Targeting primary school children with very little or zero access to traditional or digital media, the creative idea naturally led to a set of classroom posters that explained the importance of good oral health and how to achieve it. But the media question became how do we get these posters into remote rural schools in the first place?

We knew the Colgate distribution network was growing into the deepest pockets of the country. So we decided to actually print the posters inside of the large cardboard boxes housing the familiar red toothpaste cartons, knowing that they would reach the rural areas traditional media couldn’t. Once there, the local store owners would simply take the poster to the school they sent their children.

Furthermore, we made the posters interactive by providing a free phone number for teachers to call to be able to listen to recorded educational materials.

Turning Packing into Education was successfully rolled out in rural schools in Myanmar. The head teacher at the Basic Education Primary school #16 (Thankangyunn) declared it ‘an inspiring solution to answer our most pressing educational needs. Accessing the lesson plans via the toll free number felt like having an extra pair of hands in the classroom’. Following the success of this trial, Colgate now intend to roll out the initiative across the rest of Myanmar.

[Limited data is available at this time due to this being a new market and there being no established market share data available yet].