# Charitable Valentine's Day Promotions This Campaign Helps Children Born with Facial Differences By Katherine Pendrill | Published 2016-02-12 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/facial-differences References: [mashable](http://mashable.com/2016/02/12/operation-smile-smilekind/?utm_source=feedly&utm_medium=webfeeds) & [secure.operationsmile.org](https://secure.operationsmile.org/site/Donation2?df_id=30826&mfc_pref=T&30826.donation=form1) Random House Children's Books recently teamed up with Operation Smile for a [Valentine's Day campaign](https://www.trendhunter.com/trends/cocoamitment-campaign) that helps children born with facial differences. While there are many ways to celebrate the most romantic day of the year, this campaign allows you to do something that will truly warm your heart. The 'SmileKind' campaign is inspired by the main character in R.J. Palacio's bestselling novel 'Wonder.' The novel tells the story of a young boy born with facial differences, which cause him to be teased by other children. The story fits with Operation Smile's mission to help children born with a cleft lip or cleft palate. The SmileKind campaign aligns with the book's message to "[choose kind](https://www.trendhunter.com/trends/krispy-kreme-world-kindness-day)" by asking users to share social media posts showing what makes them smile. For every photo tagged '#smilekind,' Random House Children's Books will [donate $1 to Operation Smile](https://www.trendhunter.com/trends/lindt-and-nspcc). ## Trend Insights (Trend Hunter) - Score: 0.3/10 - Popularity: 1% | Activity: 1% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Charity](https://www.trendhunter.com/charity) ## Key Themes ### Why This Trend Is Growing - **Cause Marketing:** More brands will continue to leverage the power of cause marketing to connect with consumers and drive sales while also supporting charitable causes. - **Social Media Activation:** Companies will increasingly create social media campaigns to engage their audience and encourage user participation, such as sharing photos or videos with a branded hashtag. - **Inclusive Storytelling:** There will be a growing emphasis on inclusive storytelling, as more brands recognize the importance of representing diverse perspectives in their marketing content. ### Industries Being Reshaped - **Publishing:** Publishing companies will have the opportunity to collaborate with charitable organizations to align with a purpose-driven mission while also promoting their books and authors. - **Nonprofit:** Nonprofits can partner with brands to create mutually beneficial marketing campaigns, raising awareness and funds for their cause while generating positive exposure for the brand. - **Social Media:** Social media platforms will continue to be key players in cause marketing, providing a space for users to engage with campaigns and share their own experiences and stories. ## Related on Trend Hunter - [Inclusive Romance-Inspired Activations](https://www.trendhunter.com/trends/generation-love.md) - [Kindness-Promoting Marketing Campaigns](https://www.trendhunter.com/trends/1-million-acts-of-kindness.md) - [Kindness-Promoting Children's Books](https://www.trendhunter.com/trends/heartbeats-childrens-books.md) - [Kindness-Promoting Flower Sharing Initiatives](https://www.trendhunter.com/trends/flower-sharing.md) - [Smile-Reflecting Toothpaste Campaigns](https://www.trendhunter.com/trends/freeyoursmile-campaign.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Charitable Heart-Shaped Pizzas](https://www.trendhunter.com/trends/new-heartshaped-pizza.md) - [Personalized Present Campaigns](https://www.trendhunter.com/trends/wonderbly-everyones-got-favourites.md)