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The campaign targets to achieve 1 million tweets by April 30 and thus spread awareness about the physical deformity and its treatment.
Operation Smile India, a charity that provides free cleft treatment, has launched a campaign on Twitter {to:) #CleftToSmile to spread much needed awareness about the cause of cleft and its affordable treatment. Clefting is a congenital deformity and most commonly appears in newly borns as a fissure or opening in the lip or palate.
According to the organisation, cleft is sadly neglected due to lack of awareness and with this campaign, they hope to bring the cause in the public eye by making :{to:) the world's most tweeted logo. "With 1 million tweets our voice will be loud enough to get headlines, conversations and support," says Operation Smile India. Launched on April 1, the campaign has so far garnered around 250 tweets supporting its cause.
The movement's ultimate mission is to eradicate cleft and spread awareness about the deformity and its treatment. The organisation states that not many people know about that cleft can be treated by spending Rs 20,000 to Rs 25,000 in India.
The organisation has also tied up with IPL team Rajasthan Royals who will support the cause with their tweets. Raj Kundra, Shilpa Shetty and Rahul Dravid will tweet #CleftToSmile from their personal accounts.
Barthakur further informs that the campaign is also targeted to attract the decision makers in the government to include cleft as a part of the national health agenda. Besides, drawing volunteers and raising funds are also objectives of the campaign.