In a recent campaign, oral healthcare brand Colgate developed illustrative posters to educate children in Myanmar about oral hygiene. With limited educational resources available in some of the poorest and most remote locations in the country, the brand leveraged local insights and traditional Burmese artwork to print posters on boxes used to deliver toothpaste cartons and spread their message. Local stores who received the toothpaste cartons were encouraged to up-cycle the packaging by delivering it to local schools for teachers to use in their lessons and classrooms. The posters also featured a toll-free phone number for teachers to call that provided recorded informational messages for the classes to listen to. Colgate’s campaign is a great example of a brand developing in-depth consumer insights and leveraging them to craft a multi-channel message tailored to their target consumer.
Read more about the initiative here.