Making oral care more inclusive, accessible and positive with Oral-B and THE BIG RETHINK

After research revealed that a third of the disability community in Europe have experience gum issues in the past year, Oral-B has announced the launch of THE BIG RETHINK. The new initiative aims to make oral care more inclusive, accessible and positive for disabled people, their caregivers, and dental professionals.

The research, which revealed a third of the 166 million people in Europe affected by a disability have experience these issues, was released by Oral-B, a leading innovator in oral health. The brand is now on a mission to change this with the launch of THE BIG RETHINK. The new campaign is set to ensure that everybody has an equitable oral care experience – whether that’s at home or in the dentist’s chair. 

Social ambition

“The Big Rethink is Oral-B’s social ambition to help make oral care more inclusive, accessible and positive for people living with both visible and invisible disabilities,” explains Benjamin Binot, senior vice president, Oral Care Europe.

“The campaign has come about after learning that a third of those living with disabilities in Europe experience gum issues due to struggles with maintaining their oral health. Furthermore, of the people we surveyed in the UK, over a third feel demotivated when it comes to maintaining their oral health.”

The brand is working with professionals and consumers who frequently experience oral health struggles to make a real impact and improve experiences for everyone. Of the people surveyed in the UK, France, Germany and Italy, 47 per cent of disabled respondents revealed they have not been taught how to brush their teeth properly, and over a fifth felt demotivated when it comes to maintaining their oral health.

To launch THE BIG RETHINK campaign, Oral-B is working with the International Association for Disability and Oral Health (iADH) to help inform the approach. The first step of this partnership is the launch of the Positive Practices programme, designed to train and educate dental practices on how to become more confident and inclusive when it comes to their patients.

They’ve worked with us to co-create a Positive Practices training programme, designed to train and educate dental professionals on how to become more confident and inclusive

“As part of our mission, we’ve partnered with the International Association For Disability and Oral Health (iADH),” highlights Benjamin. “Not only have they helped to inform our approach, but they’ve also worked with us to co-create a Positive Practices training programme, designed to train and educate dental professionals on how to become more confident and inclusive when it comes to their patients.”

The programme will not only enable Oral-B to become more educated on the physical and mental needs of disabled patients, but it will help them to adapt their product offering and improve the oral health outcomes for the disability community.  THE BIG RETHINK Content Hub will also offer relevant and helpful content for disabled people, their caregivers, and families, as well as the professional dental health community. To find out more through the Hub, visit: https://www.oralb.co.uk/en-gb/big-rethink

Positive change

This year (2023), Oral-B celebrates 60 years since the launch of the first electric toothbrush in 1963, and the brand continues to put consumer understanding and leading-edge technology at the heart of its product development. A big part of this is designing inclusive products that help to bring about positive change in oral care for everyone. The brand is also developing a series of tools to support dentists within their practices, such as student training and accreditation programmes.  

Credit: Oral-B

To celebrate the launch of THE BIG RETHINK, a brand film was unveiled, setting out the ambitions of the campaign following the findings of The Oral Health and Disability European Study. An influential panel of speakers helped launch the campaign and video at an event in Frankfurt, Germany, including broadcaster Nikki Fox and influencer James Hunt.

“Whilst the journey has just started, I believe that educational programmes such as these can begin to make an impact and bring about positive change in oral care for everyone,” concludes Benjamin.

Discover more about the new campaign and how to access the Content Hub: Oral-B BIG RETHINK | Oral-B


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Featured image credit: Oral-B

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