By Our Staff
Smile Train, an NGO that provides corrective surgery for children with cleft lips, has been running a campaign for Cleft Awareness Month in July. The campaign is conceptualized and executed by Tonic Worldwide.
Talking about the campaign, Mamta Carroll, Smile Train’s Senior Vice President and Regional Director for Asia said: “At Smile Train, we believe that no matter who you are or how you smile, your unique face deserves to be celebrated. As a cleft-focused organization, we work closely with cleft affected individuals as they navigate their journey from cleft to confidence. National Lipstick Day is just one such occasion to celebrate the courage of our cleft warrior women! We are delighted to partner with Tonic Worldwide to bring focus on the stigma around clefts with this unique and powerful campaign.”
Added Josna Joseph , Creative Director – Tonic Worldwide: “Beauty, I believe, is absolutely personal. Imagine thinking twice about wearing a fun, pop colour that you love! That’s not right. You can’t find an image of a person with a cleft wearing a bright lip colour online. That’s not right! During the shoot, it took just one person (model) to wear a bright lip colour and that brought a smile to everyones’ face. From there on, it was all excitement, laughter and pouts. It’s pretty simple, it all starts with representation – which neither makes you too bold, nor too subtle – just normal. We’ve tried to take a small step. Hope it becomes a giant leap someday.”