The action was conceived by VMLY&R and promotes the O Poder do Sorriso campaign, in partnership with the NGO Turma do Bem
Colgate, through a partnership with the NGO Outdoor Social, will spread smiles in nine communities in four cities in Brazil.
Conceived by VMLY&R, ao promotes the O Poder do Sorriso campaign, which has a partnership with the NGO Turma do Bem and brings oral health to communities. The project uses the psychological phenomenon of pareidolia, which makes people recognize images of human or animal faces in objects and shadows.
The dwellings in Satellite City I and II, Jardim Santa Rita (Guarulhos-SP), Zona Perifrica (Franca-SP), Valria and Nova Sussuarana (Salvador-BA), Complexo da Mar, Vila Vintm and Rocinha (RJ) will have their windows transformed into symbols of optimism. Residents and local merchants who give up their facades for the action will be remunerated for the leased spaces.
Few brands manage to have a logo that represents their mission as well as Colgate and that’s what we explored in this action: the smiles that Colgate gives people, said Frederico Teixeira and Denon Oliveira, creative directors of the Colgate nucleus at VMLY&R.
Colgate’s activation will begin with a lecture on Oral Health, accompanied by an individual assessment performed by experts. Young people will also receive a Colgate Oral Hygiene Kit. Children and adolescents between 11 and 17 years old, students from public schools, will receive 100% free care provided by professional dentists.
The Power of a Smile of those projects that change people’s lives. The treatment of children and adolescents who present oral health problems will not only be punctual. Those selected will receive a referral letter after the action to start a full dental treatment until they turn 18, added Nelson Malta, Marketing Director at Colgate-Palmolive Brazil.
The company’s expectation that nearly a thousand children and adolescents will be evaluated, and at least 20% of them carry out follow-up until they reach adulthood, completes.
