The British Society of Paediatric Dentistry (BSPD) has welcomed the launch of Colgate-Palmolive’s ‘Brush With Us’ dental public health campaign, developed with the Department of Health and Social Care.
Supported by Joe Wicks MBE, the campaign aims to help parents and carers make toothbrushing a simple and positive part of family life. Joe’s accessible and energetic approach has helped millions of families make healthy living part of their everyday routines. His involvement provides an important opportunity to bring children’s oral health into the wider conversation about health and wellbeing and to show that looking after children’s teeth belongs alongside healthy eating and physical activity as one of the foundations of a healthy childhood.
The campaign complements the national supervised toothbrushing programme by reinforcing at home the healthy habits children learn in nurseries, early years settings and primary schools.
Tooth decay is largely preventable, yet one in five five-year-olds in England has experienced decay, rising to around one in three in the most deprived areas. Treatment for decayed teeth remains the most common reason for hospital admission among children aged five to nine. Poor oral health can cause pain and infection and can affect eating, sleeping, learning and quality of life.
Dr Rachael Nichol, President of the British Society of Paediatric Dentistry, said:
“BSPD warmly welcomes the launch of ‘Brush With Us’ and is delighted to see Joe Wicks MBE lending his energy and influence to children’s oral health. Joe has inspired millions of families to make positive changes through simple, achievable everyday routines. His support offers a powerful opportunity to show that looking after children’s teeth is not separate from their wider health and wellbeing, but an essential part of it.
“Helping children to brush twice a day for two minutes with fluoride toothpaste is one of the simplest and most effective ways to protect their teeth. This landmark national campaign has the potential to take that positive message into millions of homes and give children’s oral health the national visibility it has long deserved.
“Parents and carers are doing their best within busy family lives, so advice must be supportive, realistic and free from blame. Joe’s positive, practical approach is ideally suited to helping families find routines that work for them. Supervised toothbrushing in early years settings can
establish a strong routine, while encouragement at home helps that routine become a lifelong habit.
“This important campaign should be part of a wider, sustained commitment to prevention: reaching children and communities with the greatest need, giving every child a dental home and ensuring timely access to appropriate dental care. Every child deserves the best possible start in life.”
‘Brush With Us’ forms part of Colgate-Palmolive’s five-year collaboration with Government to support the national supervised toothbrushing programme. Colgate-Palmolive has committed to donate more than 23 million toothbrushes and toothpastes over five years. Six million products have been delivered so far, alongside educational resources for children, families and participating settings.
With support from Joe Wicks MBE, the campaign will connect practical toothbrushing advice with the wider choices families make every day to support children’s health and wellbeing. It represents a significant national milestone for children’s oral health, giving toothbrushing and prevention greater public visibility and helping families recognise that healthy teeth are fundamental to a healthy childhood.
BSPD encourages parents and carers to brush children’s teeth twice a day for two minutes with fluoride toothpaste, including last thing before bed. After brushing, children should spit out the toothpaste but not rinse, so the fluoride can continue to protect their teeth.
