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    Done in year 2009. Creative Director • 
Theresa Tsang, Valerie Chen Art Director • Koh Siok Yee Copywriter
 • Gauri Dalvi
The Brief
ING started a movement of bringing back the smiles of children born with a cleft lip and palate by getting people to sign up online. For every sign-up, ING promised to donate RM1 to CLAPAM for corrective surgery. To spread the word among its valued customers and corporate associates, ING organised a screening of a documentary called ‘Smile Pinki’ − a story of a girl born with a cleft lip and palate, who now flaunts her beautiful smile. The task was to get ING’s valued supporters to attend this screening and join the movement.
The Solution
ING sent out an invite in the form of a one Malaysian Ringgit note − only this one had a little girl’s face on it. The note was designed in such a way that the recipient was encouraged to interact with it to make the little girl smile. The message: One Ringgit is all it takes to bring back her smile, so please join the Spread the Smile movement. Instructions were given on the note, along with the documentary screening details and the call to sign up for the Spread the Smile
The Results
43% out of 644 invitees confirmed their attendance at the screening. But the actual turn-out was an overwhelming 509 guests, as most of the invitees had chosen to spread the word to their friends and associates. More importantly, while the final tally of members who signed up for the movement peaked at 41,800 members, an impressive feat in itself, ING Insurance was generous enough to double the donation amount to RM100,000. Bringing a big smile to CLAPAM and especially to the children with cleft lips.