Translating the complexity of dementia into educational and impactful content for diverse audiences.
Communication Strategy for Dementia Awareness
This project, in direct partnership with the Ministry of Health and the Federal University of São Paulo (Unifesp), through Dr. Cleusa Ferri and her team, aimed to disseminate the “National Report on Dementia in Brazil” (RENADE). This pivotal document estimates that approximately 2.5 million Brazilians aged 60 or older live with dementia, addressing prevalence, risk factors, stigma, and the importance of primary health care, thus requiring a technical and sensitive communication approach.
Arara deeply immersed itself in understanding the subject matter, fostering continuous exchange with Unifesp’s technical team. Our responsibility was the creative development of a diversified communication mix, designed to impact distinct audiences: healthcare professionals in UBS (Basic Health Units) and hospitals (internal public) and the general public in their homes (external public).
To achieve these objectives, four strategic materials were developed: a series of comprehensive video lessons for the internal market; an animated film, designed for universal communication; an advertising film focused on deconstructing the stigma associated with dementia; and a 17-minute mini-documentary. This latter material featured real stories from caregivers and patients, alongside interviews with RENADE experts, addressing early symptoms and care, with segmented edits optimized for the digital environment.
Our involvement spanned from conception to finalization. We participated in idea generation, creative direction, scriptwriting, production planning, character evaluation, direction, content extraction, art direction, animation, and all post-production work. This comprehensive collaboration ensured that RENADE’s information was transformed into clear, accessible, and impactful messages, effectively reaching its target audiences and contributing to national dementia awareness.
