New Delhi, Nov 27, 2024: Smile Train -- the world’s largest cleft-focused NGO -- has achieved significant recognition at The Shorty Impact Awards 2024, securing three prestigious accolades for its ground breaking non-profit campaign with Tonic Worldwide, a digital creative agency.
The NGO bagged the awards in Audience Honor for ‘Diversity, Equity & Inclusion’; Gold Honor for ‘On a Shoestring Campaign’; and Audience Honor for ‘On a Shoestring Campaign’ categories.
This impactful initiative focused on creating the first cleft-inclusive image repository on Shutterstock, setting a new benchmark for representation of women with clefts, in visual communication. This repository is a ready source for brands and organizations to use for their day-to-day communication. Several brands, across categories like water purifiers, FMCG, and BFSI, have already adopted these images, seamlessly integrating them into their campaigns and public messaging.
Smile Train’s Senior Vice President and Regional Director for Asia, Mamta Carroll said, “The Shorty Impact Awards are validation of the power of inclusive storytelling and its ability to shift perceptions. By creating a repository that highlights the beauty and strength of women with a facial birth difference, we’re not just challenging stereotypes—we’re offering a platform for greater visibility and empowerment. This campaign has proven that even small steps can make a big impact when creativity and empathy come together for a common cause.”
Speaking on the win, Sudish Balan, Co-Founder and Chief Creative Officer, Tonic Worldwide said, “These honours at The Shorty Impact Awards reflect more than just creative excellence — they underscore the importance of purposeful storytelling. With Smile Train, we didn’t just create an image repository; we built a tool for change, challenging the norms of representation in visual communication. This initiative is proof that even on limited resources, creativity can create ripples of inclusion and inspire brands to rethink how they engage with diverse audiences. This win is a reminder of the transformative power of ideas rooted in empathy.”
Every year, more than 35,000 children are born with clefts in India. In addition to facing challenges with eating, breathing, and speaking, many are stigmatized due to a lack of awareness about cleft conditions. Smile Train’s endeavor aims to address this gap by changing the perceptions, empowering organizations to adopt more inclusive narratives in their communications to drive a positive change.
