Launch of the “Burst the Bubble” campaign in São Paulo.

Planning, building strategy, fundraising… check! Next comes launch and the agenda is already full of activities. Just last week, Tino Comunicação launched “Saia da Bolha” (Burst the Bubble) for primary immunodeficiency awareness. Primary immunodeficiency is a genetic disorder that attacks a patient’s immune system. To draw attention, the inauguration consisted of a performance: an actress was inside of a bubble around São Paulo’s bustling Paulista Avenue area performing routine tasks and captivating those passing by.

Although Brazil’s public health system provides free treatment for the disease, an estimated 170,000 people suffer from immunodeficiency in the country and the condition is often underdiagnosed. Early diagnosis and proper treatment help patients have long and healthy lives.

Cafu, soccer star and captain of Brazil’s 2002 World Cup championship team for Tino’s “On the Field Against Glaucoma” campaign.

Soccer stars help kick glaucoma 

“Cuidado com o Glaucoma – Entre em Campo Contra o Glaucoma” (Beware of Glaucoma – On the field against Glaucoma) is announcing the premiere of its third edition on May 26 and is counting on energetic ambassadors. In the build-up for the World Cup, two central figures of Brazil’s fifth World Cup title in 2002 play a starring role. Tino Comunicação is pleased to unite team captain Cafu, and goalkeeper Marcos to raise people’s awareness for a disease that is the main cause of irreversible blindness in the world.

The launch is happening during the National Week Against Glaucoma, May 26-30. To celebrate, local media is invited to participate in a “sensorial” lunch: they are eating blindfolded. The idea is to have them to experience vision loss and raise attention to the fact that glaucoma affects more than two million Brazilians. The campaign is supported by Brazilian Society of Glaucoma and Brazilian Association of Friends, Relatives and Patients of Glaucoma.

More is yet to come!

People suffering from rare diseases are each time more aware that they can get stronger if united. That is the core idea of “Muitos Somos Raros” (“Many of us are rare”). The campaign aims to facilitate rare-disease diagnosis and unite not only patients but also relatives, caregivers and friends. The online platform is already running and the Facebook page is receiving messages of encouragement and identification every day. The launch comes in May with medical association and industry support.

Lastly, Tino Comunicação has planned and is now executing “Sol, Amigo da Infância” (“Sun, childhood friend”) together with the Brazilian Society for Dermatology (São Paulo). The campaign has strong educational appeal and aims to intensify awareness amongst parents and children about reducing the skin’s exposure to sun and preventing skin cancer. The communications strategy calls for a strong online presence and large media dissemination, as well as partnership with schools in São Paulo.

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Earlier this month, Brain 2014 celebrated not only the congress’ 10^th year but also its first international edition. The event gathered more than a thousand experts on neurology and psychiatry from all over the world in Montreal, Canada. State-of-art research was presented, including studies that give new perspectives about diagnosis and treatments of pathologies in both areas.

The congress was started in 2004 was created by two Brazilian researchers, psychiatrist Pedro Lima and neurologist André Palmini. Since its inaugural edition in Rio Grande do Sul, Brazil, the event has grown due to its capacity to join international physicians and discuss important topics in a light and clear way. This year the event was organized by CCM Eventos, and Tino Comunicações was proud to serve as the PR agency behind it.

Highlighting the event were topics such as early childhood trauma, Alzheimer’s, depression and bipolar disorder. In a talk with André Palmini, he emphasized that some of the studies presented shed new light on the connection between early childhood traumas and the appearance of pathologies in adulthood. On psychiatry, Pedro Lima underlined the necessity of accuracy in diagnosing depression and bipolar disorder. Finally, neurologist Paulo Caramelli put Alzheimer’s on the table. Here’s more about what the physicians debated during Brain 2014:

Emotions and early childhood trauma

How does the brain regulate emotions? Do emotions determine the way a person makes decisions in life? Do the emotions of other animals help psychiatry today? Answers to these questions are not immediate. Therefore, many scholars point at the need to unravel brain’s management of regions connected to emotions. “This is a new perspective for neuroscience. There is much more to be studied, but it is now known that the control of emotions changes human behavior,” explained André Palmini. Unfavorable socioeconomic conditions, depression, aggressive behavior and other factors are observed in patients suffering early childhood stress. “It is essential to always evaluate early life stress,” said Palmini.

Alzheimer’s: Early treatment and prevention

Healthy habits and an active mind are the best tools against Alzheimer’s. The neurologist Paulo Caramelli reveals that few drug improvements have been seen in recent years for the disease’s treatment. “Currently, we see a shift in focus in research on Alzheimer’s, we talk a lot more about prevention, keeping the mind active and avoiding a sedentary lifestyle”. Caramelli explained that an active mind is essential, especially among people of older age.

Depression and Bipolar disorder

The fine line between diagnosis of depression and bipolar disorder raises a discussion about the treatment of these pathologies. “Failing to diagnose it correctly, may lead to a treatment that is not the most appropriated. A bipolar who takes antidepressants can see its clinical conditions get worse”, says Pedro Lima. Since depression is an inflammatory disease, the physicians stress the need to treat other comorbidities, such as cardiovascular problems, asthma and arthritis.

Today’s post comes to us from Mayra Lopes of GLOBALHealthPR Brazil partner, Tino Comunicação.

