UNAIDS Brazil and Africa Creative have been awarded a Bronze Lion in the Social & Creator category at the Cannes Lions International Festival of Creativity for the Cover It campaign (Proibidão Protegidão, in Brazilian Portuguese), which uses the popularity of Brazilian funk music to expand the conversation on HIV prevention. 

The award ceremony took place at the end of June in Cannes, France. The campaign was also shortlisted in the Audio & Radio and Media categories. 

Launched in April, the campaign uses Brazilian funk music, one of the ten most popular genres in Brazil, to strengthen HIV prevention messaging among young people which, according to Brazil's Ministry of Health  account for approximately 49% of all new HIV infections in the country. 

Brazilian funk is known for its explicit lyrics and strong connection to the urban peripheries and has a growing influence among Generation Z. Through a powerful visual campaign, UNAIDS and Africa Creative are bringing HIV prevention messages into a cultural space where sexuality is already openly expressed, but where information promoting autonomy, protection and informed choices about HIV and other sexually transmitted infections (STIs) is not always available. 

The campaign features some of Brazil's most popular funk tracks, including "Fazer Falta" by MC Livinho, with more than 230 million streams; "Flauta" by MC Mari, with over 10 million streams; "Vínculo Nenhum" by MC Davi, with more than 10 million streams; and "Empurra Empurra" by MC Drika, with more than 27 million streams. 

"Our partnership with UNAIDS is an example of advertising's public value. By bringing an issue into the public spotlight, the campaign demonstrates how creative ideas can raise awareness and inspire positive behavioural change," said Raphael Vandystadt, Vice President of Sustainability at Africa Creative.  

Often referred to as the "Oscars of Advertising," the annual Cannes Lions International Festival of Creativity recognizes outstanding campaigns, ideas, and innovations across communications, design, technology, and digital media.  

“This award highlights that HIV prevention and the protection of human rights are not only health issues, they are also communication issues that require messages tailored to different audiences. We must continue developing new ways of communicating if we are to achieve a comprehensive HIV response," said Andrea Boccardi Vidarte, UNAIDS Country Director and Representative in Brazil. 

UNAIDS’ campaigns have previously been recognized at the Cannes Lions Festival. In 2022, the campaigns "The Mirror – See Me As I Am" and "Unbox Me" received awards, with “Unbox Me” winning three Cannes Lions Awards. In 2023, Unbox Me was shortlisted once again and received three Spikes Asia Awards. The 2026 edition marks the first time that an initiative led by UNAIDS Brazil has been nominated at the Cannes Lions. 

Proibidão Protegidão campaign playlist