Smile Train, a charity that helps children with cleft lips and palates, used memes as part of a successful marketing campaign. Inspired by baby memes, Smile Train’s memes featured Walter, a frowning nine-month-old who was on a “smile strike” in sympathy with children suffering with clefts.

#Seriousbaby meme

Using the hashtag #seriousbaby in posts, the memes included humorous texts with Walter’s grumpy face. Targeting millennials, Smile Train intended the memes to be fun and sharable – but also to interest people in the organization’s mission and to donate. They complemented a 42-second video that shared why Walter wasn’t smiling and encouraged donations. “We’re thrilled with the positive engagement #seriousbaby has inspired,” a Smile Train marketing executive told Network For Good during the campaign.

Watch the video below: