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Colgate Smiles for Change

An integrated campaign for Colgate in partnership with The Smith Family to help make a difference to the lives of Australian disadvantage children.

The Smile for Change initiative aims was 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 donated one dollar to The Smith Family.

With 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.