For many children born with cleft lip and palate, the journey toward a confident smile can feel out of reach, especially for families from lower-income households. While cleft conditions are treatable, the cost of surgery can be overwhelming, leaving many families unsure of where to turn. Recent global studies show that 1 in 700 babies are born with cleft lip and palate. Many are unaware that these conditions can be addressed with the right support.
In light of this, Listerine, in collaboration with Operation Smile Philippines and Watsons, launched the #GiftASmile campaign last September 4. This initiative aims to raise awareness and inspire Filipinos to make a lasting impact by helping children with cleft lip and palate receive the care they need.
At the heart of the event, hosted by Listerine brand ambassador Mikee Reyes, was a shared mission: to educate families on the importance of oral hygiene and to rally support for cleft patients. Through volunteerism, referrals, and donations, the campaign seeks to provide children with life-changing comprehensive cleft care.
(L-R: Anne Clutz with her kids, Mother of children with cleft care; Ken Tort, RSLP Head, Speech Language Pathology Unit of Operation Smile Philippines; Alde Po, Kenvue Philippines’ Franchise Head for Oral and Self-Care; Emiliano Romano, Executive Director of Operation Smile Philippines; Miggy Gamboa, Listerine Philippines Marketing Manager; Sharon Decapia, SAVP for Marketing, PR, and Sustainability of Watsons; Mikee Reyes, Listerine Ambassador)
“Healthy smiles are for everyone”
As a proud partner of Operation Smile Philippines, Listerine underscores the critical role of good oral health in cleft care. Children with cleft lip and palate face an increased risk of oral diseases due to their condition, which makes it even more important to protect their smiles. “At Listerine, we believe healthy smiles are for everyone,” shared Miggy Gamboa, Marketing Manager for Listerine Philippines. “By promoting proper oral hygiene, especially for children with cleft, we can help protect them from oral issues early on, so they can grow up healthier and more confident.”
Operation Smile Philippines’ Executive Director, Emiliano Romano, also emphasized the urgent need for public support. “With an estimated 200,000 children in the Philippines still waiting for cleft treatment, many of whom live in remote areas, every bit of help counts. Referring a child to our program or volunteering with us can change their life, one smile at a time.”
Three brands’ transformative partnership
For Watsons, a long-time partner of both Listerine and Operation Smile, the #GiftASmile campaign aligns perfectly with their vision. “Our mission to ‘Look Good, Do Good, Feel Great’ is reflected in our continuous efforts to bring smiles to children with cleft lip and palate,” said Sharon Decapia, SAVP for Marketing, PR, and Sustainability of Watsons. “We’re proud to have Listerine by our side since 2013, transforming lives one smile at a time.”
Also joining the event was Anne Clutz, who shared her heartfelt experience as a mother of a child with cleft. “For families like ours, the work that Operation Smile and Listerine are doing is life-changing. Making surgeries accessible and promoting good oral hygiene means the world to us.”
The #GiftASmile goal
Through the #GiftASmile campaign, the goal is simple: give more children the chance to live with healthy, confident smiles. With Listerine’s dedication to oral health, Operation Smile Philippines’ free comprehensive cleft care, and Watsons’ commitment to health advocacy, these children are receiving the care and support they need to thrive.
To further their mission, Listerine will donate ₱10 to Operation Smile Philippines for every bottle sold (for the first 50,000 bottles of any variant or size) from September 22 to December 31, 2024. The funds will help provide speech therapy services for children with cleft conditions.
For more information on how you can support the #GiftASmile campaign, visit https://linktr.ee/OpSmilePhil or call (+632) 8351-1925. You can also follow @ListerinePhilippines on Facebook and check out participating Watsons Drugstores nationwide.