To mark World Oral Health Day, Ordo Oral Care and the Dental Wellness Trust launched a nationwide campaign spotlighting the alarming gaps in children’s oral hygiene. Backed by TV dentist Dr Lisa Creaven and Ordo spokesperson Barty Walsh, the campaign raised awareness of how routine breakdowns, lack of education, and busy family lives are fuelling a brushing crisis for children across the UK.
Together, they championed the need for early intervention, school-based education, and simple, engaging solutions at home. Media interviews and features across Sky News, GB News, BBC London, and more helped drive home the urgency of improving children’s brushing habits and protecting their long-term oral health. It also spotlighted the Dental Wellness Trust’s supervised brushing programme, which supports over 4,500 children in London schools.
Challenge:
- Chaotic Routines – 30% of parents say the morning rush or evening fatigue stops them from brushing with their children.
- Widespread Inconsistency – 43% of parents admit they don’t always stick to a brushing routine.
- Early Autonomy Issues – 38% of children brush their teeth unsupervised, raising concerns about technique and consistency.
- Parental Knowledge Gaps – 30% of parents feel unsure about the best way to encourage good oral health.
- Trust in Schools – 3 in 10 parents say schools don’t do enough to support children’s oral hygiene.
Key Statistics:
- Routine Struggles: 43% of parents report not maintaining a consistent brushing schedule.
- Lack of Parental Involvement: 38% of children brush without supervision.
- Confidence Gap: 30% of parents are unsure how to effectively support their child’s oral health.
- Barriers to Brushing: 52% of parents blame tiredness, distractions, or toothpaste aversions for missed brushing.
- Support for School-Based Brushing: 44% of parents back the government’s new supervised brushing programme.
Action:
Ordo and the Dental Wellness Trust spearheaded a broadcast media campaign to highlight the everyday challenges families face in maintaining oral hygiene routines. Barty Walsh, spokesperson for Ordo, appeared across outlets such as Sky News, GB News, and BBC London, discussing how innovative design and child-friendly collaborations—like Ordo’s new range with Squishmallow—can help improve brushing engagement among young children.
The campaign also amplified the £11 million government-backed supervised brushing programme, calling attention to the need for consistent education and support for both children and adults in oral health practices. Families were encouraged to visit ordolife.com for further guidance, brushing tips, and accessible product solutions.
Results:
- Major Broadcast Reach: The campaign secured 482 media opportunities across radio and TV, and reached a total audience of 164 million, spanning national and regional outlets.
- Top Stations Secured: Coverage included high-reach outlets such as GB News, BBC London, Sky News Radio, and across the Bauer Network, including Greatest Hits Radio and Absolute Radio.
- Spotlighting Solutions: Ordo’s Squishmallow collaboration was widely covered, positioning brushing as fun and accessible for children.
- Public Awareness Raised: The campaign brought attention to routine struggles, school-based interventions, and the systemic need to improve oral health in disadvantaged areas.
