Illustrated posters were printed on the inside of the large cardboard boxes their toothpaste cartons shipped in.
A recent campaign from the oral hygiene brand Colgate aimed to educate young people in Myanmar about the importance of dental health and reach those in need of educational resources. In order to get it’s message across to schools in remote locations that were home to the country’s poorest communities, the brand created illustrated posters which were printed on the inside of large cardboard boxes.
These boxes are the ones used to deliver its toothpaste cartons via Colgate’s distribution network, so after they were emptied the village store owners would take them to the local school instead of simply throwing them away. As Myanmar’s trade borders have recently been opened up to the rest of the world, Colgate wanted to give something back to the country as it was one of the first brands to enter the market.
The posters featured traditional Burmese illustration styles (a combination of native folk art, local insight and oral care truths) instead of westernized educational texts and diagrams, so they were more familiar to the children. Vibrant colors, texture and characters were used to tell a story about dental hygiene, resulting in an inspirational set of educational materials that were great for the young audience.
Teachers could create interactive lesson plans to go along with each poster, and a toll free number enabled teachers to call from any phone to educate their class with recorded information about oral care, adding further depth to the graphics. For a society lacking in basic educational supplies such as paper, pencils and text books, the resourceful combination of available resources helped spread Colgate’s important message.
This campaign was rolled out in schools located in rural areas across Myanmar. One head teacher who utilized the posters in their school described it as “an inspiring solution to answer our most pressing educational needs.” Following the trial’s success, Colgate are now planning to extend the reach of the campaign to the rest of the country.