Leveraging the power of connection to fight the spread of Zika

PAHO Brazil used Facebook posts to reach over 500,000 people in under 48 hours with messages about preventing the sexual transmission of Zika

Introducing

PAHO Brazil

Pan American Health Organization (PAHO) Brazil is an international public health organization dedicated to serving people in 27 countries in the Americas. Its Brazil branch most recently responded to the country’s outbreak of Zika virus.

Campaign Goals

Sharing Life-saving News

PAHO Brazil needed to engage people who might be sexually active with effective communications about how to protect themselves from Zika.

Impact

PAHO Brazil used posts on its Facebook Page to reach more than half a million people in less than 48 hours with a critical message about preventing the sexual transmission of Zika.

Approach

  1. PAHO boosted a single Page post that both raised awareness about Zika being transmitted sexually and provided a solution for how people could protect themselves, and saw incredible results.
  2. Spending less than $600, PAHO Brazil was able to reach more than half a million people in less than 48 hours. More than 24,000 people engaged with this post, and more than 4,450 people shared it with their own friends, further spreading the message.

– 519,640 people reached in less than 48 hours

– 39X higher engagement than other Zika posts

– 4,450 people shared post

Campaign Creative

 

Campaign Lessons

“Brazilians are using Facebook to help take care of their friends. We were surprised with how many Brazilians never heard that Zika could be sexually transmitted. Although that information had been circulating in the press and on institutional websites for a while, it was on our Facebook Page that people learned about it. As a result, more than 5,000 people shared this post, reaching more than 600,000 people on Facebook.” – Luís Felipe Sardenberg, Communications Focal Point, PAHO/WHO Brazil