Afraid to Smile
A fresh new campaign was required by Dr Linc to appeal to women in their middle age and beyond that have for various reasons, not taken steps to have the very best smile they can.
A direct approach was decided upon, and one that would not be confrontational to audiences in the demographic. Afraid to Smile shows a group of lady friends on holiday and emphasises one lady who, in every photo taken, is covering her smile. Her friends notice this which has the opposite effect of being inconspicuous. The solution is to see how Dr Linc may help her situation.