Unilever Oral Care – the manufacturer of Signal toothpaste – has launched the Signal Social Mission in the Middle East.

The programme aims to focus on encouraging children to brush twice daily with a fluoride toothpaste. The announcement coincided with the launch of a new partnership programme with the FDI World Dental Federation at their Annual World Dental Congress being held in Dubai.

The partnership programme, known as “Live. Learn. Laugh.” is in operation in 38 countries and will see Unilever, through its Signal brand, work with the FDI and national dental associations to implement schools programmes to improve children’s oral health, encourage children to brush twice daily with a fluoridated toothpaste, and increase oral health education regionally.

“Signal has had a presence in the region for over 50 years. We have a long established history of encouraging positive oral health initiatives and launching our Social Mission together with this unique collaboration with the FDI shows our continuing commitment to promoting positive change,” said Unilever chairman for North Africa and the Middle East Jan Zijderveld.

The partnership programme with the FDI will be launched in Saudi Arabia, the country with the lowest toothpaste per capita consumption, and is being implemented in association with the Saudi Dental Society.

It will focus on first grade primary school children throughout the Kingdom, with each school receiving three visits from dental health workers.  All children will be assessed and subsequent visits will involve treatment and oral hygiene instruction. 

Educational material will be distributed to the children, their parents, and teachers. In total, 200,000 persons will be targeted in 2008.

Signal will work to deliver its Social Mission through this partnership and many of its other oral health improvement programmes, throughout the rest of the region, working together with key local dental authorities. 

In the UAE, samples and educational material will be distributed in public schools, while similar initiatives are taking place in other GCC countries with dental associations and the Ministries of Health.- TradeArabia News Service