Supradyn was looking to promote its prenatal range of multivitamins, which provides mothers with the nutrients required for a healthy pregnancy. JWT Colombia created a strategic partnership with Operation Smile, an NGO helping and treating children with cleft lips or palates. Supradyn agreed to donate $1,000 pesos to Operation Smile for every box Supradyn Prenatal purchased. To promote the partnership, a Facebook page was created inviting pregnant women to join the cause and be part of a Supradyn TV ad. In just one year, enough was raised to treat nearly 60 children and Supradyn Prenatal sales increased by 40%.