Breast and prostate cancers are the most common in Brazil, yet one in four Brazilians still doesn’t undergo preventive exams. At the same time, STIs are increasingly affecting people over 60, making awareness and prevention more crucial than ever.
To address this, Sabin Diagnostics & Health runs annual prevention campaigns offering accessible exam packages: October for breast cancer, November for prostate cancer, and December for STIs. The challenge was to drive engagement and encourage people to take action while optimizing production costs and increasing sales by 10%.
Our mission was clear: create a compelling digital and content campaign that not only informed but also motivated the audience to prioritize their health.
Brazil ranks 3rd globally in social media consumption and 2nd in time spent online, with users averaging over 9 hours per day. Among the most popular types of content are those related to mysticism and astrology, a reflection of the country’s rich diversity and blend of beliefs.
With this in mind, we decided to combine two things Brazilians are passionate about with a figure who has become a meme sensation: Marcia Sensitiva, a psychic, astrologer, and nationally renowned influencer.
Marcia is famous for offering advice and playful “scoldings” during her consultations, which her audience loves. So, we invited her to step away from being “Sensitiva” (psychic) and embrace her new role as “Preventive” in our campaign, with the message: “Preventing is better than predicting”.
To bring this to life, we created a social media campaign, where Marcia hosted several recurring segments. These included “Prevenções do Mês” (Preventions of the Month), where she discussed the current prevention campaign, “Prevenindo com os Signos” (Preventing with the Signs), where she gave humorous prevention tips based on each zodiac sign, and the “PrevenCast,” a mock videocast in which she interviewed Sabin's doctors about each prevention campaign (Breast Cancer, Prostate Cancer, and STIs), answering questions and stressing the importance of exams.
All of this unfolded across 30 pieces of content over three months. Sabin’s campaign proves that humor can make serious health topics more approachable. The stars aligned, and we turned Brazil’s top psychic into your health’s new best friend—shining a light on the importance of early diagnosis.
The content truly surprised our audience, and the response was even more impressive, with record-breaking engagement on Sabin’s social media: 94.5% of those reached watched the videos. The campaign generated over 92K interactions, more than 5M views, and reached over 5.5M people.
But the impact went beyond digital—offline results spoke just as loudly! In media, we achieved 75 million impressions, exceeding the plan by 10%. Sabin saw a 779% increase in e-commerce access (+748k visits, that’s 8x more), a 142% growth in health bundle sales compared to the previous year, a 25% rise in preventive health packages and exams, and a 44.24% boost in HPV vaccine sales.
Proof that you don’t need to be Sensitiva (psychic) to know that content that entertains also drives engagement and business results—even when the topic is health.
