A photo is worth a thousand words, but for a top mobile phone company and an international children's organization, a photo can actually mean a million bucks.

Through a two-month-long nationwide campaign meant to benefit Filipino children, Sony Ericsson Philippines and the United Nations Children's Fund (UNICEF) are banking on Filipinos' love for taking pictures and smiling in order to garner a million photos and raise P1 million for UNICEF's educational projects.

"Let's prove that we are really the 'Land of Smiles.' We know that smiling comes very natural to Filipinos, and what Sony Ericsson wants to do is to give us a very good reason to smile because we're going to help UNICEF with their projects," said Patrick Larraga, Sony Ericsson's Marketing Manager.

Formally launched on Wednesday, the campaign involves setting up three "Smile Booths" every two weeks at various SM Malls nationwide in Baguio, Manila, Cebu, Davao, Iloilo, and Pampanga from May 13 to June 31. Customers who register their names at the "Smile Booth" can have their pictures taken by a Sony Ericsson representative, and a copy of these photos will be posted on large walls already dotted with previous "smile donations."

Every photo taken at official Sony Cybershot booths will constitute a P1 donation to UNICEF, and the goal is to get a million people to smile for the cameras.

Smile Zone

During the campaign's soft opening last Sunday, select Sony Ericsson shops also dedicated a portion of their store to "Smile Zones" where customers could have their pictures taken or printed by DigiPhoto for P20, a portion of which also goes to UNICEF.

People can also send their photos through Sony Ericsson's website. At the end of the campaign, all of these photographs will be collected and posted on a giant 50-foot wall at SM North Edsa's walkway.

Vanessa Tobin, UNICEF Country Representative, described the campaign as "innovative and happy." She was also optimistic about the project's potential to put a smile not only on donor's faces, but on the project's beneficiaries.

"A child's smile is one of the most important things that you can have when children are living in poverty, when they don't have enough services, when they don't have a basic education. It's very difficult sometimes to smile. With this campaign, we can reach every child in the Philippines that needs help, to have a smile on the face of that child and benefit that child," Tobin said.

Although similar campaigns are being launched by Sony Ericsson marketing units in other countries like Indonesia and Malaysia, the company insists it has come up with something uniquely Filipino.

"We've put a twist to it. We brought in UNICEF, SM Malls, and DigiPrint to give it a very Filipino touch. We're very proud of our campaign in the Philippines because we're the one who set a very lofty target of a million smiles," Larraga said.

Awareness

Larraga said that another goal of the campaign is to spread awareness about UNICEF's programs and the educational problems in the country, a fact that has drawn support from many mall visitors.

"Nagpa-picture kami kasi sabi nila makakatulong daw for UNICEF. Fun naman, it made us smile," said Afasani, 25, one of many mall-goers who gladly had their pictures taken at the "Smile Booth." Accompanied by her friend Rosalyn, 26, she said she would encourage her friends to join the campaign.

When asked about the various problems Filipino children are facing today, both girls pointed out issues like education, poverty, child labor, shelter, and harrassment or violence.

Other customers, however, were drawn to the booth simply because they were excited by the opportunity to have their pictures taken.

"Hinila lang ako eh, tapos naattract ako kasi maraming tao. Hindi ko talaga alam kung para saan to eh," said one customer, who refused to give her name. In response, one of the booth attendants then had to explain that the activity was for the benefit of UNICEF's programs.

Customers can "donate" multiple smiles for the cause. Any smile will do, from a toothy grin to a Mona Lisa smile, as long as it isn't a frown.

Say cheese

Even if it is described as an "ambitious" endeavor, top Sony Ericsson executives say getting a million smiles could be easy among camera-savvy Filipinos.

"People love taking pictures of themselves and their families. Mahilig tayo ngumiti, mahilig tayo magpa-picture," said Vince Dela Cruz, Sony Ericsson's Marketing Manager.

Dela Cruz said they were encouraged by the number of people who trooped to "Smile Booths" even during the first few hours of the campaign's formal launch at SM North Edsa on Wednesday. "Ngayon pa lang ang dami nang pumipila. First day for booth [sa mall] and hindi na nauubusan ng tao," he said.

Mall-goers were seen dragging their friends and families to the "Smile Booths," set up in front of a posh shoe store at SM North Edsa's "The Block," in order to have a chance to pose in front of walls painted in a bold shade of red. From that small section of space emanated the most giggles and laughs in the entire mall's floor. This dimension as a sort of "feel-good campaign" is precisely one of the project's selling points.

"We want to spread the smiles in a gloomy economic environment so it's a way to uplift yung mood ng tao. And parang kasi yung 20 pesos mo will go a long way. With a small amount, you can make a difference in a child's life," Dela Cruz said.

Education projects

Described by one Sony Ericsson representative as a "sizeable donation," the P1 million raised through the project will be added to UNICEF's pool of funds meant for improving the educational opportunities of Filipino children.

UNICEF's projects include encouraging government to set up "child friendly" primary schools, conducting trainings for teachers, and providing emergency education packages for places struck by natural disasters.

According to Pam Pagunsan of UNICEF's communication group, the funds will be channeled to "early childhood education programs" spread across 24 provinces. The focus on primary education aims to curb the high drop-out rate even at the elementary school level. "For every 10 children who enter Grade 1, four will have dropped out by grade 6," she said.

Meanwhile, Dela Cruz promised that even if they do not garner a million smiles, Sony Ericsson will still donate P1 million to UNICEF.

Asked what they would do if they have a "smile surplus," Larraga said, "We will be very happy. But our commitment is really P1 million."

Sony Ericsson is set to turn over a giant check to UNICEF on July 11, possibly in line with a Sarah Geronimo concert. According to Larraga, Geronimo was chosen as the "Brand Ambassador" for her great smile, wholesome image and her huge following, making her a perfect endorser for Sony Ericsson's target market.

Smile shutter

This is, of course, also a way to promote Sony Ericsson's new line of Cybershot cellular phones enabled with "Smile Shutter Technology," which allows the phone to automatically snap a picture once it detects a subject's smile.

The smile shutter (available in the C510, C905, and C903 phones) can detect up to three subjects' smiles and works as an autofocus to make photography easier, a guarantee that users will "never miss a smile."

Apart from its Experia line of phones meant for business use and its Walkman line meant for music lovers, the Cybershot offers user-friendly photography and a feature called the "burst mode" where the camera phone takes nine consecutive shots.  Priced for various income levels, the C510 costs about P10,000, the C905 costs about P20,000, while the C903 costs P18,000.

Despite a slight dip in sales in February this year, Dela Cruz said the Cybershot line has sold very well and has become one of its most popular brand lines due to its "unique features."

"I don't think we were affected as much by the crisis. I think people have trust in a brand, especially in an economic crisis. You put more trust in brands because you don't want to waste your money and you want to make sure you get your money's worth," he said.

Larraga, however, insisted that more than selling chic new phones that seem to prefer people who smile, the focus should be on how the campaign tries to pull frowns upside down.

"They're bringing cheer to other Filipinos in the less fortunate areas. So I think with the very difficult economic situation globally, it's good that we haven't forgotten how to smile, right? Because ultimately, it's what will help us get over the difficult times," he said.