Tap 'Yes' to transform a life
Superdrug teams up with Oral B this September, giving shoppers the chance to change lives by simply tapping yes.
Superdrug has launched a nationwide fundraising campaign to support the work of Operation Smile, inviting customers to turn everyday shopping into life-changing support for children born with cleft conditions.
From 10 September to 7 October, shoppers across the UK will be asked at the till if they would like add a small donation to their purchase through Pennies, the digital charity box. A quick ‘yes’ tap could help raise as much as £100,000 to fund surgery, therapy and ongoing care for children living with cleft lip and palate.
Running alongside this initiative, Superdrug and Procter & Gamble will donate 20p from every Oral B product sold in-store and online. This activity is expected to raise a further £50,000. Together, the campaigns could generate £150,000, enough to fund hundreds of surgeries and provide wider cleft care including speech therapy, nutritional support and training for healthcare teams in partner countries.
A chance to change a life
A cleft lip and palate are birth conditions that affect the upper lip and the roof of the mouth:
- Cleft lip: This happens when the tissue that forms the upper lip does not join completely before birth. It can appear as a small notch in the lip or a large opening that extends up into the nose. It may affect one side (unilateral) or both sides (bilateral) of the lip.
- Cleft palate: This occurs when the tissue that makes up the roof of the mouth (palate) doesn’t fully come together during pregnancy. The opening can be just in the soft palate (the back of the roof of the mouth), the hard palate (the front bony part), or both.
Every three minutes, a child is born somewhere in the world with a cleft lip or palate. In many countries, lack of access to safe surgery means children grow up struggling to eat, speak and even breathe. Social stigma is another harsh reality, with many children facing exclusion from their communities and schools.
Operation Smile is tackling this directly. The charity works in more than 30 countries, bringing together volunteers including surgeons, anaesthetists, nurses, speech therapists and nutritionists to provide free surgery and follow-up care. Surgeries can be completed in as little as 45 minutes, yet the impact lasts a lifetime. The charity also trains and empowers local healthcare professionals in the countries providing a legacy of on-going treatment and support.
The donations raised in Superdrug stores will go directly to support this work. Small change or small donations can make a big difference; £2 can provide a colouring book for a child waiting for life-changing surgery whilst £10 can provide a special feeding bottle to help a child get the vital nutrients they need. Meanwhile just £15 can help feed a malnourished child so they are strong enough for surgery. £50 can provide speech therapy to help a child learn to speak clearly. £150 can cover the full cost of a cleft surgery, while £750 could provide multiple life-changing operations for children in desperate need.
Mairead O’Callaghan, Executive Director at Operation Smile UK, said: “This campaign shows how a small act of generosity can ripple out into something extraordinary. By tapping ‘yes’ at the checkout or popping an Oral B product in your basket, you are directly helping children access the care they need. That is powerful.”
Megan Potter, Trading Director at Superdrug, added: “We know our customers care deeply about making a difference. Partnering with Operation Smile gives them the chance to do just that, to help transform children’s lives simply by shopping with us. Whether it is a few pennies added at the till or an Oral B product in their basket, every contribution will have an impact.”
Everyday actions, extraordinary impact
The campaign will be highlighted in Superdrug stores nationwide, with till screens, in-store radio and staff briefings encouraging customers to take part. On September, 26 Superdrug will also be hosting an Instagram takeover about the campaign.
One of those stories is Dilan’s. Born with a cleft lip in Guatemala, his early years were filled with challenges. Eating was difficult and his family often faced stigma in their community. After receiving surgery through Operation Smile, Dilan can now smile, eat and speak with confidence. His story is a reminder that even the smallest donation can help create a future filled with possibility.
Pennies, the award-winning micro-donation charity, has already enabled millions of small digital donations across the UK. By integrating Pennies into this campaign, Superdrug is making it simple for every shopper to play a part in changing lives.