CASE STUDY: Repositioning Communication in the Animal Health Sector
INDUSTRY: Animal Health and Veterinary Pharmaceuticals
PROJECT PERIOD: 2020 – Present
CLIENT: National Union of the Animal Health Products Industry (Sindan)
ROLE: Director of Communications
BACKGROUND
After seven years working in the crop protection sector, I was invited to lead communications for Sindan, the organization representing 85 veterinary pharmaceutical companies, which together account for more than 90% of the industry’s total revenue in Brazil.
Unlike traditional agribusiness, the companion animal segment operates under dynamics similar to the human pharmaceutical industry, combining health, prevention, and emotional care — which required a distinct communications approach.
CHALLENGE
Sindan, an institution with over 60 years of history, needed a complete redesign of its communication strategy. The goal was to modernize the organization’s image, strengthen sector credibility, and make communication more coherent and proactive amid industry transformation.
STRATEGY AND IMPLEMENTATION
As Director of Communications, I designed and implemented a comprehensive restructuring plan that included:
Updating the logo and modernizing Sindan’s visual identity.
Reorganizing the communications department and defining clear internal workflows.
Creating consistent sector narratives aligned with One Health principles and public health impact.
Launching targeted advocacy, awareness, and media engagement initiatives to elevate the industry’s visibility.
CAMPAIGNS AND KEY PROJECTS
OPEN EYE CAMPAIGN
In response to the rise of counterfeit and illegal veterinary products in Brazil — a growing concern that caused both financial and reputational damage — we launched the Open Eyes campaign. It mobilized public authorities, veterinarians, and companies to report illegal trade. Today, the campaign is officially supported by the Federal Council of Veterinary Medicine and the National Association of Veterinary Input Distributors.
JOÃO VACABRAVA CHARACTER
To promote disease prevention under a One Health concept, we created João Vacabrava, a fictional character who uses storytelling to explain symptoms and consequences of animal diseases that can also affect humans. This educational initiative reached both production and companion animal audiences through dynamic, accessible narratives.
COP30 SUSTAINABILITY POSITIONING
In 2025, Sindan collaborated with Health for Animals to prepare the animal health sector’s positioning for COP30, held in Brazil. For the first time, this industry was included in sustainability discussions within agribusiness, highlighting its vital role in producing sustainable, safe, and responsible animal protein.
RESULTS AND IMPACT
The sector’s core messages, developed in partnership with Sindan’s Board of Directors and Advisory Council, were consistently integrated into media outreach and story development. Between 2021 and 2025, Sindan achieved more than 1,000 media mentions, maintaining 100% positive coverage in national and trade outlets.
We also led the production of the Sindan Yearbook, coordinating all stages — from editorial planning and interviews to content editing, design, and printing. The publication now serves as a comprehensive report and accountability tool distributed to stakeholders, regulatory bodies, and policymakers.
ADDITIONAL EXPERIENCE
In addition to working with Sindan, we also supported Elanco during its spin-off from Eli Lilly, managing the communication strategy and building the company’s new communications department — previously integrated within Lilly’s structure. This project strengthened Elanco’s identity as an independent global leader in animal health.