Saatchi & Saatchi Operation Smile Print



This beautifully illustrated print campaign is by Saatchi & Saatchi for Operation Smile, a non-profit organisation that provides free reconstructive surgery for those with cleft lips and palates.


Creative Director at Saatchi & Saatchi Cape Town, Sammy-Jane Theron says, “The objective of the campaign was to bring the reality of cleft lips and palates to our audience’s attention but without the shock value so often attached to such causes.”


The campaign uses the concept of ‘The Art of Distraction’ to sensitively tell the story of three cleft-lipped children through rhyme and illustration.




Creative Director: Sammy-Jane Thom
Art Director: Larissa Elliott
Copywriter: Marcelle du Plessis
Client Service: Sheherazaad Allie
Illustrator: Johan Strauss


Click on the images and zoom to read the copy.




Between 10 and 5