To the majority of people, clefts are considered merely an aesthetic concern. However, without timely treatment, clefts can cause malnutrition, chronic infections, difficulty breathing and speaking, and even fatality.

To reach ambitious growth objectives, Smile Train needed to reach beyond legacy supporters and reposition cleft care as a necessary and life-saving treatment.

Our Discovery research identified three target audience segments, based on relevance and accessibility. We then mapped an audience journey that focused on breakthrough, engagement, and establishing trust.

Each touchpoint earned attention by correlating known audience interests — mental health, bullying, local empowerment, nutrition, etc — with Smile Train’s comprehensive programming. In this way we gathered a larger pool of attention and communicated a powerful brand story.

Clear copywriting, dynamic visuals, and a hopeful tagline brought new energy to the brand. Paired with their remarkable portraiture, the campaign connected to supporters across social, digital video, and digital radio.