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Tooth Fairy’s Addres

Tooth Fairy’s Addres | Faculdade De Odontologia | Y&R
Download Download JPG | 2337x1652px
Industry: Beauty & Health
Style: Minimalism
Why is this work relevant for Brand Experience & Activation?

The Tooth Fairy’s Address is ludic, fun initiative that promoted a real cultural change. Through this integrated experience, people understood the importance of baby teeth and how parents can teach a valuable lesson to children through them. So much that it had already changed a cultural perception in Brazil regarding baby teeth. The campaign’s main goal was to get as many baby teeth donations as possible. In only two months, received 250% more baby teeth donation than the previous 3 years.


We found out that FOUSP, Latin America’s biggest university and a world reference in scientific studies, uses baby teeth on hundreds of researches that ultimately improved public health and literally save lives. But we also learned that, despite the fact they are constantly in the news asking for donations, they had only received 178 baby teeth donations over the last 3 years. That’s because people hadn’t understood the real importance of baby teeth. So, every day, thousands of baby teeth that can be used by Science are discarded, lost or forgotten. Besides that, children think they should wait for the Tooth Fairy and exchange their baby teeth for a coin. We realized that FOUSP desperately needed an everlasting campaign, something that would make people understand, once and for all, that baby teeth are organs that should be donated.

Describe the creative idea (20% of vote)

We came up with a twist for The Tooth Fairy myth. For the first time, the Tooth Fairy herself told everyone a well-kept secret and revealed where she lives. It’s 'The Tooth Fairy’s Address'. Now, parents and kids know that the Tooth Fairy lives at FOUSP, where the scientific studies take place. So, instead of exchanging their kid’s baby teeth for money, they can encourage and teach them, at a young age, to do real good for other people, thus building positive values. And we made the process of donating really easy: all people need to do is to click on a button on the Tooth Fairy’s Address website and we send them a sealed envelop that is a consent form as well. This way, they can place the baby tooth inside and ship it to The Tooth Fairy at FOUSP, free of charge.

Describe the strategy (20% of vote)

Making teeth donation easy wasn’t enough. We told everyone on every pertinent touch point this amazing news. We created an animated short film to be shared on WhatsApp and social platforms. We also wrote a children’s book that was distributed at dentistry offices and schools. It can also be downloaded on the Tooth Fairy’s Address website. We spread OOH all over São Paulo. We presented the project to the Brazilian Dentistry Association and distributed 200 Tooth Fairy’s dolls so the Fairy herself could ask for donations. Influencers who are parents of kids from 7 to 9yo. posted their children’s teeth donations helping spread the word. Even Monica, Brazil’s most famous cartoon character, lost one of her big front baby tooth and donated it to The Tooth Fairy’s Address. It was an integrated effort to convince children and parents they have an opportunity to do good by changing a cultural habit.

Describe the execution (30% of vote)

We implemented the campaign with the help of scientists, dentists and teachers, a real group effort to spread the message through every pertinent touch point. On February 1st, we launched the website with all the campaign’s materials. It is also the place to order your sealed envelope / consent form. On the same day, OOH was placed near schools and parks, places with intense foot traffic of kids. A week before that, we’d sent 200 Tooth Fairy’s dolls to dentists around São Paulo with a video explaining the project to help them ask for donations. On February 15th, we launched a sharable animated short film and, on the following weekend, when the project was already spreading organically through social media. Influencers with 7 to 9 year-old kids shared the project, boosting the audience’s engagement. In the end of May, we had already reached more than 7 million parents and kids.

List the results (30% of vote)

• Our animated short-film had +2 million views and +300k shares;
• The Tooth Fairy’s Address’s story organically made into Brazil’s 3 most watched TV news shows;
• 85% conversion rate of potential donors on the website;
• FOUSP is now receiving 3,500 baby teeth every month;
• That’s 8 times the number of donations they receive in the last 6 years!
• The Tooth Fairy’s address made FOUSP’s Biobank the largest collection of teeth for studies in the world;
• And it is FOUSP’s most successful campaign ever!

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

There is a number we can’t ignore: FOUSP received 250% more baby teeth in two months than they had received in the previous 3 years. But, most importantly: the number of donations has been increasing every month, which shows that The Tooth Fairy’s Address isn’t just an ordinary one-off campaign. It actually made parents and kids rethink their relationship to baby teeth and with the Tooth Fairy, thus proving that they understood the importance of baby teeth for Science and the importance of encouraging their kids to donate. In fact, the campaign promoted a real cultural and behavioral change in Brazilian society. Something that can potentially be spread all over the globe.
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Social Behaviour & Cultural Insight
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