With Muskaan, the objective was to spread awareness about cleft across the country, especially the youth and also provide for corrective cleft lip and palate surgery through a cause-related marketing effort. In the first year of association, we had planned to commit to 100 surgeries in collaboration with Smile Train India, our NGO partner through their network of partner hospitals.
We launched an integrated campaign across digital, PR, advertising, radio and on-ground event to announce the launch of this initiative and spread awareness for the problem of cleft. We captured the life of a 14 year-old 'Jyothi' living with cleft and her transformational journey in a video to raise awareness. Along with a national awareness campaign, we even launched Muskaan in Karnataka through ETV Kannada with an aim to extend the campaign regionally and penetrate smaller pockets of the state.
Muskaan brought back natural smiles on the faces of 100 beneficiaries in its first year directly and plan is to double the number in the coming year.
Muskaan was able to build awareness about cleft and remove myths prevalent around it thereby bringing a transformation in attitude towards cleft and cleft patients.
Health Minister was part of the opening campaign on ETV leading to good support from govt. agencies in Karnataka
The awareness generated by this campaign served as a good reminder to past campaigns on cleft. Smile train field force found greater acceptance in holding camps for identifying patients.
205 destitute will receive free surgery as a result of Nimma Nagu Samajada Nagu and Muskaan association in Karnataka
And finally, Jyothi, who dropped out of school now plans to go back to school
The overall impressions were 145cr+ with a mix of TV, Radio, Print, Digital
The launch event received 150+ features across national plus regional publications with Advertising Value Equivalent of 100+ crore
The Video reached over 3.2 million people through the use of interactive banner ads via ad-networks like M-Canvas & Adspurse
#MuskaanbyHimalaya received 6500+ mentions, 600+ retweets on Twitter. 59,000 engaged users, 90,000+views, 45,000+ Likes, 1000+shares and 120 comments on Facebook and hence had a viral coefficient of 0.4. It was the trending top on Twitter for 12 hours
Mahesh Bhupathi, Soha Ali Khan and Mandira Bedi supported Muskaan pro-bono by tweeting the video link during the launch event
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