In 2019, Unicamp faced a challenging scenario. Like other public universities in Brazil, the institution was under strong political, economic, and informational pressure. Amidst this context, it became essential to reinforce the role of the public university and to make its achievements, impacts, and unique qualities more visible.
As a subsidiary company, Sabiá partnered with Unicamp on a pro bono project., with the aim of combating misinformation and showing, in an accessible and human way, how the university actively contributes to the construction of a more just society, through teaching, research, and outreach.
CHALLENGE
Structure and launch a marketing campaign capable of raising awareness among different audiences about the relevance of Unicamp to the community and Brazilian society.
The challenge was to create an emotional and engaging narrative that would stimulate social support and strengthen the positive perception of the Unicamp brand, transforming diverse audiences into active advocates for the university's value.
SOLUTION
More than a storytelling campaign, the project was conceived as a strategic initiative for listening, planning, and mobilization.
Planning and Research
The work involved integration between the Unicamp team, Sabiá, and partner companies. Appropriate communication channels were analyzed for different audiences, schedules were defined, and all project stages were closely monitored.
To support the action plan, we conducted two surveys: a field survey, in partnership with the Axxus Institute, and an online survey. In total, there were over 2,000 respondents, with an average positive rating of 94%, highlighting the recognition Unicamp receives for the quality of its teaching and research. The key insight was clear: this positive perception already existed, but it needed to gain visibility and a voice.
From this, we opted for an awareness campaign based on real stories: Our Unicamp.
#NOSSAUNICAMP
The concept #NossaUnicamp translated the sense of belonging to the university. The campaign reinforced the idea that Unicamp belongs to everyone and invited the public to actively participate in the narrative, sharing their own stories on a dedicated hotsite.
Real Stories and Digital Communication
The campaign gathered accounts from students, teachers, staff, researchers, entrepreneurs, influencers, and residents of the region. Simple, accessible, and real stories that showed how Unicamp impacts lives directly or indirectly.
The communication strategy included audiovisual testimonials, a hotsite, social media, and a press conference, expanding the reach of the message and strengthening the movement to value public education.
Access: www.nossa.unicamp.br
RESULTS
- 3+ million views No YouTube
- 2.4 million respondents in the online search
- Spontaneous mobilization of teachers, staff, students, researchers, business people, spin-off companies, HC staff, the Campinas community, and public bodies
- Conquest of earned media, with dissemination through media outlets and influencers
Testimonial
“The company was very agile and helpful in all cases. I was very impressed with the follow-up reports. Congratulations on the exemplary work. Keep it up!”
Marcelo Knobel – Rector of Unicamp
THANK YOU
Sabiá managed the project, its planning, and the creation of the concept and digital materials. The work also included a pro bono partnership with Instituto Axxus and the agencies Villea and BRSA, which were fundamental to the initiative's success.
