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SPREADING HEALTHY SMILES IN THE SUBURBS.
There are a lot of communities in Brazil unassisted by government and basic public services. And the void left by the institutions is also not filled by brands – not every market manages to enters the close streets and alleyways of these communities. Traditional media doesn’t work the same there.
In partnership with Outdoor Social, a community-led producing company, Colgate entered 11 low-income peripheral neighborhoods, the ones with the Free Oral Care program, filling them with billboards that used people’s houses to form smiling faces.