Results and Effectiveness

This project helped generate donations for the approximately 12,000 free surgeries provided in Vietnam. “I think this is a phenomenal idea that not only helps fulfill our organization’s dreams of helping more children but, more importantly, brings people together from many different industries and walks of life - all aimed at the same great cause.” -Nguyen Viet Phuong, Regional Director, Operation Smile ASIA PACIFIC

Creative Execution

The solution was to compare the cost of a child's reconstructive cleft lip and palate surgery with something of equal price in our target's purchasing life, like a fine wine, in order to generate donations. We placed Operation Smile labeled wine bottles in fancy restaurants, high-end supermarkets, and wine stores giving consumers the option of “purchasing” (and thus donating) them towards a child’s cleft lip and palate surgery that will change their life forever rather than spending the same amount on an evening’s worth of fine wine.

Insights, Strategy and the Idea

In Vietnam, the cost of a child's reconstructive cleft lip and palate surgery is $150 USD. But there is very little awareness of this low cost (as it is perceived to be much higher). Despite this fact, it's still a significant amount for a country with an average monthly income of less than $100 USD. So, Operation Smile wanted to reach the 'A' target segment, which has the financial means to make the contribution. The strategy was to increase awareness of the $150 USD cost of surgery and to prompt the ‘A’ segment consumers to consider using their expendable funds towards donations.