Most boys and girls do not like to brush their teeth, which can convert the act of hygiene in a moment of conflict in families. An identifiable reality quE Colgate He wanted to portray in “Smile Figh” (Smile fight), the campaign with which it communicates the collaboration established with the United Kingdom Government To foster. better oral care habits.
Designed by VML France, The campaign is articulated around Claim “Not all smiles start with a smile”. Capture the daily difficulties faced by fathers and mothers by brushing their children’s teeth, immersing themselves in the harsh reality of tears, screams and tantrums, thus reflecting a daily and recognizable situation that involves a universal truth.
The campaign has a digital spot, made by photographer and director Peter Funch. The piece seeks to reflect, through three scenes, the chaos that many families experience during the time of brushing and, at the same time, transfer that oral care habits begin at home.
The campaign is also executed in outdoor advertising, with graphics in trains and bus stations and posters in residential areas. It also has activations in Printed mediaspecifically in publications oriented to family target.
The campaign communicates the oral care program launched by the United Kingdom Government, launched in collaboration with Colgate-Palmolive. Has a fund of 11 million pounds aimed at implementing the tooth brushing in schools and nurseries that they register voluntarily. The objective is to improve the tooth hygiene of 600,000 children between 3 and 5 years in England each year, especially in disadvantaged areas.
Colgate-Palmolive has committed to donate 23 million brushes and toothpastes In the next five years, as well as educational material for parents and caregivers and a public oral health campaign. All this with the intention of reducing health equality and guaranteeing access to oral education.
The agreement involves an extension of the Global Program Colgate Bright Smiles, Bright Futures (Bsbf), With which, in the United Kingdom, the company claims to have reached more than 18 million children throughout the country since 2014 with oral health education and donations of essential health and hygiene products.
“It is a fundamental initiative given the current levels of tooth decay in the child population”; Said Noel Wallace, president and CEO of Colgate-Palmolive, in a statement from the British government.”We want all children, regardless of their needs or circumstances, have the necessary information and tools to continue improving their oral health day by day”
According to the British executive, the most common cause of hospital admission of children aged 5 to 9 years is the treatment of caries. In addition, they share that 1 in 5 5 -year -old children have suffered caries in England, with higher rates, up to 1 in 3, in more disadvantaged areas.
