Brazilian Society of Dermatology (SBD)
Health Communication and Social Media Awareness Campaign: The Brazilian Society of Dermatology (SBD) launched the campaign "Your Skin Speaks. Only a Dermatologist Understands." to address the growing spread of skincare misinformation on social media. The challenge was to create a digital communication strategy capable of educating the public while standing out in a social media environment dominated by non-medical advice.
The Project
What we did and how
We designed a social-first content strategy purpose-built for the digital environment, combining creative storytelling, AI-generated visuals, and educational messaging. The campaign was anchored on a single insight: if everyone is talking about skincare on the internet, it might be time to listen to the skin itself.
Creative Strategy and Content Production
We produced a series of six short-form videos for Instagram, each featuring AI-generated digital characters representing talking skin, hair, and nails. The visual identity was deliberately built around diverse skin tones, so the audience could see themselves in the conversation about their own skin.
Social Media Strategy
The execution leaned into scroll-stopping visuals and storytelling, educational content adapted to the rhythm of digital culture, and a deliberate invitation to comment, debate, and share. We worked the comments section as part of the campaign surface, responding to audience questions and threading dermatologist authority back into a space where it is routinely undermined.
Highlights
- Six short-form videos created for Instagram
- AI-generated characters representing skin, hair, and nails
- Educational content engineered to counter skincare misinformation
- Visual identity grounded in diverse skin tones
- Social-first storytelling designed for engagement
Results:
- More than 3 million video views
- Thousands of audience interactions and comments
- High engagement through community discussion
- Strengthened dermatologist authority in online skincare conversations
