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By Danielle Long, Acting APAC Editor

December 19, 2022 | 2 min read

Listerine has joined forces with Watsons and Operation Smile Thailand to create a music video to raise funds for Thai children in need of cleft surgery.

The Cleft Choir was created in collaboration with BBDO Bangkok to help fundraise for the more than 1,000 Thai babies born with cleft lips and palates every year. The campaign aims to raise funds for at least 50 children to receive surgery.

BBDO Bangkok enlisted Thai songwriter and music producer Boyd Kosiyabong to direct a music video featuring a choir of Thai children who had already undergone cleft surgery to sing Kosiyabong’s hit song “You’re my breath”.

The video aims to raise awareness of the medical issues accompanying cleft lips and palates, including breathing difficulties. This is amplified by the choir, which performs using only their voices and their fresh breaths of air, with no instruments.

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The strategy is to create a joyful uplifting campaign to drive fundraising efforts rather than create sympathy by showcasing the impact cleft surgery has on improving the lives of children.

Ravi Bordia, general manager of Johnson & Johnson Consumer Health Thailand, said the campaign embodies Listerine’s brand purpose, which aims “to inspire the world to discover the transformative impact of a healthy mouth.”

“This campaign aims to raise awareness of this condition and encourage society into helping disadvantaged young children with cleft lip and palate so that they can live a normal, healthier life like others and become widely accepted in society.”

BBDO Bangkok worked with Thai director, Thay Littichai from Unboxnow, and Director of Photography, Phaklao Jiraungkoonkun.

The song is available on Spotify, YouTube, Joox, etc for “The Cleft Choir.”

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