Seeing the “Unseen” Cleft A.S. Watson Group (ASW) launched its first-ever global signature CSR programme “Give a Smile”, its retail brands all over the world joined hands to help children with cleft lips and palates. Partnered with Operation Smile, ASW engaged with their employees, strategic partners and customers around the world to sponsor free surgical missions to make smile possible again to the cleft children. We faced the challenge of raising both public awareness and funding for cleft children, therefore a global campaign was carefully tailored to different operating markets, across all online and offline channels.

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