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A smile for Unicef

October 10, 2007 at 3:08 by Martina Comments

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.

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8 Responses to A smile for Unicef

  1. Anna says:

    this is definitely not a very good commercial from p&g no good WOM!!!!

  2. Tord says:

    How is that, Anna? My personal view is that this is a great way to create buzz about their product, and that it’s linked to children and smiling is a good link. And to integrate a way of making Oral B linked to the action supporting children in need is a way to get people to have a positive vibe towards the brand itself.
    I would like to see you elaborate on your views.

  3. Martina says:

    The only thing I would add is that until now people have uploaded about 1000 photos. This means that the donation is now at 1000$, if the numbers stay at this level Oral B will look like a penny-pincher…

  4. markus says:

    Very good commercial from p&g no good!

  5. Trendwatcher says:

    Martina: The website says, in very small letters, “Minimum donation to UNICEF: $100.000″, so Oral B won’t look like a penny-pincher…

  6. Martina says:

    Thanks for the note Trendwatcher, that’s surely a good news.

  7. Pablo says:

    Congratulations to my friends at Insite Latin America ( a well done job developing this site!

  8. aop says:

    This is great to know - I think a lot of advertisers are getting on the bandwagon for promotions like that.
    They win some good PR and help to raise good amounts of cash.
    I just wonder if this obscures what some companies do behind the scenes - or if it’s just throwing money at certain problems…
    Either way, it’s a step in the right direction.

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