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World Smile Day 2023

Smile Train

credits

Title

World Smile Day 2023

Entrant

Smile Train

website

About This Project

Summary

-1 in 700 babies is born with a cleft, a serious and sometimes deadly birth difference -Smile Train uses World Smile Day in October to raise awareness around clefts -For 2023, our corporate partner Dentsply Sirona decided to pursue a Guinness World Records (GWR) title with us for the largest online album of smiling mouths -GWR challenged us to collect 20,000 photos for the record -We planned to collect photos via outreach to our medical partners, social media followers, and celebrity ambassadors

Goals & Objectives

We set 3 goals for this campaign: 1. Set an official Guinness World Record by Oct. 6, World Smile Day, in Worcester, MA, home of the iconic yellow smiley face 2. Garner top-tier media coverage 3. Celebrate people with facial differences—a key organizational priority

Results & Impact

-Collected 21,274 photos to set a new GWR title -Social media engagement increased across channels YoY, including 225% more IG impressions -253% more email and DM rev -US media blitz reached 760M+ -Our medical partners, patients, cleft community, and supporters reported feeling included

Recognition

Gold

Awareness Categories — Best PR or Earned Media Campaign

Bronze

Community Engagement Categories — Campaign - Non-Profit

2024

About the category

Campaign - Non-Profit

Campaign created by a nonprofit organization in an effort to raise awareness for a Health Cause. Project can include digital, broadcast or print advertising and marketing, product launches, rebranding, content marketing, social media marketing and PR campaigns.