Senses of Birth: An interactive and provocative exhibition to change the culture about childbirth in Brazil

The Senses of Birth exhibit is an innovative educommunication action that seeks to contribute to a change in culture regarding childbirth in Brazil, giving incentive to normal childbirth and making a case for the reduction of unnecessary cesarean (C-section) rates. It is an immersive and interactive exhibition that articulates languages and techniques to raise awareness and instigate the general public, in a playful manner, to increase knowledge and promote a critical position on the subject. The article describes the strategies and devices used to raise the public's awareness and involvement in the debate concerning childbirth care, as well as analyzes the effects and changes in the visitor's knowledge and perception about childbirth. The results show considerable changes in opinion and perception favoring normal childbirth and an increase in knowledge related to forms of childbirth care and best practices, revealing the potential of this educational health strategy.