A series of activities were developed to take advantage of the March 20 world oral health day (WOHD) to drive awareness around the poor oral hygiene habits of the lower demographic in Nigeria.

These activities included:

Press launch - Addressing key opinion leaders, and also introduce all the elements of the campaign to the stakeholders, and seek their buy-in.

Internal Launch - Get staff to understand the concept of Brushing twice daily with Pepsodent, and serve as First Ambassadors for our message.

School Activation - Visit primary schools that fall within the lower demographic, and get them to understand the "Brush Twice Daily" message through action which included live demo and theme song adoption.

Community Outreach - Bringing dental clinics to communities with the lowest dental hygiene awareness level, and drive our message using dental experts.

WOHD - Celebrating WOHD with all parties who have been part of the campaign.

Press Launch - 1 day event; over 100 guests, coverage in 5 major media houses pan Nigeria.

Internal Launch - Over 300 staff participated in the 1 day activation.

School Programme - A 21 day behavioural change activation implemented per school. Activation lasted for a total of 3 months cumulatively.

Community Outreach - A total of 10 communities were reached with dental checks for over 9,000 people.

WOHD - Over 1,500 public/private school children engaged at the event with representatives from government, regulatory, Unilever global team, and press. Featured in all top media channels pan Nigeria

Reached over 700,000 primary school children in public schools

Provided free toothbrush and toothpaste to all children reached

Sales improved by 6% YoY in an otherwise slow category

Brand equity scores improved by 12%

Message Awareness was at an all time high

We created a consumer product in the process; theme song was adopted into consumer phone ringtone.

TV: Event broadcasted to over 2 million viewers

Radio: Event reached over 6 million listeners

Digital: Event hashtag #brushbrush gathered over 13 million impressions