Parents tell everyday to their children that they need to brush their teeth twice a day. However, 29% of these parents don't brush their teeth a day. These children, with Signal's help, will remind their parents that them, as well, need to brush their teeth twice a day.

We realized that we had to find a different way of addressing this objective. We've all heard thousands of times that it's important to brush our teeth morning and night. However, we keep not doing it if we're tired or very busy. However, we don't allow our children not to brush their teeth twice a day, meaning that we're completely aware of its importance.

So, children would be the brand ambassadors to remind and convince adults about the importance of doing it.

In one week €400,000 earned media was generated. Oral hygiene habits improved by 74% and sales increased by 14%.