This local campaign builds on the touching appeal from the short-form spot featuring Roselyn Sanchez. In it, she reminds us that, “Every child is precious. Every child deserves to feel loved.” We’ll inspire even deeper feelings of empathy and maternal care with images of Reymart’s heartbroken face and the simple truth that—every child deserves to smile.
Each new element of the campaign—from billboards, to radio spots, to banner ads—builds on this image and language. Always reinforcing that with the viewer’s help, Operation Smile is the solution to helping children born with a cleft lip or cleft palate.