Crest + Oral B’s “Closing Canada’s Smile Gap” Campaign

Core deliverables
• Campaign and messaging development
• Video production
• Social media campaign with Indigenous content creators

Indigenous communities face one of the greatest oral health disparities in Canada. Procter & Gamble’s Crest and Oral-B brand refers to this disparity as the “Smile Gap” and has been working with grassroots organizations to provide dental health products to remote regions and increase Indigenous representation in dentistry. In 2023, Crest and Oral-B partnered with Creative Fire to support the first year of their campaign to raise awareness of the Smile Gap and build connections with Indigenous communities. The challenge was to launch a campaign that resonated deeply with these communities, highlighted the severity of the oral health gap, and showcased positive role models who could inspire better oral health practices. 

 “It’s honestly been nothing short of incredible. I really appreciate everything you’re doing for the Indigenous communities so much. I’m looking forward to doing more impactful campaigns with Creative Fire and P&G sometime in the future”.
– Marika Sila, Content Creator