Ogilvy campaign to help create awareness about Smile!

05 Apr,2013

By A Correspondent


Operation Smile India has teamed up with Ogilvy India and the Rajasthan Royals, to launch a very simple, yet revolutionary online campaign, using the power of social media to drive social change.  The campaign is – Tweet : #CleftToSmile, and it aims to create awareness around cleft deformity and available medical solutions, propel cognizance of the issue and generate funds for surgery and treatment of cleft patients across India.


Through the logo and the campaign that Ogilvy has developed, people will now have an easy way to express support for the cause, a logo for the cause and symbol of what Operation Smile does every day. The goal is to reach 1 million tweets by April 30 in the weeks around World Health Day, a time when corporations, foundations and policy-makers are listening hard.



Piyush Pandey

Piyush Pandey, Executive Chairman and Creative Director, Ogilvy & Mather South Asia said, “A smile is the most beautiful thing on a human being’s face. It is unfortunate at times that some children are deprived of it for no fault of theirs. It is our endeavour to make as many smiles come back to make the world a beautiful place. At O&M we are committed to do everything that we can to help Operation Smile India make a difference. Keep smiling!”


To support this cause and help the NGO achieve the target of 1 million tweets, one simply tweets {to:} #CleftoSmile. A live counter at www.CleftToSmile.com will be keeping track and give updates on the progress of the campaign. Besides Twitter, Facebook, YouTube and other platforms will also be utilized by sharing the campaign video.


Ranjit Barthakur, Chairman, Operation Smile India said, “One in 700 children in India is born with cleft deformity every day. While the world is battling with ailments such as AIDS and cancer, cleft deformity is among the most serious birth defects in the world. Lack of awareness has resulted in many children being deprived of a dignified life. Operation Smile India has achieved significant success in states like Karnataka, Gujarat, Assam and is launching a new Comprehensive Cleft Care Center in Jaipur in partnership with the Shri Santokba Durlabhji Memorial Hospital and the Rajasthan Royals by the end of this month…. but with over 1 million still untreated due to lack of resources, we need all the support we can get. We are looking forward to receiving significant support for this campaign and hoping to move a step closer to our goal of ‘Cleft-free’ India.”


Raghu Iyer, CEO of Rajasthan Royals, said, “We are truly honoured and humbled to be associated with Operation Smile and the #CleftToSmile initiative . As part of this association with Operation Smile and Shri Santokba Durlabhji Memorial Hospital, we are setting up a cleft-care center for surgery and post-operative care.”


Shilpa Shetty, co-owner of Rajasthan Royals, said, “The work being done by Operation Smile is truly path-breaking. As a mother I can say that there is nothing more priceless than your child’s smile. We, at Rajasthan Royals, are indeed privileged to have joined hands with Operation Smile to help bring smiles to millions of children. #CleftToSmile is a wonderful initiative and truly demonstrates the power of the digital medium.”


Globally, celebrities like Mariah Carey, Jessica Simpson, Eric Winter and Victoria Jackson are brand ambassadors of Operation Smile.


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