How do you solve a national health crisis by showing the unpolished truth of a parent’s daily struggle?

Faced with a growing oral health crisis among UK children, Colgate chose a bold, honest approach: showing the everyday struggles of getting kids to brush their teeth. By replacing polished imagery with real, messy moments familiar to every parent, the brand created a powerful emotional connection. The initiative combined impactful visuals, digital tools accessed via QR codes, and a national school-based brushing program in partnership with the government.
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With over 1.2M impressions in 24 hours and a 65% rise in brand recall for its Kids range, Colgate successfully became a trusted ally for families and helped improve daily health habits across the country.