The “Nigrum Corpus” campaign by IDOMED (Instituto de Educação Médica), created in partnership with Artplan São Paulo, confronts the deep-seated racism within Brazil’s medical system through two powerful forms of engagement: a short film and an educational book. At its core is the gripping short film titled Corpo Preto, conceived from real-life experiences and the findings of the Mediversidade project led by Instituto Yduqs and IDOMED.
The narrative follows a Black man who endures microaggressions, indifference, and substandard care in medical settings. Cinematically, the patient is often blurred in frame, a deliberate choice symbolizing the systemic invisibility imposed on Black patients, while the cold, detached demeanor of healthcare professionals is starkly emphasized.
Corpo Preto premiered on April 1 at the Cinema Estação do Shopping da Gávea in Rio de Janeiro. The screening was followed by a panel discussion featuring experts like Dr. Amanda Machado and director Nany Oliveira, moderated by Annelise Passos of Artplan. This event aimed to spark critical conversations about racial bias in healthcare delivery. To amplify its message, the campaign incorporated out-of-home advertising, influencer activations, lectures, and further public screenings, all with the objective of fostering racial literacy in medical education.
Complementing the film is Nigrum Corpus – Um estudo sobre racismo na medicina brasileira, a pioneering book grounded in real testimonies. Distributed to medical schools nationwide, this text serves as an educational tool designed to confront and dismantle biases at their root within the medical profession.
With this dual-format approach—visceral storytelling through film and reflective learning through literature—IDOMED and Artplan crafted a campaign that transcends awareness, embedding systemic change into the future of medical practices in Brazil.
AWARDS
Cannes Lions 2025
CREDITS
Client: IDOMED (Instituto de Educação Médica).
Creative Agency: Artplan, Rio de Janeiro.
Creative Leadership, Chief Creative Officers: Rafael Gil Da Silva; Rodrigo Almeida (Monte); Marcello Noronha.
Executive Creative Director: Ricardo Weitsman.
Creative Directors: Victor Emeka Rocha; Eric Ribeiro; Felippe Mendonca.
Creative Team: Pedro Chaves; Kauan Sierota; Andressa Gomes.
Art Director: Ione Maria.
Production Company: Untitled/Brazil.
Director: Nany Oliveira.
Executive Producer: Karin Nantes.
Producer: Paula Soares de Sousa; Danielle Makauskas.
Head of Production: Felipe Cunha.
Production Directors: Daniel Caldeira; Jonny Stefanelli.
Director of Photography: Paul Bessa.
Editor: Daniela Guimaraes.
Motion Designer: Pedro Gebara.
VFX Supervisor: Marcell Hernandes.
Colorist: Marcio Pasqualino (Color Psycho N’ Look, São Paulo).
Post‑Production Company: Space Gorilla.
Executive Post‑Producer: Ana Ourique.
Sound Team – VO Record Director: Roberio Barbosa; Sound Engineers: Philip Braunstein; Enrico Maccio; Music Director: Hilton Raw; Sound/Music Production: Raw Audio.
Composer: Fernando Forni; Will Sebastiao.