• by Danielle Oster , August 15, 2023

Timed to coincide with back-to-school season, P&G brands Crest and Oral-B have teamed up to help address a ubiquitous problem most people probably aren’t even aware of: a lack of access to basic oral health supplies for children in disenfranchised communities across the country. For every Crest or Oral-B product sold from Aug. 1 through Sept. 30, the brands will donate tooth-care supplies to a child in need.

They’re also raising awareness of the persistent issue through a campaign featuring actor and activist Jesse Williams, along with parent and teacher influencers across social media platforms.

For Williams, the issue hits close to home. “As a child growing up in disenfranchised communities and as a former teacher in a low-income school district, I’ve seen firsthand how a lack of resources can significantly impact kids’ confidence and academic performance, which can ultimately lead to missed opportunities,” he said in a statement.

One chief component of the awareness campaign is Crest and Oral-B’s Oral Health Report Card, highlighting the starkness of oral health inequities across the U.S., including the fact that half of children have a cavity by age six, and one-third of low-income parents say they can’t afford a trip to the dentist.

Additionally, a 30-second ad calls attention to the issue, highlighting that millions of American children are without adequate oral healthcare basics, and drawing a connection between poor oral health and “low confidence, poor grades, and missed opportunities.”

The effort is the latest continuation of a “#ClosingAmericasSmileGap” campaign first launched in 2021.

“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,” in addition to partnering with Williams on the back-to-school campaign, Carlos Quintero, vice president, oral care, North America at Procter & Gamble, said in a statement.  “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.”