Operation Smile: Operation 45 'Episode 1'

Since soccer is a sport that many South Africans understand, Operation Smile South Africa, Y&R South Africa and partners launched a mass awareness campaign and performed a cleft lip operation on each of two boys during each half of the Soweto Derby, Africa's most televised football match. Influencers were selected to share the first of the three-part documentary series and pregame, halftime, and postgame TV spots were aired to encourage South Africans to follow the initiative.