Smile Fight

Combining emotional storytelling with practical solutions, the campaign “Not every smile starts as a smile” addressed the UK’s oral health crisis by tackling poor brushing habits at home and in schools. It highlighted the daily struggles of parents, making the issue relatable and engaging. The campaign achieved 1.2M impressions within 24 hours, saw a +35% engagement increase from UK families, and drove a remarkable +65% brand recall for Colgate Kids items. The brushing program is on its way to reach 600,000 children, including those in the most deprived areas.