Listerine Raises Funds For Filipino Children with Cleft Conditions

THE PHILIPPINES: Cleft conditions such as cleft lip and palate affect not only the physical appearance but also the mental well-being of children and their families. Often, those from lower-income households shy away from seeking treatment due to its perceived high cost. Globally, approximately 1 in 700 babies are born with cleft lip and palate, and despite being treatable, many children go without the care they need. In response, Listerine, Operation Smile Philippines, and Watsons have teamed up to launch the #GiftASmile campaign, aiming to bring hope to children with cleft conditions.

Launched on September 4, following National Cleft Awareness & Prevention Month, the initiative seeks to inspire Filipinos to take action and help children born with cleft lip and palate. Through a combination of donations, volunteering, and referrals, the program aspires to make cleft care more accessible to families in need.

Raising Awareness and Support

The campaign event, hosted by Listerine brand ambassador Mikee Reyes, emphasized the importance of raising awareness about cleft conditions and promoting good oral hygiene for cleft patients and their families. These children are at higher risk of oral health issues, such as tooth decay, due to increased exposure to germs and bacteria. Listerine’s marketing manager, Miggy Gamboa, underscored this concern, stating, “Listerine believes that healthy smiles are meant for all…we can protect [kids with cleft] from oral problems as early as possible to prevent further issues.”

Working alongside longstanding partners, Operation Smile Philippines and Watsons, the #GiftASmile campaign aims to gather vital support, whether through donations, referrals, or volunteer efforts. This collaboration is seen as a crucial step in making a difference in the lives of children affected by cleft lip and palate.

The Ongoing Need for Cleft Care in the Philippines

Operation Smile Philippines’ executive director, Emiliano Romano, highlighted the scale of the challenge in the country, where an estimated 200,000 children with cleft conditions remain untreated. Many of these children reside in remote or rural areas, further limiting their access to care. Romano urged the public to get involved, stressing, “Each of us can make a difference by helping to transform the life of a child, one smile at a time.”

Watsons Philippines, which has partnered with Listerine since 2013, has also renewed its commitment to supporting children with cleft conditions. Sharon Decapia, Senior Assistant Vice President for Marketing, PR, and Sustainability at Watsons, reiterated the company’s dedication: “We continue to team up with Operation Smile Philippines to bring perfect smiles to children afflicted with cleft lip and palate through the #GiftASmile campaign.”

A Personal Perspective

The event also featured the personal story of Anne Clutz, a mother of children born with cleft conditions, who expressed her gratitude for the life-changing work being done. “Providing free comprehensive cleft surgeries to kids with cleft is so valuable, especially for less fortunate families,” she said, thanking both Operation Smile Philippines and Listerine for their efforts in making these surgeries accessible while also promoting the importance of good oral hygiene.

Supporting the Campaign Through Donations

To further support Operation Smile Philippines, Listerine has committed to donating ₱10 for every bottle of Listerine sold toward speech therapy for children with cleft conditions. This initiative will run from September 22 to December 31, 2024, with donations covering up to 50,000 bottles sold across all Listerine variants and sizes.

The #GiftASmile campaign brings together key players committed to changing the lives of children with cleft conditions through comprehensive care. From dental services and nutrition screening to speech therapy, the combined efforts of Listerine, Operation Smile Philippines, and Watsons are set to provide children with the confidence they need to thrive.