New campaign explores how your killer smile is impacting marine life

A campaign called “The killer smile” shedding light on the effects of plastic toothpaste tubes on the environment has been launched. Created in collaboration with Kintab, the Marine Wildlife Watch of the Philippines (MWWP), and BBDO Guerrero, the campaign boasts three striking visuals depicting popular marine animals - a dolphin, a whale, and a polar bear.

All three visuals show the different animals made of toothpaste dying on top of a toothbrush—a visual of how our daily oral healthcare practice harms marine wildlife especially when discarded irresponsibly. The visuals were unveiled at the Pulse63 Healthcare Ventures office in Bonifacio Global City, a venture capital firm that helps build and accelerate healthcare companies like Kintab in the Philippines and beyond.

Kintab’s Toothpaste tablets are locally-sourced, vegan, cruelty-free, and a sustainable alternative to traditional toothpaste that come in plastic-free packaging. To help the product connect with the consumers visually, a familiar toothpaste box was introduced containing two variants of Kintab, Blizzard and Herbed, along with a bamboo toothbrush for a completely sustainable brushing experience. The copy on the box contains information about the threats of plastic to marine wildlife with the solution being housed inside.

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Guilian Sencio, CEO and co-founder of Kintab, said, “The Killer Smile is an eye-opening reminder that even the smallest daily habits, like brushing our teeth, have an environmental impact. It’s vital that we make the switch to more sustainable alternatives such as Kintab to help protect our oceans and wildlife for future generations.”

Dr. AA Yaptinchay, the executive director of Marine Wildlife Watch of the Philippines, also expressed the urgency of addressing plastic pollution in marine environments. “Single-use plastics, including the packaging of everyday items like toothpaste, aside from its obvious direct effect when it chokes an animal and smothers its habitat, can break down into microplastics, which are highly toxic to marine wildlife when ingested and can lead to illness and death. It’s crucial that we become mindful of the impact our everyday actions have on the environment, as every piece of plastic that ends up in the ocean threatens the health of our marine ecosystems.”

Alexandra Lopez, associate creative director of BBDO Guerrero, said: “Creativity can inspire positive change. Through powerful visuals, we’re not only raising awareness but also sparking a conversation about how our actions, no matter how small, can have a significant impact on the world around us.”

The campaign also launched last September coinciding with the observance of the Maritime and Archipelagic Nation Awareness Month (MANA Mo) reminding Filipinos of their deep connection to the sea, as the Philippines is an archipelago of over 7,000 islands and 14,000 coastal communities that rely heavily on maritime resources for their livelihoods.

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