To broaden brand awareness, Positivo decided to create a campaign primarily focused on mothers, indispensable figures of great importance in the educational ecosystem.

The “Education Has Changed” campaign featured presenters Fátima Bernardes and Patrícia Poeta, two prominent journalists who are also mothers, to lead conversations on the topic. More than 30,000 new students engaged in the activities, and there were 1.3 million visits to the campaign hub, which helped the brand re-establish itself as a leader in the segment while reinforcing its commitment to the well-being of society.