A smile for Unicef
User generated content can create value for charities as well. In Argentina, Oral-B (a P&G brand) is currently running an integrated campaign to sell more products for mouth health, but also to raise money for Unicef.
The online part it’s interesting: users are invited to upload on a dedicated mini-site a photograph of their children smiling. For every photo uploaded Oral-B will donate 1$ to Unicef to help Argentinean kids.