How Makewell helped give a voice to 13 million Brazilians

The Challenge: The invisibility of 13 million people

In Brazil, an estimated 13 million people live with rare diseases. These are patients who face not only the severity of their conditions, but also the silence of society, the slowness in diagnoses and the lack of access to adequate treatments.

When Casa Hunter, an association supporting patients with rare diseases, and Casa dos Raros, the first center in Latin America dedicated to the care, diagnosis and research of rare diseases, began their partnership with Makewell, the challenge was not just to "gain followers".

The challenge was to translate the urgency of these people's lives into communication that would mobilize society, the medical community and public authorities. How to communicate pain and hope without falling into sensationalism? How to transform an NGO into a national voice of authority?

The Solution: Communication that transcends the digital

Makewell understood that the strategy could not be limited to social media posts. Communication needed to be the engine of a movement. Over four years of partnership, the agency structured a communication ecosystem focused on authority, empathy and mobilization.

1. Community building and organic growth

The first step was to organize the digital home. With consistent content planning, focused on education about the diseases and humanization of the people behind the conditions, we helped both institutions build a solid community.

Today, Casa Hunter has more than 35 thousand engaged followers, and Casa dos Raros, inaugurated as a landmark in Latin American healthcare, has already surpassed 17 thousand followers. Together, they form a network of more than 50 thousand people united by a purpose.

2. National mobilization campaigns

Makewell was behind massively impactful campaigns such as "Futuro Não se Apaga" and "Somos 13 Milhões", the latter in partnership with one of the country's largest open TV networks. The visual strategy and tone of voice developed by the agency ensured the message reached not just patients, but decision-makers, helping to set discussions at the Supreme Court about access to essential treatments.

3. A national documentary series on rare diseases

The pinnacle of the Show, Don't Tell strategy was the communication around a national documentary series on rare diseases, available on one of the country's main streaming platforms. The series follows the journey of seven patients, showing their daily struggles and victories.

Makewell's role was fundamental in amplifying the reach of the series: we created launch campaigns, support materials and digital engagement that brought the work to thousands of viewers, proving that an NGO's communication can (and should) have the same level of excellence as major entertainment productions.

The Results: far beyond the likes

The long-standing partnership between Makewell, Casa Hunter and Casa dos Raros proves that true marketing is not measured in vanity metrics alone.

• Base growthFrom beginner profiles to a consolidated community of more than 50 thousand followers.
• Institutional authorityPositioning Casa dos Raros as a pioneering reference in Latin America.
• Cultural impactAmplification of national campaigns and a documentary series on one of the country's largest streaming platforms.
• LongevityMore than three years of continuous partnership, demonstrating Makewell's ability to sustain and evolve long-term strategies.

We don't sell posts. We build bridges.

The Makewell Philosophy in action

For Makewell, this case is the definitive proof of our positioning.

While mediocre agencies worry about explaining how the Instagram algorithm works, we use the algorithm to place a documentary series on one of the country's main streaming platforms and help ensure treatment for those who are in a hurry to live.

This is the power of strategic communication. This is the Makewell delivery.