Colgate-Palmolive (India) Ltd, in association with Indian Dental Association (IDA) has launched an intensive month-long oral health awareness campaign in October to establish and promote the importance of good oral hygiene and regular dental check-ups.
Oral Health Month 2005 includes outreach events taking place across 50 cities, including free dental check-ups and oral care education in schools. There are dental mobile vans to provide dental education in slum areas and to orphanages in Mumbai and Delhi.
‘Colgate Muskurahatein’, a TV serial derived from a story writing competition conducted among school children on the topic ‘Spread a Smile’, will be telecast on Hungama TV.
The theme for Oral Health Month 2005 is ‘Healthy smiles for life’ and focuses on the hidden threats to oral health, such as gum disease, cavities and infections, as well as oral cancer. Left unchecked, these threats could lead to severe pain, loss of teeth and serious health implications.
Announcing Oral Health Month 2005, Graeme Dalziel, Managing Director, Colgate-Palmolive (India) Ltd, said, “The Oral Health Month is a global initiative and we are delighted to bring this month-long programme to India once again. Following the launch last year, we took a lot of feedback from our consumers and partners and have added a series of innovations to expand both coverage and geographic reach this year. The message is ‘Prevention is better than cure’ and we are doing everything we can to make this message resonate across homes in India.”
Vinay Hegde, Executive Vice-President, Marketing, Colgate-Palmolive (India) Ltd, said, “This is our second year in succession with the Oral Health Month and we have significantly scaled up activities this year. During October 2005 we will be distributing one million free oral care kits that highlight the importance of good oral hygiene, providing simple steps that everyone can use to fight the risk of tooth decay and encouraging people to look after their teeth, whatever their age.”
The school contact program has also been significantly enhanced to double the coverage this year. As against five lakh children in 1,000 schools across 20 cities covered last year, Oral Health Month 2005 will reach over 10 lakh school children across 2,000 schools in 50 cities.
“Over the last 29 years, Indian Dental Association and Colgate-Palmolive India have partnered together to conduct various oral health awareness programmes across the country. Oral Health Month 2005 is our most ambitious and our largest nation-wide effort. The need of the hour is greater awareness as oral diseases can be prevented, and in a country like India, where dental diseases affect over 80 per cent of the population, prevention is our best bet,” said Dr Jwala Chaitanya, Chairman, Council on Dental Health, IDA.
To enhance awareness on a mass scale, special TV spots promoting better oral hygiene habits are also being aired across satellite and national television channels.
RC&M Business Head Priya Monga said that the programme would give a larger-than-life image to the consumer about Colgate and re-iterate Colgate’s positioning in oral care. It would also give excellent brand visibility as well as establish and promote importance of good oral hygiene and regular dental check-ups.