Services
Brand design
Sectors
Non profit
Location
Saigon
Services
Brand design
Sectors
Non profit
Location
Saigon

A strategic approach to data-driven storytelling & brand activation for a non-profit organisation.

Operation Smile is a global non-profit organisation established with the mission to deliver safe surgery where it’s needed most. Around the world, Operation Smile gives children hope through its exceptional surgical care in treating cleft lip and cleft palate conditions. In Vietnam, Operation Smile has operated since 1989 and now celebrates its 30th anniversary. 

From an engagement with the Regional Vice President of Asia Pacific and also the Country Representative, we were inspired by the vision and mission of the organisation and the impact Operation Smile had made in Vietnam. We saw an opportunity to share this inspiring story among the diverse group of stakeholders that Operation Smile engages. 

 

The challenges & opportunities

1
1

How can we help a wider group of diverse stakeholders understand the breath and depth of Operation Smile’s role and what it needs to succeed?

2
2

How can the community understand, engage and support the cause?

A review of the current brand communication content and touch points was conducted to establish a baseline of branding practice and identify areas for improvement. This enabled us to recommend a strategically branded approach in how Operation Smile communicates its activities and activates its brand.

 

An impactful story told through data

An immediate opportunity was to communicate the value created by Operation Smile through simple data visualisation. We worked with the Operation Smile team to identify and bring clarity to the eight groups of stakeholders on which they impact. We uncovered the specific challenges that needed to be addressed for each group and quantified how Operation Smile had helped them.

A series of brand activation concepts under a strategic approach

Our interview insights and an understanding of the patient’s perspective formed the inspiration for a big idea. Three conceptual approaches were created, each with the potential to support a brand activation campaign:

  • Cleft of Smile
  • 30 Miracle Minutes 
  • Shapes of Smile 

Each concept was supported by a series of activities and organised by a strategic framework to help audiences move from awareness to action:

  • Aware: to enhance social awareness of the cause 
  • Engage: to create engagement amongst different target audiences from families to millennial’s & young adults
  • Action: to raise funds through donations from individuals and corporations.

The final direction was further distilled to focus on Operation Smile’s 30-year journey in Vietnam. The anniversary campaign of ‘30 minutes of Joy’ spoke of bringing hope to thousands of children.

Your ideas and suggestions, to be honest, are very inspiring.  We thank you for putting your time and efforts in allowing our team to continue our journey of helping those in need as well as making this world a better place for all of us.

Viet Nguyen
Regional Vice President of Asia Pacific & Country Representative of Vietnam
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