‘Masks For Smiles’ Campaign Serves Double-Purpose This World Smile Day

Operation Smile Thailand recently launched ‘Masks For Smiles’ to mark World Smile Day, a charitable PR campaign built around specially designed face masks to help raise awareness and funds for children with cleft lips and palates to get corrective surgery.

Created and directed by Suthisak Sucharittanonta, under Flare Studio Bangkok (BBDO’s content production unit), in collaboration with Gongkan, a renowned pop art painter, Operation Smile Thailand’s face masks feature a distinctive cleft lip smile, that serve a double-purpose to help save lives: to help protect those in the time of Covid-19 as well as raise awareness for those with cleft lips and palates.

To launch the campaign, Taya Rogers, a Thai actress and Smile Ambassador, is seen in a short film reminding people that wearing a face mask helps protect themselves and others, but in a twist, reveals that masks can’t save everyone.

The ‘Masks For Smiles’ cleft lip face masks were produced and delivered to celebrities and influencers to wear and share their photos and captions on Instagram and Facebook to help spread the message that masks can’t save everyone. Children with cleft lips and palates have the best chance of survival if they get corrective surgery within the first year of their lives.