Oral-B Announces THE BIG RETHINK Initiative for More Accessible Oral Care

This new initiative from Oral-B and the International Association for Disability and Oral Health will aim to help make dental practices more inclusive and more accessible for all patients.

Oral-B has announced a new initiative focused on Europe to focus on expanding access to oral care for people with disabilities, their caregivers, and dental professionals. This initiative, called THE BIG RETHINK, will combine Oral-B’s electric toothbrush and oral care expertise with the International Association for Disability and Oral Health’s (iADH) key insight.

Unveiled in March 2023, THE BIG RETHINK was created after research results revealed that 1/3rd of the 166 million people in Europe who are affected by a disability in some way have experienced gum issues in the past year, per a press release from Oral-B. Research also revealed that, of the people surveyed in the United Kingdom, France, Germany, and Italy, almost half the of people with disabilities have not been taught how to brush their teeth properly, and over a fifth of disabled Europeans feel demotivated when it comes to maintaining their oral health.

iADH and Oral-B will work side-by-side to launch a “Positive Practices” program which will educate dental practices on inclusivity and accessibility, including information on how to diversify their offerings to meet the needs of their patients. This initiative will also host a Content Hub to collate helpful information all in 1 place. This focus on both the consumer and the practice will strengthen oral health, according to P&G Chief Executive Officer, Healthcare, Jennifer Davis.

“As a leading innovator in oral health for over 70 years and the world’s number 1 dentist recommended toothbrush brand, we recognize the importance of making oral care accessible to all,” Davis says in the press release. “We are indeed at the beginning of a very exciting journey, and we will continue to learn from both dental professionals and consumers to ensure we are creating positive oral care solutions for everyone–I really believe that this is the beginning of an initiative that has a global footprint.”