Photographer Rankin is leading a campaign with Aquafresh to help British children smile confidently.

Renowned British photographer Rankin has joined forces with dental health brand Aquafresh to challenge society’s obsession with the ‘perfect’ smile, emphasising that healthy teeth are the true standard of beauty.

Rankin said, “Embrace your wonky teeth, because as long as they are healthy, they make you who you are.”

Aquafresh and Rankin's open portrait exhibition is challenging society’s obsession with perfect teeth, emphasising that perfect teeth are just healthy teeth.

A recent study conducted by Aquafresh has uncovered concerning statistics:

  • Nearly half of British children aged four to 11 have experienced low confidence due to societal pressure regarding their dental appearance.
  • Nearly one in two British children feel less confident due to pressure to have ‘perfect’ social-media smiles.
  • New study reveals societal pressure affects children’s self-esteem; with nearly half of kids saying they have experienced low confidence due to their teeth’s appearance.
  • A staggering 98 per cent of parents recognise dental health’s impact on their kid’s overall confidence.

According to the research, issues such as: missing teeth, tooth colour, and alignment, contribute significantly to children’s insecurities, with 36 per cent admitting to feeling embarrassed to smile or laugh.

Rankin expressed his enthusiasm for the partnership, stating that this campaign aims to, “Inspire children to embrace their uniqueness and recognise that perfection is subjective.”

The impact of this pressure extends beyond children, with nearly half of parents acknowledging their child’s self-consciousness regarding their teeth. An overwhelming 98 per cent of parents recognise the crucial role dental health plays in their child’s overall confidence and self-esteem.

To address these concerning findings, Rankin and Aquafresh have curated a powerful portrait exhibition featuring primary school children proudly displaying their unique smiles, complete with wobbly, gappy, and ‘snaggly’ teeth.

These captivating images will be showcased at a gallery exhibition in London, inviting the public to celebrate the diversity of healthy smiles and challenge conventional beauty standards. “

Rankin added, “Perfection is an attitude – so being able to help kids embrace their wobbly, wonky teeth and realise what is ‘considered’ as perfect teeth doesn’t matter. Let’s challenge the status quo – and encourage kids to be unique and confident!”

Dr Linda Greenwell, founder of the Dental Wellness Trust, said: “Whilst Rankin’s moving portraits demonstrate the joy in a child’s proud, toothy smile, it’s also heartbreaking to find out that half of children are feeling low in confidence due to the way their teeth look.

“We know that if teeth are looked after and healthy, they are perfect! Dental health should be as much a part of a child’s self-care routine as washing their body and getting enough sleep – especially as we navigate the Dental Health crisis in the UK, and it becomes harder than ever to secure a dentist’s appointment.

“It’s so important for grownups – at home and in schools - to instil good dental hygiene habits in kids - habits will last a lifetime. Aquafresh has kindly supported The Dental Wellness Trust for three years, helping us to promote oral health amongst children and whilst we’re making huge progress, this research proves that there’s still vital work to be done!”

Monica Michalopoulou, spokesperson for Aquafresh, said, “We’re thrilled to unveil these captivating images captured by Rankin, empowering children to take pride in their healthy teeth — because healthy teeth are just perfect teeth! Our longstanding commitment to shedding light on dental care challenges faced by families remains unwavering. We are dedicated to our ‘Shine Bright’ schools’ campaign — a vital initiative that amplifies awareness and enriches dental education for parents, teachers, and children across the UK, that’s in its fifth year. This program, accessible to all primary schools, emphasises the importance of early teeth brushing through fun and engaging activities.”

The Rankin x Aquafresh gallery is open to the public on April 27 and 28, 2024, between 10-5 pm, at Black & White Soho, 59 Greek Street, London, W1D 3DZ.

Author: