Smile Squared has found a way to raise support for their brand and make the world a better place, one toothbrush at a time. Inspired by the charitable business models of companies like TOMS Shoes, Smile Squared has committed to donating one toothbrush to a child in need for every toothbrush purchased by a customer. Their goal is to provide 1 million toothbrushes to underdeveloped countries around the world.
Their battle against poor dental hygiene began when co-founders Eric and Geri Cope travelled to Guatemala and saw first-hand the impoverished conditions of the country’s dental clinics. Most children in the poorest communities didn’t have reliable access to toothbrushes or even clean water. Eric and Geri decided they could, and would, make a difference there.
Smile Squared wants kids to be able to smile and feel good about their teeth; it’s as much a self-esteem problem as it is a health issue. Children without access to toothbrushes would often recede from social settings, unwilling to let others see the horrible condition of their teeth.
One of their main goals is to raise more social awareness around this issue, and foster global participation in solving the problem. So far, it’s working. People love the idea, and their slogan, “It’s okay to share a toothbrush” is catching on.
Brands like Smile Squared build their image and perception over time and through their actions, which allow them to be passionate about what they love. Always remember that the decisions you make for your company play a crucial role in how consumers see you. Philanthropy is always empathetic.
And don’t forget, likewise, about the wellbeing of others. Take action in a good cause and support from your consumers will come. Branding is about falling in love with the brand, and a brand that supports social change cannot be ignored.
Let’s do #BRAIN-DING!
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