ABOUT

The Brief
Fundación Sonrisas faced a structural communication problem: oral health inequality in Chile was severe, but invisible. Despite alarming statistics and long waiting lists, the issue lacked urgency, media attention, and political priority.

The brief was clear: Break the silence. Make oral health impossible to ignore. Install it as a national cause — not an aesthetic issue, but a matter of dignity and rights.

Our Approach
We identified that the real barrier wasn’t data — it was perception. Oral health had been normalized as a personal problem rather than a systemic failure.
So instead of communicating statistics, we created a physical metaphor.
We asked:
How do you make people feel what it means to lack access?
The answer was deceptively simple: a toothbrush without bristles.
A product that looks functional but fails at its core purpose — just like the system it represents.
We developed it as a premium product launch, using the language, codes, and aesthetics of major oral care brands. Then we seeded it directly to journalists, influencers, and opinion leaders. The unboxing moment was the insight in action: surprise → reflection → amplification.

The process combined:
Symbolic product design
PR-led strategy
Cultural timing (pre-election context)
Digital amplification
A clear call to action
We didn’t dramatize pain. We invited discovery.

The Result
The campaign transformed an invisible public health issue into a national conversation.
9.4 million people reached
311,000 organic interactions
30+ national media appearances
$140M CLP in earned media value
25 public figures joined voluntarily