Colgate’s ‘Smile for a change’ initiative campaign launches via George Patterson Y&R, Sydney
Colgate has launched an integrated campaign in partnership with The Smith Family and swimming legend Susie O’Neill to help make a difference to the lives of Australia’s disadvantaged children.
The Smile for Change initiative, developed by GPY&R Sydney, aims to start a movement encouraging Australians to help children in need by uploading photos of their smiling children to Facebook. For every photo uploaded Colgate will donate one dollar to The Smith Family.
A TV campaign supporting the Facebook app launched this week.
Says GPY&R executive creative director Julian Watt: “The campaign celebrates and preserves what we all know is critical to Australian life – the positivity of kids. We’re proud to be part of this idea.”
Poor oral health is a significant issue, particularly among the disadvantaged. While Colgate has a well-established, behind-the-scenes oral health programme, Smile for Change is designed to strengthen the emotional bond to the Colgate brand.
Dr Susan Cartwright, Scientific Affairs Manager at Colgate said: “The campaign message is simple, a child’s smile has such a positive emotional impact on all of us. When they smile so do we, so we are encouraging all Mums and Dads to donate a smile to make a real difference. The goal of the campaign is not only to make a difference for Australian children in need but to also continue our commitment of good dental health education with the dentist, parents and in the classroom with pre-school and primary school teachers.”
ECD: Julian Watt
Art Director: Chris Crawford
Copywriters: Lachlan Lazar, Bart Pawlak
Director: Gemma Lee, Collider
Post Production: Cutting Edge
Agency Broadcast Producer: Blake Kendell
Interactive Art Director: David Jackson
Interactive Producer: Natalie Frischknecht
Social Media Strategist: Tiphereth Gloria
Planner: Moensie Rossier
Account Management: Sasha Firth, Cormac Stanford
Media agency: MEC
6 Comments
nice one jules
I thoroughly approve of the uploading and sharing of pictures of children for money.
People aren’t even allowed to photograph kids at their first school play or at the beach because of security concerns, but you want to photograph thousands of kids and upload them to the web? Great cause but absolutely ridiculous and abhorrent idea. What the hell are you thinking? Get a new idea to raise funds PLEASE. And to “thoroughly approve of the uploading and sharing of pictures of children for money” you my friend are a moron.
Why don’t you throw an age limit in? Or better yet just let it go? Why not destroy a great idea because a few fools are all to PC.
you people who claim that you arent allowed to photograph children please post a link to the law that supports your claim. it may be requested by parents, clubs & sporting associations that photographs & videos not be taken but it’s up to the individual to cooperate. there is no law stopping people from takings photos or videos in a public place, & any person who tries to con me by claiming that such laws exist gets greeted with the royal F**K OFF!. this freedom does not apply to anyone taking nude or close up shots of certain body parts however. dont let people con you with claims of copyright either.
Regardless of this argument, I think it is a great idea. We need more innocent campaigns. I come from an advertising background and I would like the commend the team who worked on this, especially the head copywriter who I am guessing is Lachlan Lazar… This is a lovely ad and is a helping great cause!