SINCE the pandemic, many have been struggling to stay hopeful about the future due to low levels of optimism.
Coupled with the rising influence of social media, the younger generation in particular, feel pressured to conform to a curated perception of beauty and success.
Keeping this in mind, Colgate has unveiled its latest Smile Strong campaign featuring Malaysia's rising hip hop star Alif Aolani, whose stage name is Airliftz, as part of its ongoing mission to spark optimism in everyone.
Smile Strong is Colgate's clarion call to Malaysians to find the courage to smile in the face of adversity and not let anything or anyone deny us of a future we can smile about.
Colgate joins forces with Airliftz to share his story across multiple touchpoints. Kicking off this collaboration is a film that takes Malaysians on a journey through Airliftz's life from childhood.
The 90-second film highlights his optimism and resilience in persevering through relentless negativity due to the way he looks.
It showcases how he rises above stereotypes, prejudices and biases to pursue his passion and achieve success by harnessing the sheer power of his smile.
"Having been called names all my life, I learned that negativity will only bring you down. It took me a while to stop listening to negativity, but I had to search no further than within myself to find strength," says Airliftz
Colgate-Palmolive Marketing Sdn Bhd associate marketing director (oral care), See Mei Sin says Colgate hopes to inspire an optimistic Malaysian society.
"We may all be in different circumstances, facing different life challenges, but by harnessing the power of a smile, we can certainly effect change within ourselves and inspire change in the people around us," says Mei Sin.
The Smile Strong campaign film starring Airliftz is now streaming online on Youtube. Airliftz has also released the full-length version of his original song Smile Strong as heard in the film, on major music streaming platforms.
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