A Smile for Oral Health.
Countless people live below the breadline in many African countries. In these circumstances, it is nearly impossible to have good oral hygiene. In a first for Colgate on the continent, the brand turned to PR to educate the public in Kenya and Mozambique about the importance of oral health care.
The campaign took its lead from the concept of Colgate Oral Health Month to:
- Create an activation to inspire, motivate and drive individuals to get free dental check-ups.
- Use PR as a potential centring point for the overall campaign design.
- Encourage consumers to develop a habit of brushing their teeth twice a day for two minutes.
- Enhance consumers’ emotional engagement with Colgate.
Our strategy included a stakeholder launch event where the importance of healthy oral hygiene was shared. A full media relations plan including interviews, press kit distribution and media engagement was compiled.
Campaign dynamics included a travelling activation using a mobile van where free dental check-ups were offered, which we supported with promoters who interacted with the public about the importance of oral health as well as encouraging them to take their #colgatesmilefie and upload it on Facebook for a chance to win a share of kshs10,000.