Pepsodent is leading a nationwide initiative to promote preventive oral healthcare through its 2026 World Oral Health Day campaign, reinforcing its commitment to improving public health outcomes in Nigeria, one of Africa’s largest markets.
Launched at the Lagos headquarters of Unilever Nigeria Plc, the “Do The 2” campaign reflects a growing development by multinational brands toward embedding health advocacy into their market expansion strategies. The initiative, executed in partnership with the Nigerian Dental Association, aims to reach up to 50 million Nigerians through a mix of school outreach programmes, community activations, and mobile dental services.
The campaign, which ran from March 16 to March 21, spans 17 states, with a concentration in key urban centres including Lagos, Abuja, Port Harcourt, and Enugu. These locations were selected not only for their population density but also for their role as commercial and healthcare hubs, where awareness campaigns can achieve both scale and visibility.
The campaign promotes a simple behavioural message of brushing twice daily and maintaining regular dental visits. The initiative also underscores the dual objectives of driving brand penetration while addressing gaps in preventive healthcare awareness.
Speaking at the launch, Lauretta Amie, Pepsodent brand manager said the campaign is designed to instill lifelong oral hygiene habits across age groups, particularly targeting children through structured school programmes. The initiative is expected to directly engage at least 500,000 individuals with targeted education on prevention, early detection, and treatment of oral diseases.
“The ‘Do The 2’ campaign is a call to action for Nigerians to brush twice daily and maintain regular dental visits. Through our collaboration with the Nigerian Dental Association, we aim to reach 500,000 people, driving awareness on prevention, detection, and treatment of oral health diseases,” Amie said.
The involvement of the Federal Ministry of Health Nigeria signals official backing for the programme and highlights the increasing role of public-private partnerships in Nigeria’s healthcare ecosystem. Gloria Uzoigwe, head of the dentistry division, Federal Ministry of Health, described the collaboration as a model for scaling health interventions, noting that school-based oral health programmes have already reached thousands of children nationwide.
She acknowledged the critical role of the private sector and professional associations in advancing public health, stating that Unilever’s investment in oral care initiatives and the Nigerian Dental Association’s dedication to professional excellence remain invaluable in driving progress.
Emedom Elias, president of the Nigerian Dental Association, emphasised that oral health remains a critical but often overlooked component of overall well-being. He noted that poor oral hygiene has significant implications, affecting not just dental outcomes but also productivity, communication, and quality of life.
Elias stated that this year’s campaign theme, “A Happy Mouth is a Happy Life,” underscores the importance of oral health to overall well-being.
According to him, oral health should not be seen as healthy clean teeth and gums alone, but also its role in influencing one’s ability to perform tasks such as eating, speaking, learning, working, and relating with others.
He called on the government and other relevant stakeholders to prioritize oral healthcare as an important component of general health. He emphasized the need for both partners to work together to increase access to quality oral healthcare, promote oral health education and awareness, and integrate oral health into the primary healthcare system.
In his keynote address, Abayomi Alli, the head of supply chain, Unilever Nigeria Plc, said that the campaign reaffirms the company’s commitment to extending its impact beyond high-quality products, using partnerships, technology, and community outreach to ensure every Nigerian has access to education, resources, and care to eradicate oral disease and promote healthier lives.
Alli noted that good dental hygiene is essential not only to avoid cavities and gum disease but also to prevent systemic health issues such as diabetes and heart disease.
He added that the campaign was embarked upon with the intention of reinforcing the core message of protecting the family from cavities and bad breath.
“World Oral Health Day is a moment to recommit to transforming oral health awareness and access to care in Nigeria. With the ‘Do The 2’ campaign, Pepsodent is proud to play a role in building healthier smiles across the nation,” he added.
