With a quarter of five-year-olds in the UK having tooth decay, Aquafresh has launched a campaign to highlight the importance of good oral health from a young age.

“With so many children suffering from tooth decay, it’s our responsibility as the market leader in kids’ toothpaste to educate both parents and children on the importance of taking care of their teeth,” says Aquafresh senior brand manager Hannah Rogers.

The three-part ‘Shine Bright’ campaign includes partnerships with Tesco, social influencers and schools. Tesco shoppers are being offered a free oral health educational gift pack with purchase, and a QR code at point of sale takes them to the Aquafresh website for more information. Meanwhile, the ‘Shine Bright Academy’ is being promoted through the National Schools Partnership and links in with breakfast clubs to drive oral care education in schools.

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