Signal’s global oral hygiene campaign needed to become more than another awareness initiative. As Creative Director and Art Director, I reframed a standard BTL brief into a gamified commitment system that helped children take ownership of brushing—turning a daily reminder into a habit shared with their parents.
Awareness wasn’t the problem. Consistency was.
Children already knew they should brush their teeth, and parents reminded them often enough. Yet good intentions rarely survived the daily routine. Working within an existing global campaign and the budget of a simple puzzle booklet, the challenge was to create something children would genuinely want to complete—and keep completing—long after the event itself had finished.
The breakthrough came from recognising that lasting habits aren’t built through instruction—they’re built through identity and accountability. Instead of asking children to brush because they were told to, we invited them to become “Signal Superheroes”, making brushing a shared commitment between parent and child. Every part of the experience reinforced that promise, transforming routine behaviour into something children proudly chose to uphold.
Parents described children taking the initiative, proudly tracking their own progress rather than waiting to be reminded.
The experience extended beyond the activation itself, creating a simple framework families could continue using at home.
By working within the original BTL constraints, the campaign demonstrated that stronger strategic thinking—not greater spending—was the real catalyst for behaviour change.
David turned a simple hygiene message into a system that genuinely changed behaviour—without overcomplicating or overspending.
PersonUnilever
Helping organisations, teams and brands grow through clear, purposeful creativity.
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