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Operation Smile Canada
Digitally Integrated TV (DITV) Donor Acquisition

Daniela, featured in Operation Smile Canada's campaign, captured in natural light as part of an emotional storytelling series

Client:

Operation Smile Canada 

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Project Timing:

November 2024 - March 2025

 

Project Type:

Digitally Integrated TV (DITV) Donor Acquisition

 

Industry:

Non-profit / Healthcare

 

Services:

  • Strategy and Concept Development

  • Field Trip Filming

  • TV and Video Production

  • Digital Ad Production

  • TV and Digital Media Buying

  • Landing Page Development

  • Analytics/Reporting and Optimization

Creative Samples from the Campaign

TV Spots

Digital Videos

Display Ads

Operation Smile Canada display ad encouraging donations to help children like Daniela

CTV Spot

Operation Smile Canada display ad encouraging donations to help children like Daniela

Landing Page

Operation Smile Canada landing page encouraging donations to help children like Daniela

Results & Impact

Fundraising Success and Real-World Impact for Children Like Daniela

  • $437,040 Raised

  • 1,821 New Smiles Generated ​​

Client Overview

Operation Smile Canada: Transforming Lives Through Cleft Surgery and Compassionate Care

Operation Smile is a global medical charity with over 6,000 volunteers providing free cleft surgery and comprehensive care to children in more than 37 low- and middle-income countries.

The Challenge

Operation Smile needed a compelling, scalable campaign that could:

  • Drive both emotional connection and measurable conversions

  • Function across every screen

  • Maximize seasonal giving while maintaining year-round momentum

Our Creative Approach

Telling Daniela’s Story Across TV, Digital, and Mobile

We told the inspiring story of Daniela, a resilient young girl from the Dominican Republic. Too weak for surgery due to recurring illness, Daniela remained under Operation Smile’s care for years. With consistent support, nutritional aid, and unwavering commitment, she finally received her life-changing surgery — and her brand new smile.

What We Delivered

Multimedia Assets Optimized for TV, Streaming, and Digital Fundraising

To amplify Daniela’s story across every screen, we developed a full-funnel, multimedia campaign, including:
 

  • 60-second and 30-second PSAs for national TV

  • 30-second Connected TV spot for digital streaming platforms

  • Dozens of short-form digital videos (6–15 seconds) optimized for paid social and pre-roll

  • A suite of display ads for retargeting and cross-platform awareness

  • A high-converting, mobile-optimized landing page built for donation-focused conversion
     

And we didn’t stop there — we doubled everything. Holiday + Evergreen versions were created for all assets to ensure seasonally relevant messaging and record-breaking performance.

Mission is proud to have played a role in helping Operation Smile continue their lifesaving work.

This campaign was more than marketing — it was about transforming real lives, one story and one smile at a time.

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