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Now, when you search for the meaning of the word "anxiety" in the Michaelis online dictionary, you'll also find real-life stories from people who deal with anxiety every day, taken from the comments on the Post em Branco Instagram content.

*CHALLENGE*
Over the last years, searches for anxiety and mental health content have tripled in Brazil. According to the World Health Organization, Brazil ranks as the most anxious country in the world. In 2021 alone, there were over 13.5 million searches for "anxiety," yet most top results are scientific and lack empathy. Meanwhile, the Michaelis Dictionary, Brazil's largest, faces a different reality.

With the rise of search engines like Google, dictionary use has drastically declined, despite its credibility and expert-curated content. The challenge is: how can we provide more human-centric mental health content while also reigniting interest in the Michaelis Dictionary, a tool many now view as obsolete?

*IDEA*
Post em Branco, a platform dedicated to breaking the stigma around anxiety, has teamed up with Michaelis, Brazil’s largest dictionary brand, to bring a human touch to the definition of anxiety. From over 500 user comments on Post em Branco’s content, we curated the most impactful and incorporated them into the dictionary's entry for "anxiety," revealing the raw reality behind the condition.

Now, when users search for "anxiety," they’ll find not only the technical definition and etymology but also real stories from people who have experienced the disorder. This unique collab has opened an unexpected and innovative channel for learning about anxiety, encouraging a more empathetic understanding of the condition and highlighting the importance of mental health treatment.

“This initiative adds a human touch to the Michaelis Dictionary by sharing real, unedited stories in an informative and creative way. It opens up a new channel for mental health information.” - Talita Jacomo, Marketing of Editora Melhoramentos

PS: All the messages featured in the AN-XI-E-TY Explained project were spontaneously posted or sent to the Post em Branco Instagram profile. However, we have chosen to preserve the name and profile image of each author.

*RESULTS*
For the first time, Michaelis dictionary reached the top 3 in Google search relevance for two consecutive days during the campaign, without paid media. Only the word "anxiety" accounted for 12% of unique traffic on Michaelis website. User interaction on Post em Branco and Michaelis Instagram profiles increased by 27%, showing strong engagement with the content.

The real stories featured in the dictionary entry resonated with influencers from various fields, leading to organic shares on their social channels. Major media outlets in Brazil also picked up the campaign's message, helping spread PR and amplifying the reach of this impactful initiative.