After the Lipstick day campaign last year, Smile Train realized that there is an under-representation of individuals with cleft. To kick off this effort, Smile Train and Tonic Worldwide collaborated to create the first cleft-inclusive image repository on Shutterstock. This repository is available for brands and organizations to use for their day-to-day communication, facilitating a small step towards significant change.
Following Smile Train’s video campaign last month, which urged brands to support cleft inclusivity, several brands have joined the effort. Notably, brands like Dabur Herb’l, So Good, Dabur Vatika and Brita India have joined the movement so far.
Josna Joseph, senior creative director, Tonic Worldwide, said, “The cleft inclusion campaign put into action a conversation we’ve all been a part of — the discriminatory beauty standards that run rampant in our industry and beyond. We’re definitely a step closer to where we want to be.
Our repository of images on Shutterstock has become a part of brand communications nationwide, with the campaign causing stirs with publishing mammoths like Brut. As an agency, our goal remains to practice what we preach in our future work.”
Rohit Bhagat, general manager, Life Health Foods India, said, “This campaign aligns perfectly with the philosophy of So Good because inclusivity has been at the core of all we do, and a beautiful smile is actually a part of our logo! From making milkshakes, coffees, and all beverages accessible to non-dairy consumers, to promoting inclusivity for all smiles, we are happy to have contributed to this campaign.”
Binit Kumar, category head of Oral Care at Dabur said, “At Dabur Herb’l, we believe that beauty comes in all forms, and every smile tells a unique story. Joining Smile Train India in their initiative, reaffirms our commitment to inclusivity and diversity. By showcasing the beauty of cleft-affected individuals, we aim to challenge societal norms and promote acceptance and celebration of all smiles. We are proud to be a part of this movement and encourage other brands to join us in spreading this important message.”
