctors’ withdrawal from the Mais Médicos program and the consequences of this decision for primary care within Brazil’s Unified Health System (SUS).

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I negotiated a live interview with the Executive Secretary of the National Council of Municipal Health Secretariats (Conasems) on CNN Brazil during one of the most critical moments of the COVID-19 pandemic, when many Brazilian cities were running out of oxygen and ICU medications. The interview exclusively presented Conasems’ survey on oxygen supplies across the country, bringing national visibility to the crisis and positioning the institution as a key source of information for the press and the public.

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Media outreach that secured a special feature in O Estado de S. Paulo — one of Brazil’s largest and most influential newspapers — highlighting research by the National Council of Municipal Health Secretariats (Conasems) in partnership with the Federal University of Minas Gerais (UFMG), one of the country’s most prestigious universities.

The study, part of the ImunizaSUS project, investigates vaccine hesitancy in Brazil and has since become a key reference for national media.

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