Whereas previous communications focused on the pain of having cleft, we highlighted ways repairing cleft benefits a child’s life. All materials were rebranded to be simpler, warmer, and more eye-catching. Direct response spots became more relatable, letting viewers see life before and after surgery through a child’s eyes. Our site featured stories of the amazing things people have done since surgery let our target more closely relate to those with cleft. And our new program, Smile Powered Deeds, lets people trade their services for donations to Smile Train, creating more ways for audiences young and old to participate.

We are only two weeks into the campaign, so results are still pending. But we’ve already seen a dramatic shift in response. The videos have been viewed over 5 million times, the new site has received over 100,000 unique visitors, the brand’s CEO has been interviewed by Forbes regarding the rebrand and new campaign, and our potential social media reach has already exceeded 4 million.