Colgate will spread smiles in nine poor communities in four cities in Brazil. Through a partnership with the NGO Outdoor Social, housing in the neighborhoods of Cidade-Satélite I and II (Guarulhos, SP), Jardim Santa Rita (Guarulhos, SP), Zona Periférica (Franca, SP), Valéria (Salvador, BA), Nova Sussuarana (Salvador, BA), Complexo da Maré (Rio de Janeiro, RJ), Vila Vintém (Rio de Janeiro, RJ), and Rocinha (Rio de Janeiro, RJ) will have their windows transformed into symbols of optimism. 

The project uses the psychological phenomenon of pareidolia, which makes people recognize images of human or animal faces in objects and shadows. Residents and local merchants who lent their facades for the action will be remunerated for the leased spaces. Conceived by the VMLY&R agency, the action promotes the campaign “O Poder do Sorriso” (The Power of Smile), which counts on the partnership with the NGO Turma do Bem and brings oral health to poor communities.

Children and adolescents aged between 11 and 17 and students from public schools, will receive 100% free care provided by professional dentists. Colgate's activation will begin with a talk on Oral Health, followed by an individual check-up carried out by experts. These young ones will also receive a Colgate Oral Hygiene Kit.