We transformed a common object that everyone has in their kitchen (an onion) into an icon that was able to spread Operation Smile's mission: Smiling Onion - The first onion that doesn't make you cry and gives a smile to children. An awareness campaign that started like a social challenge and became a new driver for donations.

25/11/ 16 - Italian volleyball champion Ivan Zaytsev

launched the challenge: cut an onion without

crying, share your video and tag your friends.

1st WEEK - Celebrities, singers, actors, bloggers and

athletes shared their videos with their fans

encouraging them to spread the challenge.

2nd WEEK - Press, brands and people started talking

about #SmilingOnion, Operation Smile Italy

and its mission.

1st WEEK:

Over 3.5 million video views on social, #smilingonion becomes a trending topic in Italy.

2nd WEEK:

Over 1 million shares and reactions on social media. Brands started using our onion for memes. Press and media started talking about Operation Smile Italia's mission.

FIRST MONTH:

Over 130 million impressions between digital, TV and press.

We were able to earn more then 2.2 million in media.