Colgate’s “Smiles Everywhere” campaign was a significant social initiative launched in Brazil in 2022, focusing on improving oral health among children in underserved communities. The campaign went beyond traditional product promotion, aiming to create a lasting impact on people’s lives.
Campaign Overview
Problem :
Many children in Brazil, particularly those from low-income communities, lack access to proper dental care. This leads to a range of oral health issues, affecting their overall well-being and confidence.
Solution:
Colgate partnered with the NGO “Turma do Bem” (Team for Good) to provide free dental care to children in 11 underserved communities across Brazil. The campaign also involved a unique creative element to raise awareness and engage the community.
Campaign Objectives :
Improve oral health among children in underserved communities. Raise awareness about the importance of oral hygiene. Enhance Colgate’s brand reputation as a socially responsible company. Foster a positive impact on the community.
Target Audience
Children aged 11-17 in underserved communities in Brazil Parents and caregivers of these children General public
Campaign Execution
Partnership with NGO: Colgate collaborated with “Turma do Bem” to identify and reach children in need.
Free Dental Care: Provided comprehensive dental treatment, including checkups, cleanings, and necessary procedures, to children in the targeted communities.
Creative Activation: Transformed residents’ homes and businesses into “smiling faces” using a phenomenon called pareidolia. This created a visual impact and generated buzz.
Community Engagement: Involved residents in the campaign by compensating them for using their buildings as “canvases.”
Campaign Impact
Colgate’s “Smiles Everywhere” campaign is a powerful example of how a corporation can use its resources to create positive social change. By going beyond product promotion and focusing on the well-being of the community, Colgate demonstrated its commitment to being a responsible corporate citizen. Media and PR: Leveraged media and public relations to amplify the campaign’s message.
Impact and Results
Colgate’s Smiles Everywhere campaign achieved remarkable success, reaching 67 million people and generating 732 million media impressions. The campaign led to a significant 900% increase in dentist appointments, highlighting its powerful impact on both awareness and action.
Lessons Learned
Partnerships with NGOs can be instrumental in driving social impact. Creative and innovative approaches can generate significant attention and engagement. Addressing unmet social needs can strengthen brand reputation. Measuring the campaign’s impact is crucial for future initiatives.
