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October 10, 2007
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.

Comments on this entry

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

Posted by: Anna at October 10, 2007 05:15 PM


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.

Posted by: Tord at October 10, 2007 09:10 PM


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...

Posted by: Martina at October 10, 2007 10:19 PM


Very good commercial from p&g; no good!

Posted by: markus at October 11, 2007 12:19 PM


Martina: The website says, in very small letters, "Minimum donation to UNICEF: $100.000", so Oral B won't look like a penny-pincher...

Posted by: Trendwatcher at October 12, 2007 03:06 AM


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

Posted by: Martina at October 12, 2007 07:57 AM


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

Posted by: Pablo at October 16, 2007 04:33 PM


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.

Posted by: aop at October 18, 2007 04:57 PM


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