The Brushing for Life initiative will see health visitors and health care professionals with appropriate training distribute free 'Brushing for Life' packs containing a Colgate toothpaste, toothbrush and a leaflet on oral hygiene to families with young children when they are visiting their local health centre. The staff also give advice to the families parents on the care of their child's teeth, ensuring that oral health is part of general health promotion.

Launching the Brushing for Life initiative, Rosie Winterton said; "Thanks to the introduction of fluoride toothpaste and better oral health education, there have been major improvements in oral health. However, behaviour we learn as children on diet and dental hygiene lasts all our lives. That is why it is so important that children learn to look after their teeth well when they are young. Learning the importance of brushing your teeth well when you are young means you are less likely to suffer from bad oral health when you are older, and that is what these kits are designed to do."

Chris Pedersen, Managing Director, Colgate Palmolive UK, confirmed the active role Colgate will play to ensure the initiative, and the positive impact it will have within local communities, quickly becomes a reality. "Working in partnership with the Department of Health to drive awareness of the 'Brushing for Life' packs with Primary Care Trusts is a key factor for the success of this campaign. Colgate will also work closely with identified Primary Care Trusts throughout the country, to provide ongoing support and educational materials for oral health education programmes that will help young children develop good oral hygiene habits for life."

Marie Gabriel, Chair of Newham Primary Care Trust speaking about the importance of the Choosing Better Oral Health initiative in areas such as Newham where health inequalities remain a major challenge for the health service and wider community said: "This new initiative will enable us to educate families with young children of the benefits of instilling good habits from a young age. The Brushing for Life care packs are an essential resource providing us with the tools to equip parents to start making that difference."

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