Raising the awareness of society

‘Born’ in 2019 as ‘Nenê do Zap’, this character ‘grew up’ in 2022 and hit social media in a big way. Along with this came a new name. As Nelson da Silva Neto, or ‘Nenê’ (‘Baby’), the character has assumed a new visual identity, which has allowed his messages to achieve a wider reach, since previously they were tied mostly to WhatsApp.

With the aim of raising the awareness of the Brazilian people, especially families in classes C, D and E, Nenê continues publishing material on Instagram, Facebook and WhatsApp, with the innovation that he has started spreading content on YouTube and has launched a new website that offers users a better experience, with an improved search engine.

There is also a library focused on Nurturing Care themes, which has also served as a basis for the new planning of content across all the networks. The subjects that Nenê covers are now related to five pillars: development and playing; food and nutrition; conversation and interaction; health and wellbeing; and safety and protection.

Nenê’s results on social media in 2022 were consistent, increasing his reach and engagement. The project ended the year with a total of 15.9 million people having been impacted on Instagram and Facebook, a significant increase of 125% in relation to 2021.

Another important highlight has been that Nenê’s social media pages in 2022 experienced 247,000 interactions with users, demonstrating the engagement with the public in relation to the content on Early Childhood that is produced and disseminated every day.

Furthermore, the project is managing to have an impact on its target-public as proven by the study performed in October 2022, showing that 89.3% of Nenê’s audience belong to classes C, D and E.