Listerine launches national healthy mouth/healthy body campaign

Listerine has launched a major educational campaign to increase awareness of the link between a healthy mouth and a healthy body.

The campaign includes the sponsorship of the first ever Australian Gingivitis Week, educational events in capital cities, widespread public relations activities on the "healthy mouth/healthy body" link, point-of-sale promotions and a television commercial that went to air nationally.

The campaign is underpinned by a raft of emerging science that points to a relationship between gum disease and broader, more serious health problems. Listerine Antiseptic Mouthwash has been shown to reduce the development of gingivitis and plaque by up to 50%, thus helping to keep your whole mouth healthy.

Consumer research commissioned by Listerine in Australia shows that around one in four adult Australians do not know what gingivitis is (Newspoll study conducted amongst 1224 adults aged 18-64 nationally in February 2007). Similarly, one in four do not think there is a link between poor oral hygiene and serious health conditions.

According to Dr Yvonne Sum from the Faculty of Dentistry at the University of Sydney, increased use of an antiseptic mouthwash effective against gingivitis has the potential to significantly improve dental hygiene.

"Most people understand the importance of regular brushing and flossing. But dental professionals now agree that the message should really be 'brush, floss and rinse with an antiseptic mouth wash'. Given the links between dental hygiene and broader health, any campaign that helps raise awareness of effective methods for reducing gingivitis should be commended," Dr Sum said.

The campaign is the first of its type in Australia to be sponsored by the manufacturer of an antiseptic mouthwash.