Children’s Dental Health Mandatory Campaign

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Key messages

  • Limit sugar intake
  • Commence tooth brushing as soon as the first tooth erupts, using a small amount of fluoride toothpaste
  • Attend the dentist regularly, ideally starting before the child’s first birthday


Children’s Oral Health is a MANDATORY Public Health Campaign – participation is required by all pharmacies as part of the Community Pharmacy Contractual Framework (CPCF).

The Children’s Oral Health campaign in community pharmacy will take place from 13 May – 13 June 2019, to coincide with and complement National Smile Month. The pharmacy campaign is aimed at children under the age of 5 years and their families/carers.


Will be distributed to all pharmacies by Colgate during w/c 29 April.

It is unusual for NHS England to utilise commercially sponsored material for public health campaigns, but there are specific reasons why we have chosen to do so for the upcoming oral health campaign. PSNC have however made us aware that some of their members are not comfortable with this position. With this in mind the following has been agreed with PSNC:

  • Colgate branded materials are distributed to pharmacies but their use is at the discretion of the pharmacy contractor
  • If the pharmacy contractor decides not to use the branded materials, they should still participate in the campaign by providing verbal advice to parents during the campaign period, based on the guidance in PHE’s A quick guide to a healthy mouth in children and the CPPE children’s oral health training undertaken by many pharmacy staff
  • As an alternative to the Colgate branded materials they could display the Top 3 tips for preventing tooth decayinfographic attached to the earlier email

Make the campaign work for your pharmacy

  • Visit your local dental practice to share the campaign details so there is a collaboration across the professions
  • Log this as an HLP outreach activity for your HLP Health Champion
  • Interestingly, the dentists are also planning a campaign to encourage parents to bring young children to the dentist for a check up as soon as they have their first teeth – so your dentist may ask you to support their campaign once the details are released.