The National Smile Month launch event took place in London on 9 May, 2025, with attendance from more than 100 health professionals, campaigners and industry leaders.

The launch event marked the start of the UK’s biggest oral health awareness campaign, which runs from May 12 to June 12, 2025. In its 49th year, National Smile Month aims to unite the dental profession, community partners, and sponsors in promoting better oral health for all. This year’s theme, ‘Feed Your Smile’, shines a spotlight on the often-overlooked connection between diet and oral health.

Nigel Carter, chief executive of the Oral Health Foundation, opened the event, saying, “You can’t have good general health without oral health.”

Nigel said, “National Smile Month is about much more than just raising awareness. It’s about bringing people together – working across the profession and with our trade sponsors to actively promote oral health to communities, patients, and the wider public in meaningful and impactful ways.”

The event also reflected on the campaign’s journey since its beginnings in Birmingham in 1977. Nigel said, “Back then, it was widely expected that people would lose most of their teeth by their 40s or 50s. Today, we’ve made enormous strides, thanks to public education and innovations like fluoride toothpaste. But now, we face a new challenge – the diet-driven damage being done to our oral health.”

He used the opportunity to draw attention to global progress, including the Oral Health Foundation’s education initiatives in Vietnam and support for the World Health Organisation's oral health strategy across Europe.

Nigel also highlighted a key concern around infant nutrition, “There’s an urgent need to address the problem of unhealthy baby food, which encourages a preference for sugary products at an early age. We must support campaigns that promote healthier options right from the start.”

A wider view

The event also featured inspiring contributions from a range of speakers leading oral health efforts across the UK and internationally.

Joanne Downs, advanced oral health practitioner at Kent Community NHS Foundation Trust, shared how her team is putting Feed Your Smile into action across 12 districts. She highlighted the appointment of 401 oral health champions and their work in schools, family hubs, and care homes.

Joanne said, “We’re deeply committed to improving children’s dental health in Kent. Through initiatives like our pilot toothbrushing programme, we’re seeing significant positive impacts. By supporting schools and nurseries in our most deprived districts, we’re making sure that children are brushing their teeth daily and developing lifelong healthy habits.”

Joanne also shared the how the foundation is working with Kent libraries, encouraging teams to get involved with National Smile Month through activities such as oral health colouring sheets.

Rhiannon Jones, president of the British Society of Dental Hygiene and Therapy (BSDHT), presented a thought-provoking talk drawn from her years of clinical experience. She focused on patients who are unengaged from treatment, encouraging clinicians to consider all options before moving a patient to palliative care.

Rhiannon called on clinicians to think differently about common tools. She said, “Mouthwashes are not just a convenience or a quick breath freshener – they’re a vital part of a comprehensive oral care routine.”

Kate Fabrikant, Haleon medical director for Northern Europe highlighted the broader behavioural and systemic challenges we now face in improving oral health.

Kate detailed Haleon’s recent research, conducted with the College of General Dentistry, revealing major barriers in awareness and communication. She said, “The disconnect between what dental professionals believe is the right message and what consumers actually understand is a significant barrier. That’s where collaboration across sectors becomes critical.”

She also called attention to the importance of health literacy, emphasising the importance of making oral health tools accessible for all.

For more information visit www.dentalhealth.org/national-smile-month

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