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Image: FIFA

Today’s blog post comes to us from Mayra Lopes of GLOBALHealthPR Brazil partner, Tino Comunicação.

There is a common saying here that Brazil is o país do futebol, or “country of football.” It is easy to understand why: Brazilian players wear five stars on their jerseys, one for each World Cup the country has won. Some of the sport’s most famous stars – Pelé, Garrincha, Ronaldo, Kaká and now Neymar – are Brazilian. And, Brazil invented the so-called “Art of Football.” So yes, most will easily agree that Brazil is revered in the sport. Seven years ago, when FIFA President Joseph Blatter confirmed that Brazil would host the tournament in 2014, the country was abuzz with both positive and negative reactions. Now, a few months away from the event, there is still a lot to do and the country’s critics are speaking out through the international press on an almost daily basis.

PR opportunities at the World Cup? Not so fast

What could have been a great opportunity to generate PR has become taboo. Only the official sponsors of the World Cup are allowed to use the event’s name, logo and mascot. Also, TV Globo is the only TV license holder in Brazil, meaning no other channel can broadcast any match. Together with FIFA, they have created a number of rules and consequences for those who use the event’s name without the right permission.

The Arena Castelao in Fortaleza, Brazil
Image: CNN/SI

Nation Branding

Countries use sporting events to attain visibility and to work on what some call “cultural diplomacy,” and what others call “nation branding.” Simply put, it aims to measure, build and manage the reputation of countries. Philip Kotler, world-class marketing expert, defines nation-branding as: “The sum of beliefs and impressions people hold about place. Images represent a simplification of a large number of associations and pieces of information connected with a place. They are a product of the mind trying to process and pick out essential information from huge amounts of data about a place.”[1]

The 2010 World Cup in South Africa and 2012 London Olympics are the latest examples of successful ‘nation branding’ plans. South Africa managed to surprise the whole world and break old stereotypes. It left the country an enormous legacy, promoting its image as a trustworthy and hospitable place to visit. The Olympics also left a positive mark on Britain:  the Nations Brand Index research, which rates 50 nations on criteria such as culture and tourism, found that Great Britain now occupies the 4th place, whereas before the event it was in 5th.

After the Cup: Potential Changes in Brazil

Because of Brazil’s great reputation for football – combined with its increasing relevance in the global sphere as a leader of BRICS (Brazil, Russia, India, China and South Africa) – Brazilians are beginning to worry about the future. They worry that the country’s current infrastructure (from airports to urban mobility and violence) will not support the torrent of visitors, and that the Brazilian team won’t win their sixth star.

Despite the fearful conversations and the lack of progress at building sites, our leaders are optimistic. Simon Anholt, another expert on the topic, says that “nation branding” should not over-promise or try to make a country appear to be something it is not. “Marketing teaches us that people cannot be deceived for long; that the higher you raise their expectations, the more completely they reject your offering when they are disappointed.”[2]

With the big tournament just months away, the country’s anxiety level is growing. Neymar, the golden boy, just got injured and became mixed-up in polemics. To top it off, a major construction accident happened in the stadium where the World Cup’s opening is supposed to take place. The clock is ticking and if Brazil wins the World Cup and everything goes smoothly, great. If not, let’s hope Brazilian leaders have a good crisis management plan and some other good tricks up their sleeves.

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With its market debut in Brazil coming in January 2014, Durex aims to change the practical, old-fashioned view Brazilians have on birth control, and instead foster the idea that using protection should not interfere in sexual pleasure. By using the results from Durex’s bi-annual report, The Global Face of Sex, the condom company also hopes to understand how sex education during adolescence can influence sexual behavior in adult life.

The Durex survey revealed that people who use protection when having sex for the first time are three times more likely to use protection throughout their lives. The study was conducted in thirty-seven countries, including Brazil. Approximately 30,000 people between the ages of eighteen and sixty-four responded to the survey.

With these numbers in mind, Tino entered into a partnership with Durex and Instituto Kaplan – a specialist in sexual matters – to enforce sex education in schools. The main intention of the action is to boost awareness of STD and HIV prevention among adolescents thirteen years and older. Teachers will be encouraged to promote the project, and will be provided with training and materials.

Based on the information gathered by the worldwide survey, Tino also plans to promote a talk show under the theme “Great Sex Moves You.” The show will involve a range of topics involving sexual behaviour can be openly discussed.

The official launch will be held January 21, 2014 at a press conference in São Paulo. It is the largest promotion planned for the brand in the coming year. Manufactured by Reckitt Benckiser, Durex plans to introduce its ‘sexual well-being’ concept to the country. Carmita Abdo, a Brazilian psychiatrist and sexologist, will be participate in the launch,as well as several Casal Sem Vergonha (The Unashamed Couple) bloggers who write and talk about their relationships and sex lives.

The Durex launch in Brazil is not only a great opportunity to bolster the Brazilian condom market, but also to raise awareness of the importance of safe sex—especially among young teens –and to break some old taboos among all sexually active people. Tino is excited to be part of such an important launch and is working hard to ensure its success.

The post Baring it All: Durex’s Long-Awaited Arrival in Brazil Maps Ways for Brazilians to Discuss Sex Honestly and Openly appeared first on GLOBALHealthPR.