Execution

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. 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.