Superdrug has launched a fundraising campaign for the charity Operation Smile, which funds surgery and support for children with cleft lip and cleft palate.

Through the link up the store’s customers will be asked if they would like to round up their purchase through digital charity box Pennies to raise money for the charity. This could help raise as much as £100,000 to fund the charity’s work offering surgery, therapy and ongoing care for children.

In addition, Superdrug has linked up with Oral B toothpaste manufacturer Procter & Gamble on a further fundraising push for the charity. Procter & Gamble will donate 20p to the charity for every Oral B product sold in store and online. This could raise a further £50,000.

Superdrug trading director Megan Potter said: “We know our customers care deeply about making a difference. Partnering with Operation Smile gives them the chance to do just that, to help transform children’s lives simply by shopping with us.

“Whether it is a few pennies added at the till or an Oral B product in their basket, every contribution will have an impact.

A child is born with a cleft condition every three minutes, according to latest research.

Operation Smile operates in more than 30 countries. It says that its life changing surgeries can be completed in as little as 45 minutes.

“This campaign shows how a small act of generosity can ripple out into something extraordinary,” said the charity’s executive director Mairead O’Callaghan.

“By tapping ‘yes’ at the checkout or popping an Oral B product in your basket, you are directly helping children access the care they need. That is powerful.”

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