About This Project
Summary
Post em Branco, a platform dedicated to breaking the stigma around anxiety, has teamed up with Michaelis, Brazil’s largest dictionary brand, to bring a human touch to the definition of anxiety. From over 500 user comments on Post em Branco’s social media content, we curated the most impactful and incorporated them into the dictionary's entry for "anxiety," revealing the raw reality behind the condition.
Goals & Objectives
This unique collab, from social media to a dictionary, has opened an unexpected and innovative conversation channel for learning about anxiety, encouraging a more empathetic understanding of the condition and highlighting the importance of mental health treatment.
Results & Impact
Michaelis dictionary reached the top 3 in Google search for 2 consecutive days during the campaign, without paid media. Only the word "anxiety" accounted for 12% of unique traffic on michaelis.com.br. User interaction on Post em Branco and Michaelis Instagram profiles increased by 27%.
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