Making Oral Care More Inclusive, Accessible and Positive with Oral-B and THE BIG RETHINK
Oral-B announced the launch of THE BIG RETHINK after a study found that a third of the European disabled community had experienced gum problems in the past year. This new initiative aims to make oral care more inclusive, accessible and positive for people with disabilities, their caregivers and dental professionals.
The study, which reveals that one-third of the 166 million people with disabilities in Europe experience these problems, said Oral-B, a leading innovator in the field of oral health. announced. The brand is now on a mission to change that with the launch of THE BIG RETHINK. The new campaign aims to create an equitable oral care experience for everyone, whether at home or in the dentist’s chair.
social ambition
“The Big Rethink is Oral-B’s social ambition to make oral care more inclusive, accessible and positive for people living with visible and invisible disabilities,” said Dr. Oral Care Europe Senior Vice President Benjamin Binot explains.
“This campaign was born knowing that a third of people living with disabilities in Europe experience gum problems because they struggle to maintain good oral health. Furthermore, more than a third of the people we surveyed in the UK feel demotivated when it comes to maintaining their oral health.”
The brand works with professionals and consumers who frequently experience oral health challenges to make a real impact and improve the experience for everyone. Among people surveyed in the UK, France, Germany and Italy, 47 per cent of respondents with disabilities revealed they were not taught proper tooth brushing, and more than one-fifth said they had oral health problems. I felt that I had lost motivation to maintain my health.
To launch THE BIG RETHINK campaign, Oral-B is working with the International Association for Disabled Oral Health (iADH) to help inform this approach. The first step in this partnership is the launch of a positive practice program aimed at training and educating dental practices on how to become more confident and inclusive with their patients.
They collaborated with us to co-create a positive practice training program aimed at training and educating dental professionals on how to become more confident and inclusive.
“As part of our mission, we partnered with the International Association for Disabled Oral Health (iADH),” emphasizes Benjamin. “Not only have they informed us of our approach, but they have also provided positive practice training aimed at training and educating dental professionals on how to become more confident and inclusive with their patients.・The program was created jointly with us.”
The program will not only enable Oral-B to better understand the physical and mental needs of patients with disabilities, but also adapt the products they offer to improve oral health outcomes for the disabled community. It also helps to let THE BIG RETHINK Content Hub also provides useful content related to people with disabilities, their caregivers, families and the dental health professional community. To find out more through the hub, please visit: https://www.oralb.co.uk/en-gb/big-rethink
positive change
This year (2023), Oral-B will celebrate the 60th anniversary of the launch of the first electric toothbrush in 1963. The brand continues to put consumer understanding and cutting-edge technology at the heart of its product development. A big part of that is designing holistic products that help make a positive difference in oral care for everyone. The brand also develops a range of tools to support dentist practice, including student training and certification programs.
To mark the launch of ‘THE BIG RETHINK’, a branded film has been released showing the campaign’s ambitions following the results of the ‘European Study on Oral Health and Disorders’. At the event in Frankfurt, Germany, influential speakers including broadcaster Nikki Fox and influencer James Hunt helped launch the campaign and video.
“The journey is just beginning, but we believe that educational programs like this can start to make an impact and make a positive difference in oral care for everyone,” concludes Benjamin.
Learn more about our new campaign and how to access our Content Hub. Oral-B Big Overhaul | Oral-B
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Featured image credit: Oral-B
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