FFM USP, amanda selfie, campaign

I worked for 10 months for the Faculty of Medicine of the University of São Paulo (USP) as a communication coordinator for project PrEP 1519 (creative and strategic direction). The initiative also included the Federal University of Bahia (UFBA) and the Federal University of Minas Gerais (UFMG) and promoted the use of Pre-Exposure Prophylaxis (PrEP) for HIV by adolescent gay and bissexual men and young trans women aged 15 to 19. The project took place in three major cities of Brazil: São Paulo, Belo Horizonte, and Salvador. (sept/2018-july/2019)

///// Scope of work:

1) COMMUNICATIONS PLAN: design of strategy for channels and messages within four matrices: paid media, shared media (social media), earned media (press and influencers), and owned media (project’s channels: website, printed materials, street initiatives etc.).

2) CREATION OF PERSONA (CHATBOT): I created Amanda Selfie, Brazil’s first trans robot: a digital chatbot/service developed in partnership with technology company App Cívico that chats with LGBTQIA+ youths about sexual health and prevention, in addition to recruiting eligible persons to participate in the PrEP 1519 research, therefore, to use PrEP. Amanda Selfie chats with gay boys and trans girls in São Paulo, Belo Horizonte, and Salvador. Visit Amanda Selfie’s fanpage: https://www.facebook.com/amandaselfie.bot/

3) CREATIVE DIRECTION of editor Ika Eloah and designer Lucy Lazuli, trans women who co-created Amanda, her aesthetics and her language, with me.

4) COPYWRITING FOR ADVERTISING AND PUBLISHING

5) CONTENT MANAGEMENT FOR SOCIAL MEDIA

6) PR SUPERVISION: management of youtuber and communicator Lucas Raniel for the launch of Amanda Selfie and the campaign Vc PrEP @? for the general media and LGBTQIA+ influencers.

7) EVENTS PRODUCTION for the launch of Amanda Selfie in São Paulo in partnership with NGO Casa 1 and collective Helipa LGBT (photos below).