Situation:

Cleft lip or palate affects more than just physical appearance. It can also affect speech, eating, breathing.

Each year, more than 1,000 children in Thailand are born with cleft lips and palates. Those who don’t receive proper surgery face a variety of issues. Many develop at a much slower rate.

It is important for Thai people to understand the facts about cleft lip or palate so that they can provide the best possible care for children with this condition.

Brief and Objectives:

Listerine is a brand that promotes oral wellness. The brand decided to do a fundraising campaign to help underprivileged Thai children born with cleft lips to receive vital surgery.

We create “The Cleft Choir”. A joyful uplifting campaign to drive fundraising efforts by helping Thais see what healthy mouth can achieve.

We formed a unique choir made of children who had received proper cleft surgery to seek donations to help their cleft-affected friends.

They performed a special version of Thailand's all-time mega-hit love song “You’re my breath” to convey a message of love from cleft children.

We re-arrange this iconic song into new version, without any instruments, by using only their voices and their fresh breath.

This was led by Thailand’s most popular music composer Boyd Kosiyabong (Thailand's David Foster) and his team.

We invited viewers to donate and join the choir, by scanning QR code on the Listerine pack to sing along with the cleft choir in the music video.

Listerine believes that healthy breath and mouth should be accessible for everyone.

We aimed to showcase how cleft conditions affect a child's daily life beyond physical appearance.

While there are already many great sympathetically campaigns for raising money for clefts. To make this campaign stand out, we sought an empowering direction to highlight the positive effects of a healthy mouth.

Instead of showing pitiful promotional campaign, we show Thais what healthy mouth can achieve. By showing the impact of surgery, we can inspire them to donate and give these children the chance to have a healthy breath and a better life.

If breathing is difficult for cleft, what if they can sing?

We start by auditions for children who had already undergone cleft surgery, chosen to form “The Cleft Choir”. Trained by Thailand’s most popular music composer Boyd Kosiyabong and his team.

Then we promote the new and rising artists “The Cleft Choir” both offline and online by the poster which introduce each member in the choir.

Then we launched a recruitment ad to recruit consumers for fundraising and join the choir by scanning QR code on the Listerine pack to sing “You’re my breath” along with the cleft choir.

We then incorporated the footage of these consumers into the final music video.

This campaign become the most viral work that Listerine Thailand ever created.

with 100% positive sentiments in social

The music video received 20+ million views.

88 Million media Impression.

10 Million PR Value.

The song has been streamed in 55 country around the world.

"The Cleft Choir" got invitation to perform on big concerts event in Thailand.

Most importantly, the key objective was beautifully achieved...

50 CLEFT CHILDREN RECEIVED SURGERY!!!