Internet comments have become a part of online culture all over the world. In our country millions of them are written each day. Often these comments include inappropriate and offensive words.Based on these insights we decided to help surfers avoid these words- we enabled them to clean up the comments using a unique technology. We created an innovative banner which opened up on top of the comments and allowed surfers to white out the dirty words in the comments with toothpaste strips.After the cleaning, the following message appeared "Colgate Total Professional Clean- keeps your mouth clean".

Over 2.000.000 unique surfers were exposed to the message and actively participated in cleaning the talkbacks.29,163 different comments were cleaned.