AS Watson Group has launched its Global Smile Campaign in a bid to raise awareness of mental health and well-being and is a kick-off event to its 180th anniversary in 2021.
Called Smile Inside-out, the campaign will roll-out to 15,800 stores across the group’s 12 brands that operate in 25 markets worldwide.
The company will team up with its business units and business partners to launch a series of Smile Inside-out activities focusing on three wellness-related topics: Get Active, Think Positive, and Love Yourself & Others.
The retailer has appointed 13 millennials as Chief Smile Officers (CSO) to the company’s Global Millennials CSR Committee.
AS Watson’s retail brands and CSOs will share the campaign with 5.3 billion customers across 25 markets with social media content, in-store activities and charitable donations.
Smile Inside-out is the debut of the “Billion Smile Club,” a taskforce from AS Watson’s Millennials CSR Committee, who will advocate for mental well-being, both internally and internationally on social media.