Thousands of children from vulnerable communities will receive oral hygiene products, through the partnership between Haleon Romania and Salvați Copiii

On the occasion of World Oral Health Day, celebrated every year on March 20, Haleon Romania – the manufacturer of the Sensodyne and pardontax brands, a global leader in consumer health and Save the Children Romania is launching a national initiative aimed at supporting the oral health of children from vulnerable communities, through access to essential products and education for prevention

In the campaign “Your daily oral care routine“, thousands of children across the country will receive basic oral hygiene products such as toothpaste and toothbrushes, along with educational sessions on the importance of daily brushing and prevention. The products in the Haleon portfolio, including Sensodyne and parodontax, are recommended by healthcare professionals and developed based on rigorous scientific research to support prevention and long-term maintenance of oral health.

Oral health, a public health problem

Recent data shows that oral health remains one of the most neglected components of overall health. According to recent studies:

• 2 out of 10 Romanians have never brushed their teeth;
• More than 50% of adults in Romania have missing teeth;
• More than half of children and adults have cavities;
• 8 out of 10 Romanians take pills when they have a dental emergency, instead of consulting a dentist.

These conclusions belong to the study “Oral health barometer“, carried out by the College of Dentists in Romania, in 2024. Specialists point out that the lack of prevention can lead to chronic dental problems, pain, school absenteeism and damage to self-esteem among children.

Concrete intervention in vulnerable communities

Through the partnership with Save the Children Romania, the donated products will reach children from disadvantaged backgrounds, where the organization runs educational and socio-medical programs.

In addition to product distribution, the campaign also includes oral health education activities, with an emphasis on forming good habits from childhood.

Gabriela Alexandrescu, President of Save the Children Romania, said: “For many children from vulnerable backgrounds, access to oral hygiene products is not a guaranteed thing. Through this partnership we can intervene concretely, offering not only basic products, but also education for prevention, which can have long-term effects on their health.“

How you can get involved

• Choose any Haleon oral care product from the range Sensodyne or parodontax
• Use it as part of your daily oral care routine
• Enter the tax receipt on the website dedicated to the campaign – www.motivesazambesti.ro. For every coupon registered on the website, Haleon donates a tube of toothpaste to vulnerable children, together with Save the Children Romania.

Through this initiative, Haleon reaffirms its long-term commitment to children's oral health, helping to support 18,500 vulnerable children through education programs for proper dental hygiene and promoting essential habits for prevention and proper care.

Cătălin Dragoș Crânguș, Country Manager Haleon Romania, emphasizes: “Oral health is not only about aesthetics, but about health, confidence and quality of life. Through “Your Daily Oral Care Routine”, we want to remind people that prevention starts at home, with simple gestures. The partnership with Save the Children Romania allows us to reach where support is most needed – in vulnerable communities and children who have no of access to information and guidance on proper dental care. Thus, we contribute to building healthy habits and a correct oral care education.”

Studies also show that prevention starts with routine:

• brushing twice a day can reduce the risk of tooth decay by up to 45%[1]
• brushing correctly, for two minutes, removes bacterial plaque with 26% more efficient[2]

However, many consumers do not pay enough attention to daily consistency. In vulnerable communities, these risks are amplified by limited access to health services and lack of resources for basic commodities.

The organizations involved emphasize that oral health should not be a privilege, but a basic element of preventive health care. Through this intervention, approximately 18,500 children will benefit from direct support, in an approach that combines access to hygiene products with health education.

Oral Health Caravan: free dental screenings in five cities

At the same time, Haleon runs the Oral Health Caravan, a program dedicated to the general public, which takes place in several cities in the country, in March and early April. The initiative offers free assessments for tooth sensitivity and gum health, highlighting the importance of choosing the right products for individual needs.

The caravan started on March 7 and 8 in Bucharest, arrived in Craiova on the weekend of March 14-15, and in the following period the initiative will continue in 3 other large cities in the country:

• March 20–21 – Brașov
• March 28–29 – Cluj-Napoca
• April 4–5 – Iasi

The caravan reflects the mission of the Sensodyne and parodontax brands to offer specialized solutions and supports Haleon's objective to promote prevention and access to informed oral care in Romania.

Data shows that oral health remains one of the most neglected components of overall health. According to recent studies:

• 65% of adults experience tooth sensitivity;
• 35% have bleeding gums, an early sign of periodontal disease;
• only 6 out of 10 children brush their teeth twice a day.

These conclusions are supported by the study data Oral Health Care in Europe (2022), by research Haleon Omnibus (2025) and by the World Health Organization (WHO), highlighting a significant gap between the real oral health needs and the preventive behaviors adopted in everyday life.

ABOUT HALEON ROMANIA

Haleon is a global leader in consumer health, backed by science, innovation and a genuine understanding of people's real needs. With a solid presence in Romania and guided by Haleon's global goal of providing better health, day by day, with humanity, Haleon Romania acts with responsibility and transparency, having a genuine commitment to improving people's lives and undertakes the mission of making everyday health more accessible, more inclusive and more sustainable for all. And through partnerships with non-governmental organizations and medical professionals, Haleon Romania contributes to projects dedicated to health education and interventions in vulnerable communities.

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