How do you make Gen Z pay attention to HIV protection? It’s the first generation that hasn’t been frightened into caring. And it shows. Epidemiological data shows a significant concentration of new HIV cases within this demographic. According to the Brazilian Ministry of Health, 48.7% of new infections in 2024 were recorded among people aged 15 to 29. This trend aligns with the National School Health Survey (PENSE), conducted by Brazilian Statistical Institute (IBGE), which indicated that condom use among young people aged 13 to 17 dropped from 72.5% in 2009 to 57,2% in 2024.

Africa Creative and UNAIDS Brazil have harnessed Gen Z attention-magnet, music, transforming cultural content into a PSA tool.

Africa Creative and UNAIDS Brazil identified funk carioca, a rhythm born in Rio de Janeiro’s favelas that has become Brazil’s most dominant youth subculture, as the primary vehicle for communication. The project specifically focuses on “funk proibidão,” a subgenre known for its raw, explicit lyrics regarding street life and sexuality. The campaign used the Spotify Canvas tool, which features eight-second looping videos during track playback, to replace original visuals with animations promoting condom use. Featured tracks by prominent artists such as MC Livinho, MC Mari, and MC Pikachu accumulate approximately 300 million views on the platform, ensuring massive reach among Brazilian adolescents.

The decision by UNAIDS Brazil to use funk as a platform acknowledges the genre’s massive influence. By occupying the visual space of “funk proibidão” tracks, UNAIDS Brazil inserts the message of protection into a context where sexuality is already discussed openly, bridging the gap between cultural expression and the information necessary for informed choices.

“Adapting language and promoting HIV prevention communication based on autonomy and choice is part of the necessary shift for an equitable HIV response. It must meet the specific needs of groups, especially the youth population, which remains the most affected by new infections,” stated Thainá Kedzierski, communications and advocacy officer at UNAIDS Brazil.

“When we noticed that funk artists with explicit sexual lyrics weren’t using Spotify Canvas, we immediately saw an emerging media space. The meeting of entertainment and education in the same place,” added Rogerio Chaves, co-CCO of Africa Creative.

Participating tracks include Mc Livinho’s Fazer Falta, Mc Davi’s Vínculo Nenhum, Mc Mari’s Flauta, and Mc Pikachu’s Lá no Meu Barraco.

Credits:

Client: UNAIDS Brazil
UNAIDS Team: Andrea Boccardi Vidarte, Bruna Souza, Bruno Kauss, Daniela Dantas, Eduardo Almeida, Gabriel Borba, Gustavo Passos, Manuela de Castro, Pamela Abreu, Thainá Kedzierski

Agency: Africa Creative
CCO: Sergio Gordilho
Co-CCOs: Rogério Chaves & Fabricio Pretto
Creative Director Milena Zindeluk 
Head of Art: Cleber Pereira
Copywriter: Helena Passos, Marcel Macedo
Art Director: Sabrina Mesquita, Vinicius Montes 
VP of Special Projects and Creative Content: Juliana Leite
Director of Special Projects: Lica de Souza
Project Manager: Lucia Maia
Creative Producers: Laís Cattena, Giovanna Lima, Shari Saber, Andrea de Marques
Creative Production Assistant: Nadia Sobh

PR: Pororoca.ag
Audio Production Company: Sonido Audio
Music Director: Lucas Duque 
Executive Producer: Vanessa Raad
Production Coordinator: Anderson Soares 
Audio Post Production & Mix: Carla Cornea