Unilever: Signal Brush Day and Night

Research showed that eight out of ten children in Myanmar suffer from cavities and other dental problems. For Signal, Unilever's oral care brand, this was both a public health issue and a commercial one: a toothpaste brand only grows when brushing becomes a daily habit in more households.

Signal needed a campaign that would teach children and parents how to brush correctly, build the habit of brushing twice a day, and associate the brand with that habit at national scale, well beyond the reach of a conventional product advertisement.

The strategy was to make oral health education a shared family moment rather than a lecture. Ruder Finn Era built the campaign around trusted voices: a dentist provided the authority, celebrity mothers and their children provided the relatability, and World Oral Health Day gave the message a national moment.

On the day, a Facebook Live event brought the dentist, celebrity mothers and kids together to demonstrate the Brush Day and Night routine and answer questions from parents. The team then extended the campaign into the Signal School Programme, a mix of online and on-the-ground sessions with children from international schools, where the dentist taught oral health through games and activities. The programme was amplified through public relations, direct marketing and KOL content, with the campaign video carried on television channels.