Colgate / Change Please: Futures to Smile About

Colgate, the UK’s leading oral care brand and social enterprise Change Please have partnered with Channel 4 on a new campaign ‘Futures to Smile About’, brokered by Wavemaker. Its aim is to highlight the barriers those experiencing homelessness face when trying to access crucial health services including dental care, and what can be done to help. 'Futures to Smile About' will launch on Friday, 29th April with a docu-style ad telling the story of Raphael, who experienced homelessness when he was 17. Produced by Armoury London and featuring TV presenter and actor Karim Zeroual, the content will launch during Gogglebox with a Channel 4 branded introduction, and run until the 15th July across the Channel 4 portfolio, including All 4, as well as Colgate’s owned platforms. Raphael encountered difficulties with his teeth and gums and couldn’t access the dental care he needed as he didn’t have a permanent address. He was initially helped by Change Please three years ago and is a vital part of the organisation. Raphael now works as a trainer and a mentor on the barista programme, which aims to empower the homeless community. The campaign follows the successful ‘Driving For Change’ initiative launched in October 2021 in line with World Homeless Day 2021. Colgate and Change Please unveiled two London buses ‘The Colgate Bus for Change’ that were repurposed to provide vital support to rough sleepers and help tackle health problems before they worsen. The Colgate Bus for Change runs three times a week in Hackney and Central London and gives homeless people access to valuable services such as GP consultations, a mobile dentist, showers, and haircuts. It’s proven to be an invaluable service, ensuring those experiencing homelessness are able to get oral support when needed. Since January it has provided over 150 people - including Raphael - with free dental care and advice. The project aims to expand nationally before rolling out globally in the future.