Design for Good - Innovative CSR Smile Kit

KULTURE Lab is a design laboratory helping brands discover their silver linings by generating solutions with local understanding and global relevance. WORKING WITH WORLDWIDE ARTISTS AND BRANDS THROUGH ART, DESIGN & CULTURE TO EMPOWER CHANGE. 

Problem 

According to the National Oral Health Program - 70% of children under the age of 15 have dental cavities and suffer from tooth problems such as bleeding gums, bad breath, sensitive teeth, receding gums and decayed teeth leading to poor oral health and teeth/gum diseases in the future. The sole reason is that 90% of Indian parents don’t care about their oral health, and 77% of parents and children don’t visit a dentist. 

Solution

Colgate x Kulture Shop's in house design team developed an innovative CSR initiative, the Smile India campaign. This initiative provides children, from the ages of 5-10 years, dental insurance worth ₹2000 across Mumbai and Delhi schools. Colgate’s Smile Bank provides a Smile Card attached to a brochure that looks like a bundle of  a ₹2000 note in the smile Kit distributed at the schools. The Smile card was created to make each kid feel special and responsible for their teeth. Each time that a child visits the dentist, they give the smile card instead of money and available free dental treatment till the age of 18.

Outcome

The kit was translated into multiple languages and dispersed by Colgate Palmolive India across the country. 

Bright Smiles, Bright Futures™ (BSBF): Started in 1976, this program offers dental care education and awareness among school children across urban and rural India, and has reached over 160 million children so far.

 Agency - Kulture Shop  
Client - Colgate Palmolive India   
Creative Director - Kunal Anand  
Design Lead  - Sneha Iyer

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