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Case Study · Healthcare · Video & Awareness

Ten million impressions. US$1.9K. 45 days.

The brief: produce and run a national breast-cancer awareness campaign for a renowned physician in just 45 days, on a R$10K budget (roughly US$1.9K) sponsored by pharma partners. I humanized the medical journey into an Illustrated Journey of 35 animated videos. By putting the right creative on the right channel, the campaign broke through the crowded Pink October noise with more than 10 million combined impressions, and carried vital information to hundreds of thousands of Brazilian women.

Educational creative: can a breast cyst turn into cancer?
Educational creative: what is mammary duct ectasia?
Educational creative: careful with fake news about mammograms
Creatives from the awareness series, translating complex diagnoses into approachable, human education.
Client
Dr. Silvio Bromberg
Role
Account Director
Focus
Video, Content & Paid Media
Timeline
45-day build
Channels
YouTube, Meta, TikTok
10M+
Combined impressions
222K
Completed YouTube views
~$1.9K
Total budget (R$10K)
35
Animated videos produced
45
Days to build
The challenge

A race against timing, tone and stakeholders.

This was not primarily a media problem. It was a problem of speed, sensitivity and accountability, all at once.

01

A record deadline

The client brought the demand only 45 days before Pink October, the most crowded and saturated window for women’s-health campaigns in Brazil.

02

A highly sensitive subject

Telling the story of the breast-cancer patient journey demands a tone that welcomes, educates and informs, without sounding too technical or overly dramatic.

03

Multiple stakeholders

The campaign carried the name of a renowned physician and healthcare opinion leader, but it was enabled and sponsored by partner pharma companies. That meant double accountability on both value delivered and compliance.

04

A hard resource limit

Just US$1,900 to both produce and nationally distribute the campaign.

Strategy & creative solution

The right way to say a hard thing.

The answer was not to spend more. It was to choose a human approach, produce at scale, and distribute with precision.

01

A gentle, illustrated approach

To break the technical barrier of a delicate subject and build identification with women over 25, I designed an Illustrated Journey through animation. The playful format made complex medical information easy to absorb, and deeply human.

02

Production at real scale

35 educational videos developed and delivered in a short window, a very high volume that covered the entire patient journey, from diagnosis to treatment.

03

A hybrid channel mix

Organic distribution on TikTok, Instagram and YouTube to build community and engagement, plus paid media focused on video (YouTube Ads and Meta Ads) with Reach as the objective, to democratize the information as widely as possible.

Execution

Making US$1.9K feel like US$19K.

With a clear objective, reach the largest possible number of women, I configured the paid campaigns for the lowest possible cost per thousand impressions (CPM), stretching every real to its limit. The vertical, short-form cut (Reels, TikTok and Shorts) drove high organic retention, which combined with paid distribution created a multiplier effect that carried the content far beyond what the budget alone could buy.

Right creative, right channel: the illustrated format was built for the feed, and the media plan was built for reach. Together they turned a minimal budget into mass distribution on a subject that usually gets lost in the Pink October noise.

10M+
Combined impressions on a US$1.9K budget
The results

A rare return on attention.

The ecosystem numbers told the story: more than 8 million impressions across Instagram and Facebook, and over 2 million on YouTube, for more than ten million combined.

The most telling number was engagement. 222,000 completed views directly on the client’s YouTube channel, proof that the audience did not just see an ad, it actually consumed the education.

8M+
Meta impressions
2M+
YouTube impressions
222K
Completed views
The hub

One home for the whole series.

Beyond the ads, I built a dedicated hub on the doctor’s own site that houses all the videos, organized by the patient’s journey. The education keeps working long after the media budget runs out.

silviobromberg.com.br/jornada-cancer-de-mama
Illustrated Journey hub page built on Dr. Silvio Bromberg's website, with the campaign banner and video gallery
Visit the live page
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