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.
![Colgate smile pic 3](https://www.bcw-global.com/assets/Colgate-smile_pic-3.png)
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.