Oral-B and Crest, in collaboration with Ajman University of Science and Technology, have launched a year-long initiative offering residents in the UAE a chance to receive dental check-ups for free.

The Pass on a Healthy Smile initiative was launched today (September 15) at the campaign’s flagship dental check-up station in Deira City Center.

The initiative aims to deliver up to one million free check-ups through check-up stations hosted across shopping malls, schools, department stores, dental clinics and charity organizations throughout the GCC.

Several teams of experienced dentists will serve the public by providing a thorough and personalised consultation, identifying problem areas and dispensing key dental health advice.

According to recent research survey conducted by Oral-B and Crest, almost 40 per cent of respondents from the UAE had not visited the dentist in over two years, 19 per cent of which stated that their last dental check-up was conducted almost four years ago.

“The findings underline the need to continue a consolidated effort to educate consumers about oral-care and its impact on overall well being,” said Mohammed Ali Faruqi, brand manager, Oral Care, Arabian Peninsula.

“With this campaign we are trying to cultivate a change in behavior, at first at the individual level and then expanding that to include the whole family, i.e. getting people involved in actively encouraging their family and friends to the check-up points, thereby creating a movement of sorts.”

“The campaign builds on our four-year history of community outreach initiatives across the UAE. For the first time the free check-ups will be activated across the entire GCC, over a course of twelve months, making this our biggest initiative to date” added Faruqi.

Inaugurating the initiative, Dean Salem Abu-Fanas, College of Dentistry, Ajman University of Science and Technology said: "This year marks our first partnership with Oral-B and Crest, and the first time that the faculty of dentistry has undertaken such a large endeavour.”

“Our graduates, who are one of the best trained dentists in the region, have wholeheartedly volunteered to be a part of this human endeavor, and I have no doubt that with their capability, professionalism and dedication our common goal of elevating oral-health in the region will be turned into reality,” he added. – TradeArabia News Service