Smile Train, a nonprofit organization that provides life-changing cleft lip and palate surgeries to children in developing countries, began its local operations in the Philippines in 2001. In 2017, it engaged with Greenbulb Public Relations to raise awareness about its cause among Filipinos—those who needed surgery and who would want to help fund the surgeries.
The agency provided publicity support for 10 events held by the organization. It featured partner organizations, personalities behind the different activities, patients who have clefts, and noted landmark achievements in an effort to boost its public image. This resulted in PR values worth more than PhP101,732,894.00. The organization’s fundraising efforts were noted to have increased due to its publicity campaign, enabling it to conduct over 5,800 surgeries during the year.
The organization celebrated the 50,000th surgery in February 2018, marked by a visit from their global CEO Susannah Schaefer, and a check donation turnover by their active brand ambassador, actress Marian Rivera. As part of their engagement with donors and partners, Smile Train and Greenbulb launched the Smile Maker initiative in 2018, which aims to raise donations so that additional surgeries and comprehensive cleft care can be provided to Smile Train patients.
To drive awareness for the initiative, Greenbulb continued to build Smile Train’s reputation as the leading cleft charity in the Philippines and worldwide by positioning the organization as the top cleft charity in the Philippines and around the world. As a result of the agency’s efforts, Smile Train’s activities received media coverage. A total of 117 press pickups were achieved from print, online, and TV media over 11 months, generating a PR value of over P80 million.
With 96 pickups across print, online, and TV, the agency generated 27,885,266.11 in PR value in 2019.
Smile Train Philippines continues working with personalities and corporate entities to raise awareness about cleft and give children free cleft lip and palate surgery. Greenbulb Communications helps promote these efforts by providing strategic public relations support.
To date, Smile Train has achieved another milestone reaching more than 70,000 cleft surgeries. The organization also gained various partnerships with universities, hospitals, clinics, and foundations.