Public communication for the fight against syphilis : an experience report of the campaign “ Eu sei . Você sabe ? ” ( 2020 – 2021 )

Introduction: Aiming at strengthening the discourse about syphilis prevention and promoting organic actions with strategies directed to digital communication platforms, the campaign “Eu sei. Você sabe?” (“I know. Do you?”) was developed and placed between mid 2020 and early 2021, within the scope of the project “Sífilis, não” (‘Syphilis, No’). Objective: In this article, we aim to report the planning and execution of this public communication campaign to combat syphilis by reflecting on the aspects of conception, strategic and creative planning, and placement of the campaign. Methods: The reflection was anchored in a descriptive study and in the report of this experience through a scientific narrative, considering the guidelines established in the planning and the period of execution (still under development). Results: The results of this campaign include the production and placement of various materials for digital circulation to disseminate content, such as cards (posts) for different social media websites in different formats; layouts for posters, banners and handouts (printed and digital); institutional website; card videos; sound spots; layouts for digital booklets and newsletters, among others. Conclusion: From the point of view of planning and production, the goal of the campaign was to contemplate the diversity of audiences with actions and materials, by adapting imagery, language and communication channels. It is not yet feasible to measure the reach or the audience size and response, although we can project it as positive in view of its context.