Pepsodent ‘2-2-10’ campaign targets B40 communities in Malaysia

Unilever’s toothpaste brand, Pepsodent, has launched a campaign to raise dental hygiene awareness among the B40 (lower income) communities in Klang Valley.

The campaign, “Pepsodent 2-2-10” was created as part of a partnership between Pepsodent, MAHSA University’s Faculty of Dentistry, and MYDIN Prihatin. The “Pepsodent 2-2-10” campaign is based on the act of tooth brushing for 2 minutes each time, 2 times a day, for 10 times stronger teeth, based on Ministry of Health recommendations.

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According to the National Oral Health Survey of Malaysia 2019, dental cavities and caries remain prevalent in children and adults. In response, Unilever International conceptualised the on-ground campaign to educate the Malaysian community on the importance of oral hygiene.

“The 2-2-10 campaign aims to instil the importance of basic dental hygiene and easy steps to practice it effectively. Together with our partners MAHSA and MYDIN Prihatin, we are committed to driving the message of good oral care practices and education across the Malaysian community,” said Nitin Agarwal, chief marketing officer, Unilever International.

He added that the campaign aligns with Unilever International’s aim to “serve the underserved”, educating and empowering lower-income communities on the importance of oral hygiene.

Aside from distributing oral care kits to the public, the “Pepsodent 2-2-10” campaign activation will also include hourly toothbrushing demonstrations and dental health checks and consultations. MAHSA School of Dentistry and its students will provide dental care expertise for the campaign.

The campaign will also give communities access to dental care solutions. MAHSA’s Faculty of Dentistry students will have practical opportunities in treating patients on simple oral care practices as part of the campaign, while also tackling real-life challenges in public dental health education.

Under the campaign, 60,000 toothpaste kits will be distributed nationwide via MYDIN Prihatin, the CSR arm of MYDIN. Additionally, it aims to equip B40 households with information and tools to maintain optimal oral health.

“Pepsodent 2-2-10” will also be activated in Kampung Orang Asli Batu 12 Gombak. Toothpaste kits and information on simple dental care tips will be further distributed by the MYDIN Prihatin initiative.

This is not Pepsodent’s first initiative to increase dental health accessibility for local communities. In March 2023, it launched an initiative titled “Now Everyone Can #TalkToADentist” to raise awareness on the importance of oral health.

The initiative aimed to provide quality dental health advice and care to people across financial statuses through teledentistry.

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