Tackling the crisis in the UK dental industry is definitely a challenge – so a magical dental charity has devised a ‘tricky’ way to take oral education viral and help children get out of dental poverty.
The Magic Dentist Charity launched its Toothpaste Tumble Challenge at the Dentistry Show 2025 on Saturday 17th May, 2025, in partnership with the GOALD Challenges app.
Celebrity dentist Dr Trishala Lakhani, who is a regular presenter on BBC and ITV took part in the challenge.
Nicki Rowland, Founder of the charity, said: “This is the first of a series of challenges in collaboration with the GOALD challenge app, each with an underpinning key Public Health England oral health message. Our data shows that children who learn through magic are 78% more likely to maintain brushing habits long-term. That’s why we’re bringing this approach to dental professionals nationwide.
“The idea is to take oral health education viral and educate as many people as possible, particularly those that do not have access to dentistry.”
“The first challenge is called the Toothpaste Tumble challenge. It’s fun, messy and very tricky. It can be done in the bathroom at home, in schools, in dental practices and in the wider community.
“It involves holding a toothbrush between your knees and squeezing a blob of toothpaste onto it whilst holding the tube between your teeth. No hands allowed! The underpinning Public Health England message is ‘use a pea-sized amount of fluoride toothpaste’ on your toothbrush.
“Everyone should have a go and upload their uptakes and outtakes to the app and social media using the hashtag #toothpastetumble. The more people that take part and challenge others to have a go, the further our reach will be.”
Nicki continued: “It is also a fantastic opportunity to raise much needed funds to get children out of dental poverty and achieve equity of access to dental services for them. As an industry, I am encouraging everyone to join us at the Magic Dentist charity and drive much needed change to address the dire state of children’s oral health across the UK.
“We are incredibly thankful to the Dentistry Show for supporting us to launch our first challenge. We’d like to thank Septodont and TePe for sponsoring The Magic Dentist’s first challenge! Their support means we can bring this initiative to dental professionals nationwide.”
Meanwhile, Matt McKay, CEO and Founder of Goald Challenges, said: “The challenge that the Magic Dentist launched is incredible! GOALD is all about harnessing the power of challenges and community to make an impact. The #toothpastetumble challenge will certainly do that. In addition, we are encouraging everyone to donate through the app to raise greatly needed funds and awareness of dental care deprivation.”
Alex Harden, Portfolio Director at CloserStill Media, organiser of the Dentistry Show, said: “We’re incredibly proud to support the launch of the Magic Dentist Challenge at this year’s British Dental Conference and Dentistry Show. It’s a fantastic initiative to improve children’s oral health that not only brings energy and excitement to the event, but also helps shine a light on the creativity, compassion, and innovation that define our profession. The Challenge is a brilliant way to engage dental teams, inspire younger audiences, and remind us all why we chose dentistry in the first place.”
