Operation Smile, in Brazil and internationally, offers free consultations and operations to people with cleft lip or cleft pallet. It’s moving work, performed mostly by volunteers, needs to be more widely known so that it can reach more and more people. To give the project national visibility, including rural areas of the country, Approach has implemented a multi-stakeholder approach.
We developed a communication strategy which involved health secretaries, municipal authorities, celebrities and local influencers. TV and radio were also really important for promoting mouth to mouth dissemination, for which some of the highlights were TV clips on Ação Global [Global Action] and TV Globo.
In 2015, the partnership between Approach Communication and Operation Smile resulted in almost 300 press materials. A growth in brand recognition manifested itself in more than 4,000 outpatient evaluations, 220 free surgeries and post-operation initiatives in cities where the humanitarian projects took place.