Proctor and Gamble dental firms challenge consumers to smile

A new initiative to improve dental health has been launched by two companies that operate under the parent firm of Proctor & Gamble (P&G).

Crest and Oral-B have joined forces to raise awareness about better oral hygiene by backing a campaign that sees them partner with Operation Smile – an international children’s charity.

Between January and March 2009, the scheme will encourage people to take their dental health more seriously by supporting the charitable work of the foundation in purchasing Crest and Oral-B products.

The move follows the results of a four-week study, conducted by experts at the University of Florida, US, which tested the cleaning power of Crest Pro-Health Toothpaste and Rinse alongside the Oral-B Vitality Precision Clean power toothbrush.

It was found respondents reported up to seven times better plaque removal from using the products regularly – which also reduced the risk of further problems such as gingivitis and cavities.

Dr William P Magee, Operation Smile co-founder and chief executive, said the programme would allow people to help children all across the world, while paying closer attention to their own dental health.

“This is one more step in our great relationship with Crest over the past several years,” he added.

Another P&G company, Charmin, recently supported the 2009 New Year’s Eve celebrations in Times Square – by providing special restrooms for the millions of revellers.