Colgate Spreads Smiles in Poor Communities Across Brazil

Colgate will spread smiles in nine poor communities in four cities in Brazil. Through a partnership with the NGO Outdoor Social, housing in the neighbourhoods of Cidade-Satélite I and II (Guarulhos, SP), Jardim Santa Rita (Guarulhos, SP), Zona Periférica (Franca, SP), Valéria (Salvador, BA), Nova Sussuarana (Salvador, BA), Complexo da Maré (Rio de Janeiro, RJ), Vila Vintém (Rio de Janeiro, RJ), and Rocinha (Rio de Janeiro, RJ) will have their windows transformed into symbols of optimism.

The project uses the psychological phenomenon of pareidolia, which makes people recognise images of human or animal faces in objects and shadows. Residents and local merchants who lent their facades for the action will be remunerated for the leased spaces. Conceived by the VMLY&R agency, the action promotes the campaign 'O Poder do Sorriso' (The Power of Smile), which counts on the partnership with the NGO Turma do Bem and brings oral health to poor communities.

Children and adolescents aged between 11 and 17, students from public schools, will receive 100% free care provided by professional dentists. Colgate's activation will begin with a talk on Oral Health, followed by an individual check-up carried out by experts. These young ones will also receive a Colgate Oral Hygiene Kit.

“O Poder do Sorriso is one of those projects that change people’s lives. The treatment of children and adolescents who have oral health problems will not only be specific. Those selected will receive a referral after the action to start a full dental treatment until they turn 18”, says Nelson Malta, marketing director at Colgate-Palmolive in Brazil. “The expectation is that almost a 1,000 children and adolescents will be seen by our dentists, and at least 20% of them will continue their treatment until they reach adulthood”, he adds.

“Few brands manage to have a logo that represents their mission as well as Colgate does and that is what we explored in this action: the smiles that Colgate gives people”, comment Frederico Teixeira and Denon Oliveira, creative directors of the Colgate crew at VMLY&R.