Colgate has announced it will donate $1 for every image or video liked or shared using the hashtag #TimeToSmile to the American Dental Foundation’s (ADA) charitable arm.
The initiative is part of a partnership with Colgate-Palmolive and the ADA to promote the brand’s Oral Health Month programme with the Share More Time, Share More Smiles campaign.
The money raised will be donated to the ADA’s Give Kids A Smile program, which provides free oral health care, education, screening and treatment to underserved children.
This year the brand is focusing the campaign on raising awareness of dental hygiene to Hispanic community in the US.
According to the National Center for Health Statistics, Hispanic adults in the US consistently report more untreated cavities than non-Hispanic adults, while children nationwide miss millions of hours of school due to dental disease.
In a bid to support this demographic, Colgate-Palmolive has created a shareable infographic to educate consumers on dental care.
"Colgate is committed to improving children's oral health around the world," said Carla Kelly, General Manager of US Multicultural Marketing for Colgate-Palmolive.
"Share More Time, Share More Smiles gives us the opportunity to make this happen. As a platform that engages with the entire Hispanic family, we can give parents the tools to adopt healthier oral care habits and encourage more generations of healthy smiles."
