The deal, which was negotiated by MEC Access, the sponsorship division of WPP media agency MEC, will include an online presence and experiential activity with the Heart Angels street-marketing teams, as well as on-air sponsorship trails.
The sponsorship coincides with the Heart network’s "Feel Good Month of May" promotion and a spokesman for Heart said Colgate’s sponsorship of all 17 regional Heart Breakfast shows would reach an audience of more than 4.3 million people a week.
Colgate’s "Keep Britain Smiling" campaign aims to collect one million "smiles" during May and June, and has pledged to donate £100,000 to children’s charity Barnardo’s when that target has been reached.
On Colgate’s Facebook page, every photograph of a smile is worth "10 smiles", comments on Colgate’s Facebook wall count as "two smiles", and every time someone likes Colgate’s page, this is treated as "one smile".
Martin Field, UK director of fundraising at Barnardo’s, said: "We believe that helping a child to smile will give them confidence. Give a child confidence and you improve their chances of achieving their full potential.
"Allow a child to achieve their full potential and they'll keep smiling for a lifetime, which is why we strongly believe in Colgate's 'Keep Britain Smiling Campaign', so please help today."
This article was first published on mediaweek.co.uk