REGINALDO

Brand
OPERATION SMILE
Entrant Agency
72ANDSUNNY
Category
Film
Festival & Year
Cannes Lions (2026)

Case Study Details

Reginaldo from northern Guatemala once lived a quiet, isolated life. Born with a cleft lip, he avoided social situations and rarely left his rural community. That changed when Operation Smile partnered with the municipality of Las Cruces to connect patients in remote areas to care. At 21, he received surgery to treat his cleft lip — his first journey outside his town and a life-changing milestone. Through Operation 100, we’re strengthening surgical teams, training local health professionals, and supporting health systems to provide year-round care — helping more patients like Reginaldo access safe surgery close to home. Today, Reginaldo smiles with confidence as he looks forward to a brighter future — including his upcoming wedding. His scar is more than a mark; it’s proof he’s ready to be seen.

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