Abra-Ka-Brush – Blending Magic, Neuroscience and Behaviour Change

Blending Magic, Neuroscience and Behaviour Change

What we do

Abra-ka-brush transforms education into an experience.

By blending behavioural science, storytelling, emotion, and simple magic techniques, it creates memorable learning moments that capture attention, strengthen recall, and help ideas translate into action. Created by Mario and Afonso, Abra-ka-brush develops educational products, workshops, conferences, and experiences that integrate magic, neuroscience, and behaviour change across health, education, and beyond.

Lectures & Workshops

Our Events

Workshop Dubai

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Conference Bratislava

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Lecture Madrid

Workshop Luzern

Our Products

Book – “The night when the teeth almost fell asleep without being brushed”

The book will be launched at the Portuguese Oral Hygienists Association Congress on April 24, and is now available for pre-order on our website. The book has a special launch price, valid until May 1st. Check it out in the Products section.

What if oral health and education became something the brain is more likely to remember?

Our book explores how magic, emotion and storytelling can be combined to support learning and behaviour change. Surprise captures attention. Emotion enhances significance. Storytelling offers meaning and structure to the experience. When these elements are linked to oral health behaviours, they help messages stay relevant beyond the moment they are delivered.

Our Mission

Equip health professionals with practical and psychological tools to improve communication.

Use magic to reduce fear and inspire curiosity about oral health

Learn simple magic tricks that engage and entertain, while educating

Understand the science behind magic and its psychological benefits

Explore evidence-based applications of magic in healthcare settings

Join Our Events

Our Creators

Meet the creators

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Degree in Dental Hygiene and Bachelor of Science with Master’s Degree in Health Psychology and PhD in Psychology. Professor since 1990, currently Director of the Dental Hygiene Degree Program at the Portalegre School of Health and Researcher in behavior change and daily oral hygiene. International speaker in oral health behavior modification and communication skills, having delivered numerous lectures In various countries of the world and official educator for Curaden Academy Recipient of the Sunstar World Dental Hygiene Award.

Prof. Dr. Mario Rui Araújo

PhD, MPsych, BSc(DH)

Degree in Health Sciences and a Master’s in Pharmaceutical Sciences, he bridges science and illusion in a distinctive professional path. A professional magician specializing in Educational and Close-up Magic, he is also an international speaker focused on communication, audience engagement, and learning through illusion. Actively involved with the Sintra Academy of Illusionism and serving as a Board Member of the Portuguese Association of Illusionism, he further works as a consultant and creator of tailored magical effects, he combines science and illusion in a unique way in his professional practice.