Brazil is one of the countries with the worst return on amounts collected with taxes for services provided to the population. This’s one of the reasons why there’re so many children with oral hygiene problems in poorer communities. They’re often ignored by public authorities as if they were invisible to society. That's why there are so many private initiatives taking place in Brazil, such as those carried out by Colgate to take care of people's oral health for free.

In 2022, Colgate entered into a partnership with an NGO to cover this space left by government institutions in 11 communities offering complete treatment for children until they turn 18. But there was a big challenge: how to publicize this initiative in these communities where the traditional media has no space and communicate with residents to register their children to receive the treatment for free?

The solution found for the problem not only served to communicate Colgate's initiative in the region, reinforcing brand awareness but also helped countless residents of communities who received for renting these spaces as a media vehicle. The use of this differentiated media remuneration format and the support of community leaders in disseminating Colgate's initiative made the brand a partnership with residents and a reference in matters related to oral health.

Colgate's initiative went beyond the boundaries of the 11 communities: we took the stories of the families who received the panels to social networks in a digital campaign reaching an even wider audience.

Reach Media: 67 MM

Impressions: 732 MM

900% raise in dentist appointments