May 2026 – NOVA agency has created the national campaign “Agora Tem Especialistas” (“Now There Are Specialists”), an initiative by Brazil’s Ministry of Health that presents to the public the progress of the program designed to expand Brazilians’ access to specialized healthcare within the SUS public health system. Using a human-centered approach and focusing on real patient experiences, the campaign translates, in an accessible way, the achievements already reached by the program and its direct impact on people’s lives across Brazil.
Created in 2025, “Agora Tem Especialistas” integrates public, private, and philanthropic healthcare networks to expand access to specialized care, especially in regions historically underserved. Among the main results highlighted by the campaign are a record 14.9 million surgeries performed, more than 3 billion specialized exams conducted, the expansion in the number of accredited private hospitals, and reduced waiting times for procedures in different regions of the country.
The strategy includes six films shot across Brazil’s five regions and starring real people, reinforcing the country’s cultural diversity while highlighting the presence of SUS throughout the nation. “The campaign’s biggest challenge was bringing unity to such different stories, traveling through every region of the country and following characters with very unique realities,” says director Bruno Surian.
Among the pieces, the main 60-second film tells the story of Genivaldo Moura, from José de Freitas, in the state of Piauí, who lived with constant knee pain and eventually struggled to walk. Through access to the program, he was able to undergo surgery and is now recovering, symbolizing the initiative’s direct impact on the population’s lives.
“Filming in Piauí, the setting for the main piece, was a choice that emerged from the authenticity of the story itself. We sought to preserve the atmosphere of the place and people’s relationship with their daily lives in order to create a sensitive and relatable film, translating the transformation that access to healthcare can bring to people’s lives, especially in regions far from major urban centers,” says Cláudio Leite, Creative Director at NOVA.
The campaign narrative also highlights the program’s main structural pillars, such as the expansion of oncology services, the use of telehealth, the operation of mobile healthcare units, and the increase in the number of specialist physicians.
With nationwide distribution and a multiplatform approach, the campaign reinforces the Federal Government’s commitment to expanding access to public healthcare, positioning “Agora Tem Especialistas” as a key initiative to accelerate treatment, broaden access to consultations, and reduce waiting lines within SUS.
The media plan includes TV commercials, radio spots, Out Of Home (OOH) and Digital Out Of Home (DOOH) pieces, social outdoor advertising, and digital media. Created by NOVA, the campaign was produced by AGILE and Ilha Crossmídia, with direction by Bruno Surian and audio production by Elos Studio.
