Neuroscience Applied: Using neuroscience to optimize communications that generate social impact

Instituto Liberta, a Brazilian non-profit organisation fighting against the sexual exploitation of children, tested its TV campaign to maximize its effectiveness, which contributed to a 10.3% increase in abuse reports in Brazil.

Preface

How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an 10.3% increase of abuse reports in Brazil.

Project Background

Around 500,000 children and adolescents are sexually abused in Brazil, with most of them being between seven and 14 years old. Unfortunately, approximately a mere seven in 100 cases are reported. Topics such as child sexual abuse are important yet sensitive, and therefore the most difficult to publicize effectively. In 2017 Instituto Liberta (a new Brazilian non -profit organization...

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