When we think of the issues facing the homeless, we may think of drugs, crime, hunger, the cold but the startling reality is that without access to oral hygiene, the majority of rough-sleepers experience mouth pain. This major issue led Colgate to partner with the Change Please, an award-winning social enterprise to improve the oral care for the homeless. Historically, Colgate’s focus has been communicating product efficacy and value, designed to drive awareness and effective conversion to sales. That was not the aim of this campaign, this activity had an arguably much deeper and more important message to convey.
Plan
To cement this partnership, a 30” emotionally charged film was created focusing on the plight of Raphael, who experienced homelessness when he was 17 but was helped by Change Please three years ago. Whilst a previously untapped channel for Colgate, they utilised cinema to reach the emotive side of their target audience, using the shared collective experience, relaxed environment, and immersive viewing that cinema offers. Colgate bought into film packs themed full of family moments and positivity, running across 8 key films that aligned with optimistic sentiment.
Results
Cinema was pivotal in helping to raise awareness of the ‘Futures to Smile About’ initiative, in addition to boosting positive associations with Colgate as a brand. But the real success is helping those in need, who, without Futures to Smile About would be living day to day in excruciating pain.
Societal impact Already this year, Colgate and Change Please have seen 433 patients, with 191 needing specific dental help in the mobile dental service bus.
Brand perception Helped to boost associations that Colgate is a caring brand amongst those exposed (+13%).
+13%
boost in association that Colgate is a caring brand
433
patients seen by the Colgate and Change Please campaign in one year
191
patients needing specific dental help in the Colgate mobile dental service bus
