Dilan after his life-changing cleft surgery
Dilan is the face of the ‘September of Smiles campaign. Photo – Jasmin Shah

Operation Smile UK is proud to partner with AS Watson’s Superdrug and Proctor & Gamble’s Oral B for its ‘Smiles in September’ fundraiser. The promotion aims to raise funds, and smiles for children with cleft conditions, through the sale of Oral B products in Superdrug stores across the UK.

A.S. Watson Group launched its first-ever global corporate social responsibility programme ‘Give a Smile’ in 2018. Since the start of the programme, they have provided over 5,000 surgeries to children suffering with a cleft lip and or cleft palate.

Laura Wilkinson, Head of Trading in Personal Care at Superdrug, said: “We are so pleased that we can team up with Oral B to make such a difference to young lives round the world. We hope that this year’s campaign continues to raise awareness and money to help even more children live a life without social stigma and get the much-needed surgery and comprehensive care that they need.”

The ‘Smiles in September’ campaign is running from 7th September to 4th October across all Superdrug stores and includes all Oral B products. Superdrug and Oral B will both be donating 5p per Oral B product and hope to exceed their previous target raised of £22,000.

We are thrilled to partner with Superdrug for this campaign, as a long-standing partner of Operation Smile, Superdrug has already made huge strides in helping children around the world who are suffering with cleft conditions. The Oral B and Superdrug campaign will make a hugely positive contribution to our vision of a world where no child lacks access to health and dignity through safe surgery.

Mairead O’Callaghan, Operation Smile’s Executive Director

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