Oral-B has launched a nationwide campaign to improve oral health habits after new research found a significant gap between how well Britons think they look after their teeth and the routines recommended by dental professionals.
The Brush for Better initiative will see a purpose-built mobile dental unit travel across the UK, bringing oral health education and advice directly into communities.
The campaign aims to double the number of people following the recommended oral care routine by the end of the initiative, while creating a lasting legacy through a partnership with Dentaid The Dental Charity.
The launch follows research commissioned by Oral-B which found that more than eight in 10 Britons believe they brush their teeth correctly, but just 12 per cent are following the full routine recommended by dental professionals.
The recommended routine includes brushing twice a day for at least two minutes, using an electric toothbrush and fluoride toothpaste, and flossing daily.
However, the research found 16 per cent of Britons brush only once a day, while around six in 10 spend less than two minutes brushing. Nearly three quarters (74 per cent) do not floss daily and half (50 per cent) use a manual toothbrush rather than an electric one.
More than a quarter (28 per cent) either do not use the recommended toothpaste or are unsure whether they do.
Dr Eva CastroPerea, qualified dentist and Oral-B senior scientific relations manager, said the findings showed a disconnect between perceptions of good oral care and professional recommendations.
“Simple actions such as brushing twice a day for two minutes, cleaning between the teeth and maintaining a consistent daily routine can make a significant difference over time,” she said.
The research also highlighted the wider impact of oral health on confidence and wellbeing. More than a third (35 per cent) of Britons said they had avoided smiling because they felt self-conscious about their teeth, while 48 per cent said good oral health made them feel more confident.
At the centre of Brush for Better is a mobile dental unit, the Brush for Better Bus, which will tour the UK offering visitors the opportunity to speak to oral health experts, receive personalised guidance and learn practical ways to improve their daily routines.
Imogen Davies, senior brand manager at Oral-B, said the campaign was intended to turn awareness into action.
“With Brush for Better, we want to help people understand what good oral care looks like and give them the confidence to make positive changes to their daily routine,” she said.
“We hope that people across the UK will come along to the Oral-B Bus, speak to our dental therapists and take away practical advice they can use at home. Because ultimately, it’s the habits we build into our everyday routines that can make the biggest difference to our oral health.”
The campaign will also include the Open Up documentary, which explores the impact of oral health on confidence, wellbeing and everyday life.
Oral-B has partnered with Dentaid The Dental Charity as part of the initiative. Following the national tour, the Brush for Better Bus will be donated to the charity, allowing it to continue reaching vulnerable communities with emergency dental care, oral health guidance and education.
“Many people recognise the importance of oral health, but don't always have the confidence, knowledge or support needed to build healthy habits,” Andy Evans, chief executive officer, Dentaid said.
“That's why taking practical oral health advice directly into communities is so important. The donation of the Brush for Better Bus will help us continue reaching people where they are, providing emergency care alongside expert guidance and education that can help turn good intentions into healthier long-term habits.”