LISTERINE and Watsons’s ‘Healthier Breath, Healthier Mouth, Healthier Life’ Campaign to Improve Lives of Children with Cleft Lip, Cleft Palate in Thailand
Latest nation-wide campaign aims to raise societal awareness on cleft patients; proceeds to fund surgical treatments through Operation Smile Thailand
Bangkok, November 1, 2022 – LISTERINE, Thailand’s most advocated mouthwash and oral health care brand, has partnered with Watsons Thailand and the Operation Smile Thailand to launch the “Healthier Breath, Healthier Mouth, Healthier Life” campaign to improve the quality of life of children with cleft lip and cleft palate in Thailand. The campaign aims to drive participation from the public to help these children receive the appropriate surgical treatment that will help them restore their lively smiles and improve their overall health.
Ravi Bordia, General Manager, Johnson & Johnson Consumer Health Thailand, said: “LISTERINE envisions a world where everyone, everywhere recognizes that a healthy mouth is an important part of healthy self. Cleft lip and cleft palate is one of the significant ailments that we treat seriously. The “Healthier Breath, Healthier Mouth, Healthier Life” campaign is inspired by Thailand as the “Land of Smiles”, but there are many underprivileged children suffering from congenital cleft lip and palate. They cannot afford to have a lively smile and eat food or drink water properly, leading to other health problems that affect their daily lives.
The campaign aims to raise awareness of this condition and encourage society into helping the disadvantaged young children with cleft lip and palate so that they can live a normal, healthier life like others and become widely accepted in society. This campaign is also reflective of the LISTERINE’s brand purpose, which is to inspire the world to discover the transformative impact of a healthy mouth.”
Commenting on the collaboration, Nuanphan Jayanama, Chief Operating Officer, Watsons Thailand, said “Watsons is committed to continuing its corporate social responsibility in order to grow the business in alignment with the corporate vision that gives priority to sustainable development. The company is ambitious to bring over 10,000 lively smiles to children with cleft lip and cleft palate by 2030 through support funds and contributions of around 250 million baht. We hope that the “Give a Smile” campaign will play a vital role in returning happy smiles to children with cleft lip and cleft palate so that they can stay healthy and live a normal life. The initiative is in line with the brand purpose “Put a smile on customer’s face today and tomorrow.””
The burden of Cleft Lip and Cleft Palate in Thailand
The Smile Foundation Thailand report highlights the information that Cleft Lip and Cleft Palate are the congenital orofacial clefts as a result of birth defects that occurred when a baby’s lip or mouth did not form properly during pregnancy. The cleft lip is an opening or split in the upper lip whereas the cleft palate is an opening or split in the roof of the mouth (palate) that occurred when the tissue did not fuse together during development in the womb, resulting in the palate not joining together completely.
The main causes of cleft lip and cleft palate are chromosomal abnormalities, inherited genes, combination of different genetic and environmental factors. The condition is also affected by external factors during the first three months of pregnancy such as malnutrition, adverse effects of certain medications or chemical substances and infections.
Campaign Mechanics: How You Can Contribute
The campaign saw a heartfelt revival of a sensational song called “Lom Hai Jai” (Breathe) with covered by a group of children who received cleft lip and palate surgeries. The original songwriter “Boyd Kosiyabong” is recomposing to create a new version of the song for exclusive use in this campaign.
Interested people can participate in the “Healthier Breath, Healthier Mouth, Healthier Life” campaign to help children with cleft lip and palate live a better quality of life by purchasing any LISTERINE mouthwashes and oral healthcare flavored variants at Watsons store. From October 11, 2022 until December 21, 2022, 5 baht will be donated for every bottle of LISTERINE mouthwash towards life-changing surgeries.
Stay tuned for the latest updates on the video campaign titled “Healthier Breath, Healthier Mouth, Healthier Life” and anticipate a new, uplifting version of “Lom Hai Jai” (Breathe) re-written by original songwriter “Boyd Kosiyabong” with hashtags #ลมหายใจดีเพื่ออีกชีวิตที่ดีขึ้น #HealthierBreathHealthierMouthHealthierLife. The beautiful, inspirational song is covered by The CleftChoir -the singing children who received cleft lip and palate repair surgeries with an aim to invite all people to join the charity campaign.
For more information, visit Facebook: @Mr.Listerine or https://www.facebook.com/Mr.Listerine/ or https://www.listerine.co.th/