Signal wins at Effies

The Unilever team at the Effies

Unilever's Signal won a Silver Award for its '21 day challenge' campaign at the recently held Effie Awards, for inculcating and strengthening the habit of night time brushing. The Signal '21 day challenge' was planned and implemented to promote children to brush their teeth at night using fluoridated toothpaste for 21 days consecutively.

Category Head, Oral Care at Unilever Sri Lanka, Ms. Manojee Dabare said, "In a category that has fierce competition, it is important to not only focus on the bottom line but also promote good habits among children as brands should drive long-term consumer value than short-term profits.

This was the thinking when Signal introduced night time brushing."

A spokesman for Unilevers said, "Research has indicated that brushing day and night with fluoride toothpaste can cut tooth decay up to 50 percent in children."