Smile Train UK Charity PR Case Study

Bringing a global issue to a UK audience through education and driving an emotive connection

We have been working with global children’s cleft charity, Smile Train, for a number of years on a sustained UK PR campaign to raise awareness of the plethora of physical, mental and social problems faced by children across the world who are born with cleft lip and palate. Our aim has been to educate the UK public on the unique work Smile Train carry out in over 90 territories across the world and the ways in which receiving cleft surgery and comprehensive cleft care can have a life-changing impact.

In the UK, children born with a cleft lip and/or palate are treated very effectively via the NHS, with most people experiencing no physical issues after the age of 12. However, across much of the world, the situation is very different – with many communities throughout Asia, Africa and Central and South America not having the local medical resources necessary to treat children suffering with the condition. As a result, these children face a lifetime of complex medical issues, along with many social problems within their families and communities too.

Antoni Baqui, age 5, from Ecuador. He was born with bilateral cleft lip and palate.

Wang Li at home with family after cleft lip surgery

Our challenge has been to bring Smile Train’s cause to the forefront of public consciousness and ensure the plight of these children resonates with a UK audience through sustained consumer PR activity, media relations and low budget, creative PR and social media activations.

Key PR tactics we have used for our ongoing campaign have included educational feature creation, expert commentary, data stories, social media led activations around key awareness hooks – such as World Smile Day, celebrity and influencer engagement and case study placement of some of the incredible UK fundraisers who have a personal connection to the cause. Through this ongoing work, we have ensured that Smile Train UK and the topic of cleft lip and palate have remained a constant presence across the national, consumer and regional media and Smile Train have remained front of mind for any journalists writing relevant features or news stories.

As a result, we have significantly increased Smile Train’s profile in the UK and introduced them to a wide audience of potential donors and supporters.