IDOMED | NIGRUM CORPUS | 2025
The Book That Believed Education Was the Cure / IDOMED "NIGRUM CORPUS"
"If racism is a disease, the cure is education." To bring that idea to life, a Brazilian medical education institute didn't make a video or a social campaign — they made a book.
The problem
In Brazil, Black patients are six times more likely to experience medical errors. Despite Black people making up 55% of the population, this gap has gone unaddressed. IDOMED's research found that the root of the problem wasn't in hospitals — it was in medical school education itself.
The insight
Bias isn't a matter of individual personality. It's a structural problem built into the curriculum from the start. So instead of targeting hospitals, they aimed straight at the medical schools that train future doctors.
The idea
The book is beautifully bound, layering anatomical diagrams with floral imagery, created using a mix of illustration, 3D design, and AI. Alongside it, a short film called "Black Body" was produced, showing a Black man enduring microaggressions — deliberately shot out of focus. A choice not to show, on screen, a presence that has always been made invisible.
What happened
Starting with a screening in Rio de Janeiro, the campaign expanded into out-of-home advertising, talks, and additional screenings. 17 educational institutions adopted it, and it even reached the hands of the Minister of Health. At Cannes Lions 2025, it won the Grand Prix in Industry Craft and Gold in Health & Wellness.
Afterthought
The disease is racism, the cure is education — so the medicine becomes a book. The beauty of that logic says it all. This isn't an ad made to go viral and fade away. It's a book trying to change what medicine looks like ten years from now.
Awards
- Cannes Lions Grand Prix 2025
