Instead of advertising to them, we brought a source of information for professional, educational and cultural development, to help low income people to get there. In partnership with an important NGO, we have created a portal to deliver essential information; we brought real stories of real people explaining how they got there, with a healthy smile; we even became their real business card.

In less than two months, Listerine Essential gained a 1.4% market share.

There were 60,000 visits to our website.And most importantly, it offered over 5,000 job postings and numerous openings for professionalizing training courses.