Listerine Clean Start is an on-going campaign using unique mouth illustrations aimed to remind people to rinse away negativity they expressed during topical issues and events.

The campaign began during the latest elections season in The Philippines and continued on to other timely holidays and issues such as International Women’s Day, the immigration ban, Philippine Independence Day, Pride Month, and even World Oceans Day.

In its own little way, the campaign helped lessen the hate in social media and helped give everyone a Clean Start.

All of the mouth illustrations were crafted based on certain holidays and events that draw hate from social media. Every mouth was a unique character and design, and all the messages were in handwritten typography to reflect the current and personal statements of hate commonly thrown around online.

The mouth illustrations always started with the hateful words or sentiments that needed rinsing, and concluded with an action that will lead to a clean start.

The posts were uploaded on Instagram and/or Facebook as the discussions on certain holidays were still ongoing in order to be relevant in Listerine’s call for a clean start. All the illustrations were aggregated into an Instagram feed that people can go back to and see the different ways to have a clean start for every event.