Unilever goes beyond profit

MANILA, Philippines - Global consumer products giant Unilever considers their toothpaste brands among their major products, reaching some four billion mouths or approximately 70 percent of the world’s population. Currently, Unilever — with Close-up and Pepsodent as its two major toothpaste brands — ranks number two in global toothpaste sales.

In the Philippines, Close-Up has become an icon of sorts since it was introduced in the country in the late 60s and until now, it is one of the company’s top toothpaste brands.

But for Unilever, raking in profits is not their sole focus as they have a mission and an advocacy to improve the oral health of people across the world.

 Unilever feels that people, specifically all children, regardless of their status in life, should have access to quality oral health care and be able to brush their teeth with a flouride toothpaste.

Sadly, there are still parts in the world where children can’t afford to buy a toothpaste and practice good oral hygiene because of poverty. This is one of the major reasons why there is a high incidence of cavities and mouth diseases particularly among children, in poor countries.

To address this problem, Unilever spearheaded its Live. Learn. Laugh program in 2004, a unique global partnership between Unilever Oral Care and the FDI World Dental Federation which supports oral health improvement projects run by National Dental Associations in partnership with Unilever brands. The partnership provides funding for oral health promotion projects around the world.

In the Philippines, Unilever has partnered with the Philippine Dental Association (PDA) to introduce this program in 2007 through the Batang May K project: Kalinisan, Kalusugan, Kinabukasan — an intensive oral health and personal hygiene project targeted toward Filipino school-age children in Batangas.

Batang May K program encourages twice daily brushing of teeth among children as well as handwashing, proper diet and deworming as part of keeping the kids’ overall health wellness. It is also one of the more than 30 oral health improvement projects under Unilever’s Live. Learn. Laugh program.

The first phase was launched in several municipalities in Batangas, through the support of its governor Vilma Santos.

The program has become so successful so that this year, Unilever has launched the second phase of the program, again in partnership with the PDA.

For the second phase, Unilever President Fernando Fernandez said the new goal is to work together to measurably improve oral health care through twice daily brushing with a flouride toothpase.

Fernandez underscored the importance of providing oral health care to Filipino children, especially in rural areas where there is no access to flouride toothpastes.

 “Good oral care is a building block for health and well-being and an improved oral care must begin at the grassroots level,” Fernandez told reporters at the press launch of the second phase of “Batang May K” at the PICC convention center last Wednesday.

 “Ninety seven percent of Filipino children six years and below have cavities and only 10 percent can afford to buy toothpaste. Our role, our corporate social responsibility is to prevent cavities and the Batang May K program is our small action to make a difference,” Fernandez added.

Pepsodent is Unilever’s affordable flouride toothpaste in the market and with its cheap price, children can already brush their teeth twice a day for a healthy, cavity-free smile.

 “Small, everyday actions, whether brushing your teeth twice a day with fluoride toothpaste or washing your hands with soap can add up to a big difference for the world. These small actions can significantly reduce levels of tooth decay or the number of children who die from diarrheal disease on a global scale,” said Fernandez.

Dr. Robert Tajonera, PDA president shared the view of Fernandez and cited studies that some 91.7 percent of Filipino children six years and below suffer from a chronic childhood disease called early childhood caries or ECC.

“Although there are an adequate number of dentists in the country (28,000), 90 percent of them work in private practice, leaving only one public health dentist to attend to every Filipino. This program will benefit the less privileged kids. It is very important to introduce to the children the value of brushing their teeth twice a day as it will make a difference to prevent cavities and other-related mouth diseases,” he said

 “Phase 2 of Batang May K program aims to have a greater impact on oral health,” he added.

Tajonera said the project will soon be rolled out in a number of public day care centers throughout Batangas.

The first phase of the program was piloted in four municipalities in Batangas and has benefited a total of 2,900 day care pupils in 108 day care centers in Calaca, Padre Garcia, Malvar and San Pascual in Batangas.

Phase II, which will start this coming school year, will be expanded to include eleven more municipalities such as Talisay, Mataas na Kahoy, Cuenca, Ibaan, Lipa, Nasugbu, Tingloy, Tuy, Bauan, Taal, San Nicolas all in Batangas.

Aside from encouraging children to brush their teeth twice a day with a fluoride toothpaste, they will also be taught about other important hygiene practices/healthy habits like hand washing with soap, eating a nutritious diet, waste segregation and bi-annual de-worming.

 “Twice daily brushing is an important habit for a healthy mouth. Learning healthy habits as young children makes them a part of a routine and by teaching children healthy habits in pre-school, we are giving them the gift of a healthier start in life,” explained Dr. Analia Mendez, Global and Personal Healthcare and Home Hygiene Partnership Director, Unilever at the press launch.

FDI World Dental Federation president Dr. Roberto Vianna for his part, said brushing one’s teeth twice a day is “a first step to a healthier mouth and can make a big difference because it cut cavities by 50 percent.”

Tajonera said it is high time Filipinos realize that oral health care is just as important as maintaining a healthy body.

 “ Not many Filipinos are aware that on all malignancies that can affect the human body, at least three percent befall the mouth which, in many cases, severely affect people’s daily functions. In fact, a number of Filipinos don’t often pay attention to toothaches believing that oral problems haven’t really caused mortality anyway which shouldn’t be the case,” he said.