Champions of Change: Colgate’s #SmileStrong Campaign Calls for Optimists to Take Action
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Candy Pangilinan, Single Mom, Special Needs Advocate |
One of the common characteristic traits of Filipino is being
flexible. Even when they are facing natural disasters, violent conflict, poverty,
and experiencing a number of deep-seated societal issues, Filipino’s still
knows how to deal with it in order to survive.
Optimism in Action: Giving people a reason to smile about
the future
Colgate aims to reinstate the optimistic spirit behind
Filipino smiles, but in such a way that galvanizes them into progressive
action. Optimism in Action means people making an effort to enact positive
change, tackling challenges and issues head on with a strong smile, fully
believing in the bright future they aim to create.
Everyday many people are putting their optimism in action,
mostly flying under the social media radar until now: Colgate’s #SmileStrong
campaign highlights and celebrates the remarkable efforts and achievements of
such people, while encouraging the optimist in everyone to take action with a
bright smile and win the hearts of others in the process.
#SmileStrong spotlights three expectation individuals, or
Muses, whose Optimism in Action sparked positive change among their respective
communities and social spheres. Arizza Nocum, Candy Pangilinan and Brina Maxino
share the same bright smile; born out of their own individual hardships and the
strength they mustered to achieve what convention told them they couldn’t.