Crest and Oral-B Team up With Jesse Williams to Discuss the Importance of Oral Care Supplies for Back-to-School 2023
August 15 2023 - 9:00AM
Business Wire
With nearly 90% of adults unaware that tooth
decay is the #1 chronic disease among children, Crest and Oral-B
are doubling down their #ClosingAmericasSmileGap efforts with a new
back-to-school campaign
Between taking tests, fitting in, making the team and everything
in between, it’s tough being a kid. But it’s even harder for the
millions of children without basic oral care supplies. For them, a
toothbrush and toothpaste are so much more than just basic
necessities: They’re game-changers.
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This back-to-school season, Crest and Oral-B are launching their
latest #ClosingAmericasSmileGap campaign with a new creative OLV
that positions these essential, but often forgotten school supplies
as the game-changers they can be for kids in need. You can view the
OLV here. In support of the campaign, Crest and Oral-B are
partnering with actor, director and activist, Jesse Williams, as
well as parent and teacher influencers across social media to
showcase their morning and night-time routines to bring awareness
to the fact that many kids lack the basic oral care supplies people
use every day. Crest and Oral-B are also giving consumers an
opportunity to help close the smile gap. For every Crest or Oral-B
product purchased from August 1st to September 30th, the Brands
will donate oral care supplies to a child in need.1
“As a child growing up in disenfranchised communities and as a
former teacher in a low-income school district, I’ve seen
first-hand how a lack of resources can significantly impact kids’
confidence and academic performance, which can ultimately lead to
missed opportunities,” said Jesse Williams. “The basic necessities
we take for granted – like a toothbrush, toothpaste and routine
dental checkups – can be game-changers for those without access.
That’s why I’m proud to partner with Crest and Oral-B to help end
oral health inequity and close America’s smile gap.”
This campaign marks the next step in Crest and Oral-B’s
#ClosingAmericasSmileGap initiative, which was launched in 2021 to
address the painful reality that many kids in underserved
communities don’t have access to the oral care they need. To
underscore the critical need for oral healthcare among these
communities, Crest and Oral-B have released a “U.S. Kids’ Oral
Health Report Card2” that sheds light on the shocking discrepancies
in access, affordability and education between low and high-income
families in the U.S. Top findings include:
- Nearly 90% (7 in 8) US adults don’t know tooth decay is the
number one chronic disease for children.
- Almost 50% of American children have at least one cavity by age
6.
- Nearly half (44%) of children in low-income households brush
less than the recommended amount of twice per day, while 73% of
high-income children brush twice or more a day.
- Parents in low-income households are less likely to prioritize
oral health products in their household budget, ranking cell phone
service above oral health products in a list of household
necessities.
- High-income households are more likely to be able to take their
kids to the dentist during school/working hours.
- One third (33%) of low-income parents say they can’t afford to
take their children to the dentist.
“The ‘U.S. Kids’ Oral Health Report Card’ illustrates the state
of America’s Smile Gap for kids in underserved communities and
motivates us to continue the important work we do at Crest and
Oral-B to help close it,” said Carlos Quintero, Vice President,
Oral Care, North America at Procter & Gamble. “This year, we’re
hosting multiple oral care access events in America’s hardest hit
communities where we’ll provide free dental screenings, oral health
education and thousands of oral care products to those in need. But
we aren’t stopping there; we want to drive awareness of the Smile
Gap to help motivate all Americans to join us in our efforts.
That’s why we’re honored to partner with Jesse Williams for our
2023 Back-to-School campaign. Through this partnership, we’ll reach
millions of Americans who can take action this back-to-school
season and help get these game-changers in the hands of those who
need them most, bringing us one step closer to our goal of closing
America’s smile gap for all.”
For more information on how to join forces with Crest and Oral-B
in #ClosingAmericasSmileGap, please visit:
https://crest.com/closing-americas-smile-gap/
1 Crest & Oral-B will donate up to
500,000 products purchased from August 1st to September 30th, 2023.
The product purchased is not guaranteed to be the same product that
will be donated.
2 The U.S. Kids’ Oral Health Report Card
was powered by a survey of 1,241 parents from diverse
socio-economic backgrounds across the U.S.
About Crest
A trusted leader in oral health, Crest was the first oral care
brand to secure the ADA Seal of Acceptance for a clinically proven
fluoride toothpaste. Since first introducing fluoride toothpaste 65
years ago, it is estimated that Crest has helped prevent countless
cavities in the United States.
About Oral-B
Oral-B is the worldwide leader in the over $5 billion brushing
market. Part of the Procter & Gamble Company, the brand
includes manual and electric toothbrushes for children and adults,
oral irrigators and interdental products, such as dental floss.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always, Ambi Pur, Ariel, Bounty, Charmin, Crest, Dawn,
Downy, Fairy, Febreze, Gain, Gillette, Head & Shoulders, Lenor,
Olay, Oral-B, Pampers, Pantene, SKII, Tide, Vicks, and Whisper. The
P&G community includes operations in approximately 70 countries
worldwide. Please visit http://www.pg.com for the latest news and
information about P&G and its brands.
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aliza.solc@mslgroup.com
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