In a context of proliferation of hoaxes, unfounded advice or miraculous remedies and misinformation viralized on social networks, the Spanish Agency for Medicines and Health Products (AEMPS) has launched an institutional campaign that relies on subtle humor and everyday language to defend the role of science and evidence in health matters.

The campaign, developed by the Madresanta agency after winning the public contest called by the agency, revolves around the illustrated characters of Dolores and Remedios. Through their conversations, everyday situations are recreated that allow myths and popular beliefs to be contrasted with verified information.

Thus, Dolores embodies doubt, hoaxes and phrases such as “I have been told that…”. Remedios, in contrast, represents good sense based on science. It is she who remembers that “In health, only what is proven works”motto that closes the pieces.

Designed in a clean and close visual format, the campaign includes a 20-second animated spot for television and digital media, as well as radio spots and additional pieces that will be used for social networks, expanding the narrative universe and addressing topics such as pseudotherapies, the misuse of antibiotics or self-medication without medical control. This duo is joined by Angustio, a more extreme character who allows the introduction of topics such as denialism, anti-vaccine hoaxes or the misuse of medications.

The campaign seeks, in the words of the creative managers, “inform from nearby”without falling into alarmism or a technocratic tone, with the aim of restoring confidence in science through everyday life and enlightened dialogue.

The project also seeks to reinforce the institutional role of the AEMPS as guarantor of the responsible use of medicines and health products in Spain, at a time when communication channels are overwhelmed by contradictory, viral or misleading messages.