RB enlisted heavyweight local superstar Ivete Sangalo to release a campaign song with a twist – a call to clap for Brazil. Across social, in the media and of course in the song itself, the campaign cleverly incorporated a call to action to millions to raise awareness of the issue.

Brazil and the wider world were mobilised by movement. All it took was a clap to take back control of the rhythm and bring the world’s most colourful and cosmopolitan culture back to life once again.

The campaign launched at the highest peak of the Zika epidemic. It all started with a Press conference jointly led by Ivete and the RB team presenting the #clapforbrazil music video and initiative – simple easy steps can help protect you and your family from the Zika virus, watch Ivete’s video and #clapforbrazil to show your support for the cause. Ivete with some amplification from a group of 20 influencers (from the entertainment, music, film, sport world) started activating the campaign on her social platforms with teasers, leading up to the full music videos and choreography tutorial video, inviting fans to show their support and share their own interpretation of the #Clapforbrazil choreography. With some paid media support (Spotify, Vevo), the movement gained traction online and reached +5M social engagement in the first 10 days.

Views, likes, comments continued to grow as the #clapforbrazil music and videos were being shared by the Brazilian fans and supporters online and on their social platforms. In a month, the campaign registered +12MM in social engagement including all the organic fans and supporters posts and comments endorsing the cause and sharing their own version of the #clapforbrasil dance. The #clapforbrazil movement was living on its own showing that the power of music can help insert basic educational messaging into culture and raise population’s awareness even when it relates to a dramatic health crisis.