BBDO Bangkok paints cleft-lipped children to tackle social stigma for charity Operation Smile

BBDO's cleft lip project

BBDO Bangkok has produced a play featuring children with painted cleft lips to tackle the stigma that the condition is unsightly.

The agency recruited make-up artists to paint fun characters around children’s lips to highlight their smiles in a play put on for charity Operation Smile, which performs surgery on cleft lipped kids.

The campaign earned US$1.6 million in free PR, according to the agency’s case study video, and raised enough money for more than 1,000 children to receive cleft surgery.

Chalit Manuyakorn, ECD of BBDO Bangkok, said: “We were so excited to produce this campaign and to help make a real difference. We found that using an optimistic approach and avoiding the usual tear-jerking campaigns really stood out for Operation Smile and helped raise funds for many, many surgeries.”


  • Client: Operation Smile
  • Agency: BBDO Bangkok
  • Production: Film Factory
  • Director: Sorasart Wisetsin , Apisit Kumphek
  • Chief Creative Officer: Suthisak Sucharittanonta
  • Executive Creative Director: Suthisak Sucharittanonta , Chalit Manuyakorn
  • Creative Director: Suthisak Sucharittanonta , Chalit Manuyakorn
  • Art Director: Tiabtawan Limjittrakorn , Pakorn Inthachai , Suthisak Sucharittanonta
  • Copywriter: Thasorn Boonyanate , Kanitkorn Srimakorn , Prachya Wanthanasin ,
  • Suthisak Sucharittanonta
  • Client Service Director: Taksina Vasaruchapong
  • Agency Producer: Jaruda Mungkun
  • Producer: Film Factory
  • Sound Studio: Momentum

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