Colgate Makes Windows ‘Smile’ In Less-Developed Parts Of Brazil

Soon, those walking through the nine neighborhoods of Cidade-Satélite I and II, Jardim Santa Rita, Zona Periférica, Valéria, Nova Sussuarana, Complexo da Maré, Vila Vintém, and Rocinha in Brazil will see smiles adorning the façades of homes. 

Turns out, these symbols of positivity are part of Colgate’s plan to bring a spark of joy to the rural, impoverished areas, adding its signature smile motif to sets of existing windows to form unique smiley faces. 

According to LBB Online, the project taps the psychological concept of pareidolia, which causes us to recognize familiar images of humans or animals in shapes and patterns. That’s why with just two windows and a curved line, we form the image of a smiling face in our heads. 

Residents and businesses leasing their windows to Colgate will be remunerated, and all children from public schools aged 11 to 17 in the area will receive free oral care from dental professionals, including a talk on hygiene, and an individual checkup with dentists. 

Nelson Malta, Marketing Director at Colgate-Palmolive in Brazil, told the publication this initiative will help “change people’s lives,” and that each adolescent will receive treatment specific to their needs, with an additional referral for them to undergo full dental care till they turn 18. 

It’s expected that nearly 1,000 children will benefit from the program, with at least 20% of them continuing with the treatment till adulthood. 

[via LBB Online and VMLY&R Brasil, images via VMLY&R Brasil]