In Pakistan, cleft lip and palate syndrome presents a complex challenge, often misunderstood as a form of punishment due to poverty and lack of education. Compounding this, access to affordable, specialized surgery is severely limited. 

Recognizing this critical need, Haleon, driven by its brand ethos of "Health with Humanity," partnered with the non-profit organization Smile Train. Grey was enlisted to create an impactful campaign that directly addressed these issues. 

We united on a common cause: for every Sensodyne toothpaste purchased from participating stores, Haleon donated Rs.50 to Smile Train, directly funding free cleft lip and palate surgeries for children in need. 

Restoring Smiles Through Haleon’s Purpose 

Famous

To ignite cultural value and amplify the campaign's reach, Haleon utilized a compelling strategy that brought together the everyday act of purchasing toothpaste with the profound impact of life-changing medical care. By reframing the well-known Sensodyne brand into a beacon of hope and transformation, the campaign combined heartfelt storytelling with practical action. It powerfully highlighted the stark reality of cleft lip's prevalence and treatability, while leveraging the purchasing power of consumers to fund critical surgeries. 

The strategic integration of digital platforms, influential voices, Out-of-Home (OOH) advertising, and in-store promotions created a powerful movement. This not only educated but also mobilized the Pakistani community, transforming societal perceptions and driving tangible change for children and families affected by cleft lip syndrome. 

Effective

• 150 Surgeries Funded: Over 377,000 units of Sensodyne sold 

• 7,000+ Products Sold Online: Boosting e-commerce impact

• 24M+ People Reached: With 52.6M impressions

• PKR 1.1M Media Value: Through extensive coverage in newspapers and news channels