We found out FOUSP, Latin America’s biggest university and a world reference in scientific studies, uses baby teeth in hundreds of researches that ultimately improved public health and literally save lives. However, we also learned that, despite the fact they are constantly on the news asking for donations, they had only received 178 baby teeth in the last 3 years. People hadn’t understood the real importance of baby teeth yet. So, every single day, thousands of baby teeth that can be used by science are discarded, lost or forgotten. Besides that, children think they should wait for the Tooth Fairy to exchange their baby teeth for a coin. We realized FOUSP desperately needed an everlasting campaign, something that would make people understand, once and for all, that baby teeth are organs that can and should be donated.

We came up with a twist for The Tooth Fairy myth. For the first time, the Tooth Fairy herself told everyone a well-kept secret and revealed where she lives. It’s 'The Tooth Fairy’s Address'. Now, parents and kids know that the Tooth Fairy lives at FOUSP, where the scientific studies take place. So, instead of exchanging their kid’s baby teeth for money, they can encourage and teach them, at a young age, to do real good for other people, thus building positive values. And we made the process of donating really easy: all people need to do is to click on a button on the Tooth Fairy’s Address website and we send them a sealed envelop that is a consent form as well. This way, they can place the baby tooth inside and ship it to The Tooth Fairy at FOUSP, free of charge.

Making teeth donation easy wasn’t enough. We had to tell everyone on every pertinent consumer touch point this amazing news to ask parents and kids to send their baby teeth directly to the Tooth Fairy for free. We targeted parents and their 7 to 9 year old kids (the age when they usually lose their baby teeth). Then we listed every pertinent consumer touchpoint and created relevant materials for each of them: a children’s book, OOH, influencers and, of course, PR: we not only made the news but also had Monica, Brazil’s most famous cartoon character, make a donation on a comic strip. All these materials led people to the Tooth Fairy’s Address website where they could ask for a sealed letter/consent form and make a baby teeth donation for free.

We implemented the campaign with the help of scientists, dentists and teachers, spreading the message through every pertinent touch point. We launched the website with all the campaign’s materials in February. There, you also could order your sealed envelope / consent form on a click of a button. At the same time, OOH were placed near schools and parks. A week before that, we’d sent 200 Tooth Fairy’s dolls to dentists around São Paulo so the Fairy herself could ask for donations. On February So we launched a sharable animated short film and, on the following weekend, when the project was already spreading organically through social media. Influencers with 7 to 9 year-old kids shared it, boosting the audience’s engagement. In the end of May, we had significantly increased the number of donations.

• Our animated short-film had +2 million views and +300k shares;

• The Tooth Fairy’s Address’s story organically made into Brazil’s 3 most watched TV news shows;

• 85% conversion rate of potential donors on the website;

• FOUSP is now receiving 3,500 baby teeth every month;

• That’s 8 times the number of donations they receive in the last 6 years!

• The Tooth Fairy’s address made FOUSP’s Biobank the largest collection of teeth for studies in the world;

• And it is FOUSP’s most successful campaign ever!