Brazilian Ministry of Health Carnival campaign 2003 (Kelly Key)
Also: Campanha de Carnaval 2003
The Ministry of Health's 2003 Carnival HIV/STI campaign targeted girls aged 13-19 with TV and radio spots starring pop singer Kelly Key, encouraging girls not to be ashamed of buying condoms or of insisting partners use them. Part of an annual Carnival condom campaign that the Ministry still runs.
- Years
- 2003
- Country
- Brazil
- Topic
- HIV/STI
- Asks people to
- StartTalk to someone
- Strategy
- CelebritySelf efficacy
- Channel
- RadioTV
- Audience
- YouthAdolescent girls aged 13-19, nationwide
Evidence
ProcessUnknown
Porto (2005): Ministry-sponsored national survey of 1,006 adolescent girls in 86 municipalities after the 16 Feb-3 Mar 2003 broadcast. The campaign reached the target group, was rated positively, prompted discussion among peers and was associated with more positive attitudes toward condom use. Post-only survey with no comparison group; attitudes, not condom use or STI outcomes.
Sponsor (who paid)
- Ministério da Saúde do Brasil (Programa Nacional de DST e Aids) Foreign government, funder
Credits (who made it)
Not recorded yet.
Sources
- Porto MP. [The fight against AIDS among adolescent girls: the impact of the 2003 Carnival campaign by the Brazilian Ministry of Health]. Cad Saude Publica 2005;21(4):1234-43 evaluation · 2005 · DOI 10.1590/s0102-311x2005000400026 · PMID 16021261
Research notes
Abstract read via PubMed 2026-10-22; SciELO full text returned 403. Creative agency not found. The Ministry has run Carnival condom campaigns every year since the 1990s; the 2026 edition ('Carnaval com prevenção', Gaby Amarantos) is credited to Calia (see agencies/calia.json), and civil-society groups (ABIA) have criticised some years for leaving out men who have sex with men. Evidence level 'process' because the outcome measured is reach and attitudes.
Record cases/brazil-carnival-campaign-2003.json, updated 2026-10-22· Link to this campaign