The client, Operation Smile, had very little money and would prefer to spend every cent on operations (which cost about R4000 each). They asked us to create a cost effective and powerful piece that they could sell to raise funds and raise awareness of the problem facing many children and how easily it can be fixed.

We wanted our execution to be interactive in an easy and simple way - allowing people to quickly and simply experience the power of fixing a smile for themselves. Basically, we wanted to mimic the power of a donation. So we decided to make a birthday calendar (so it could be continuously used regardless of the year). We also wanted the piece to be positive and uplifting so we made the decision to illustrate rather than use photography, thereby avoiding the 'guilt trip' angle. Because this shouldn't be a depressing issue as it's easily and relatively cheaply solved.

Sales of the Calendar generated R250 000 - enough money to fix 62 children's smiles, 62 life changing operations. Further print runs are planned and the tool has further created positive PR and buzz around the organisation.