Brand
Himalaya Lip Care
Agency
WATconsult
Himalaya Lip Care undertook a charitable initiative to raise awareness and help children born with cleft lips and palates and bring a smile to their lives.
Objective
The brand wished to generate awareness about cleft lip deformity and also partnered with Smile Train India, contributing proceedings from the sale of their products on the occasion of World Smile Day.
Execution
They launched the initiative Muskaan, to raise awareness about corrective surgeries for cleft lip and palates, a deformity that affects more than 35000 children all over the country.
Not just raising awareness, Himalaya Lip Care lead by example, donating 2 INR from every lip care product sold by them, towards Muskaan, to support corrective surgeries for 100 cleft lip and palate patients from the country.
They utilized the reach of social media and used powerful visuals of children suffering from the deformity to engage and motivate people towards the cause.
These visuals depicted images of children before and after the corrective surgeries, along with information that would be helpful towards treating cleft lip and palates.
Showcasing the story of a young girl, Jyothi who was born with a cleft palate, showing people how corrective surgery sponsored by #Muskaan changed her life.
Himalaya also created a song for the initiative, sung by Sona Mohapatra that helped popularize it and draw the attention of social media users towards the cause.
Results
#MuskaanByHimalaya inspired people who had previously suffered by cleft lip and palate to speak up and voice their support for the initiative on social media.
The hashtag #MuskaanByHimalaya trended at the number one spot in India on Twitter. The campaign was covered by IndiaTimes and blog page, The Logical Indian which further helped the initiative reach around 3lac people.
Celebrities Mahesh Bhupathi, Mandira Bedi, and Sona Mohapatra helped spread awareness with their tweets.
On Facebook, the video of Jyothi's struggle with cleft lip reached 2.6 million people and received more than 694k views. The video also received more than 417 comments, 20k likes and 2.7k shares on Facebook, while on YouTube, Jyothi's video received 70.4k views.
#MuskaanByHimalaya accumulated more than 6500 mentions on Twitter, 12,270 impressions, 234 Retweets and 76 Favourites.
Himalaya’s official Facebook and Twitter handles acquired more than 3.9k and 130 followers respectively.
Harnessing the potential of social media, #MuskaanByHimalaya was a truly noble and triumphant step from the company.
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