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1 in 700 babies are born with a cleft lip and palate in South Africa. In most cases, families are not aware that their children can receive corrective surgery that can change their lives in as little as 45 minutes.
To raise awareness of this fact, #Operation45 was born. A campaign based on a simple observation – it takes as little as 45 minutes to perform a cleft lip surgery, the same amount of time as half a game of soccer. Two babies, Alex and Ofentse, both born with cleft lips, were invited to receive a free operation live during SA’s biggest soccer game of the year, the Soweto Derby.
Together with Y&R Cape Town, we created a mobisite to facilitate this campaign, as well campaigns for before, during and after the derby. The campaign was activated through Facebook, Twitter and YouTube.
Both operations were a success. In just 90 minutes, Alex and Ofentse destigmatised cleft lips and educated millions about the fact that it takes as little as 45 minutes to change a life.