The Brazilian NGO Operation Smile (Operação Sorriso) contributes with the treatment of children with cleft lip and/or palate. To raise funds and encourage the population to contribute with their cause, the ad agency created and put up for sale a whole lipstick line specially developed for the NGO. The idea was to give back a smile to the children and at the same time embellish the consumer's smile.

First we communicated the launch of the lipstick. Now, we need to popularize and increase its sale to make the NGO better known by the public, associating rational and emotional benefits for consumers. Sensitize people with the cause so they purchase the Operation Smile lipstick on the Internet or from Contem 1g high-street stores.

1. Launch event and distribution of Press Kit.

2. Media

3. Contem 1g new Colors Campaign

215 journalists from specialized beauty press, lifestyle and third sector have received the lipstick box as a press kit.

98% have responded to the action and posted about it in their social networks/websites.

We had partnerships with 18 news media vehicles that posted about the lipstick and gained media in at least 390 news media vehicles.

So far, 50,000 lipsticks were sold, new colors are about to be released and the Operation Smile lipstick was definitively adopted by Contém 1g in their products portfolio.