The Cleft Choir

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.

Cleft lip or palate affects your ability not only to speak but also to eat and breathe.
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.

Listerine believes that healthy breath and mouth should be accessible to everyone. Instead of showing a pitiful Fundraising campaign, we show Thais what a 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 song "You're my breath" without any instruments, by using only their voices and their fresh breath. This was led by Thailand's most popular music composer Boyd Kosiyabong and his team. We invited viewers to join the choir, by scanning QR code on the Listerine pack to sing along with the cleft choir.

Results
20 million views on the music video alone
88 million media impressions
5 million in PR value
50 children received proper cleft surgery after the campaign launch