Job CreDentals (Oplan Balik Ngiti)

Public Advocacy Campaign

Established in 2023, Polident Oplan Balik-Ngiti is a program led by Haleon Philippines, in partnership with the Philippine Dental Association (PDA), Philippine Association of Registered Dental Technologists Inc. (PARDTI), and Philippine Prosthodontic Society (PPS). The mission of this advocacy program is to provide free dentures to the low income Filipinos across the country. In 2025, our mission in this campaign was to prove to people that giving back their smile can give their confidence back and land their dream jobs.

With the bigger purpose to breaking stigma on Teeth Bias in local employment. we launched an audio-led recruitment drive supported by on-ground postering and a microsite (PolidentBalikNgiti.com) to expand reach and supplement denture fittings and free dental examinations. Most importantly, the program supported participants through their job interviews. The initiative generated over 3,000 online signups, provided thousands of free dental health checks, and distributed more than 2,000 free dentures. Remarkably, after undergoing real job interviews, 100% of the assisted denture-recipient applicants secured employment.

The campaign won the Grand PANATA for Causes and Social Good Communication, Gold for Best Showcase in Cause and Social Good Communication, Gold for Best Showcase in Radio, and Silver for Best Showcase in Local Adaptation of a Global Campaign.

If Your Mouth Could Talk (Bibig mo na ang nagsabi, mag Polident palagi)

Localization Campaign Refresh

Polident operates in a category with high incidence but low penetration in the Philippines, signaling significant untapped potential. Despite many Filipinos living with dentures, the denture adhesive category remains underdeveloped with low engagement and emotional connection. To build category awareness, brand relevance, and differentiation, the campaign leveraged Polident’s Global Enduring Creative Idea, “If Your Mouth Could Talk,” to turn functional benefits into relatable, motivating moments for denture wearers.

Building on the 2024 Philippine campaign, the refresh dramatized a familiar denture-wearer scenario to show how life becomes smoother with Polident. This led to the creation of Crazy Mouth, a cheeky yet empathetic character inspired by the iconic voice of the MTRCB female announcer. Anchored on “Bibig mo na ang nagsabi, mag-Polident palagi,” the idea introduced SPG (Super Pustiso Grip)—a playful twist on the Filipino rating system that humorously reinforces Polident’s superior hold.

The campaign was brought to life through a 30s TVC/OLV, with 15s and 6s cutdowns for cross-platform amplification, directed by award-winning commercial & film director Marius Talampas, whose storytelling captured the humor and cultural nuances of the idea. As of May 2026, YouTube assets drove highly efficient viewing behaviors: 91.1% Non-Skip ViewThrough Rate vs. 90.8% benchmark, and 52.7% TrueView Rate vs. 39% benchmark.