Parents tell everyday to their children that they need to brush their teeth twice a day.

However, 29% of these parents don't brush their teeth a day. Children, with Signal's

help, will remind their parents that them, as well, need to brush their teeth twice a day.

Pepsodent sent a group of people from the brand to a school in Buah Batu, a district of Bandung, Indonesia. They met with the children from the school and had a brainstorming session with a clear goal: think up ideas to convince the parents that they should brush their teeth day and night.

The best idea was the following one: do the same as the parents do with them so that they brush their teeth, such as not letting them play football, or watch football, or go without dessert and the list continued.

How, then, could this be achieved?

The children thought that it would be a good idea to have a special toothbrush that told us if the parents brushed their teeth or not. So, with this request, we developed a special toothbrush with hidden tracking chips and a GPS system and we gave them to all the adults in the district as a free sample.

We set up a giant screen in the square that monitored each toothbrush in real time showing the general percentage of adults who brushed their teeth twice a day.

We spoke with the city leaders and asked for permits to undertake the actions.

So when the adults went to play football, just as had occurred to the children, the adults were unable to play. We also interrupted the TV channel with high frequency interceptors and they were unable to watch football. In the bar they were refused dessert. The children thought up these repetitive and boring songs to remind people when it was time to brush their teeth but aimed at the parents and this is what we did. The days went by and the adults gradually began to brush their teeth. Within one week, 100% of the adults that were brushing their teeth with the toothbrushes with GPS, were brushing them twice a day.

We held a party in the square, not only because the football came back, as did the desserts, and everything returned to normal again in the district, but also to celebrate that as well as saying it, now the adults brushed their teeth twice a day.

Subsequent studies showed that 80% more adults in Buah Batu now clean their teeth.

Pepsodent became the top oral hygiene brand.

The action reached both adults and children.

This idea has now turned into the brand’s global oral hygiene awareness campaign.