To create mass awareness that it takes as little as 45 minutes to perform a cleft lip surgery, we hijacked Africa’s biggest soccer match and operated on 2 boys during each 45-minute half.

We sent direct mailers to key influencers, inviting them to create buzz online and drive followers to @operationsmile on Twitter. We launched a 3-part mini-series which the influencers helped to distribute.

Episode 1 introduced patients. Episode 2 was about their transformation as they received cleft lip operations. The final episode showed their lives with new smiles. The series got picked by key online publications and TV networks.

On game-day, we used pre-game, halftime and postgame ad space for our medical team who directed viewers to follow the live operation on the @operationsmile Twitter feed. Fans who tuned in to support their team started following our minute-by-minute Tweets of the operations which was captured in the series.

Leading up to the game, we used multiple-channels with a single call-to-action: visit operation45.com to register a child, donate to the cause or volunteer. We sent direct mailers to key influencers, inviting them to create buzz online and drive followers to @operationsmile on Twitter. Over 22 million people engaged with the campaign – that’s more than half the population of South Africa.

Then launched a 3-part mini-series which the influencers helped to distribute. On game-day, we ran pre, halftime and postgame interviews which carried the same call-to-action.