29 June 2013

A Twitter-Friendly Emoticon To Raise Awareness About Cleft Deformity

[Click here to view the video in this article]

To raise awareness about the millions of children who need cleft surgery in India, Operation Smile India collaborated with Ogilvy India and the Rajasthan Royals, to drive a revolutionary online campaign called, 'Tweet :{to:) #CleftToSmile'.

The campaign leverages on the "power of social media to drive social change" through the innovative and 'online-lingo savvy' logo.

':{to:)' and the hashtag '#CleftToSmile' are both easily 'tweetable' and symbolically represents the cause and the 'actual surgery' that Operation Smile hopes more children can receive.

Chairman of Operation Smile India, Ranjit Barthakur, highlighted that "one in 700 children in India is born with cleft deformity everyday" and that the deformity is "among the most serious birth defects in the world," causing many children to be deprived of a dignified life.

Ultimately they hope the campaign can help move them close to their goal of a 'Cleft-free' India. To find out more about this initiative, you can watch the video below:

What are your thoughts about this campaign?

[via Campaignbrief.com, images via Operation Smile India, Rajasthan Royals and Ogilvy India]