Colgate encourages us to #SMILESTRONGBERSAMA

Colgate, together with Ogilvy Malaysia, has launched a new campaign entitled #SMILESTRONGBERSAMA, championing positive change within the community particularly during these uncertain times.

Amanda Klemm, Marketing Director of Malaysia, Singapore, Brunei and Indonesia said, “When faced with uncertainty and negativity, everyone has a choice. A choice to back down to fear or helplessness or to choose to let your positivity shine through. The power in a smile can change the trajectory of someone’s day, it can elevate the mood of a room, it can create uplifting energy.”

The pandemic has already brought about significant damage to the nation and many people have had their livelihoods destroyed.

While Malaysia did fare well in flattening the curve with the pandemic, we are now seeing a second wave that has added to the overall feeling of uncertainty despite great efforts by everyone to rebuild and overcome.

The campaign was created by Ogilvy Malaysia, in partnership with Red Fuse – WPP’s integrated global team, dedicated to its client Colgate-Palmolive.

Nizwani Shahar, Ogilvy Malaysia Chief Executive added, “We want to tell stories to the Malaysian people and invite them to join our efforts to #SMILESTRONGBERSAMA and spread positivity throughout our communities.”

The “champions of optimism” leading the #SMILESTRONGBERSAMA campaign include the following:

Juliana Adam, CEO of Biji-Biji Initiative

Jazz Tan Yee Mei, CEO and Founder of

Heidi Quah, Founder and Executive Director of Refuge for the Refugees

Bunga, an up and coming Hijabi Rapper and Musician in Malaysia.

The campaign features long-form content for each of the champions, along with integrated communications across TV, digital, in-store, e-commerce and public relations.

A “Donate a Smile” web platform will provide a means for people to make a change together with the #SMILESTRONGBERSAMA champions.

An Instagram filter captures smiles and encourages users to share on their Instagram stories. For every 5 smiles collected, Colgate will send a “Box of Smiles” to the marginalised communities and refugees of Malaysia.

The campaign runs from 27 October 2020 as a continuous and enduring multi-year campaign.

To view the videos click here:

To follow the campaign on Instagram click here:

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