Signal launches its Social Mission in the Middle East, while announcing the start of a new Saudi oral health programme with the FDI World Dental Federation

The mission will have the single focus of encouraging children to brush twice daily with a fluoride toothpaste.

The announcement coincided with the launch of a new partnership programme with the FDI World Dental Federation, at their Annual World Dental Congress being held in Dubai.

The partnership programme, known as "Live. Learn. Laugh." is in operation in 38 countries and will see Unilever, through its Signal brand, work with the FDI and national dental associations to implement schools programmes to improve children's oral health, encourage children to brush twice daily with a fluoridated toothpaste, and increase oral health education regionally.

"Signal has had a presence in the region for over 50 years. We have a long established history of encouraging positive oral health initiatives and launching our Social Mission together with this unique collaboration with the FDI shows our continuing commitment to promoting positive change," said Unilever Chairman for North Africa and the Middle East, Jan Zijderveld.

The partnership programme with the FDI will be launched in Saudi Arabia, the country with the lowest toothpaste per capita consumption, and is being implemented in association with the Saudi Dental Society. It will focus on first grade primary school children throughout the Kingdom, with each school receiving three visits from dental health workers. All children will be assessed and subsequent visits will involve treatment and oral hygiene instruction. Educational material will be distributed to the children, their parents, and teachers. In total, 200,000 persons will be targeted in 2008.

According to recent study endorsed by WHO, "50% of children in the UK leave school never having had a filling but when compared to Saudi Arabia where more than 90% of school leavers have a dental cavity, one can see the significant challenges faced in the region". In spite of the remarkable progress in the provision of dental care throughout the region, tooth decay is on the rise especially amongst children. According to JT Barnard, Executive Director of the FDI: "This unique partnership will help address these challenges by promoting oral health education."

A certificate of inauguration for the Saudi Dental Society's participation in the Live. Learn. Laugh. programme was presented to Dr. Hassan Al Halawany, Council Secretary of the Saudi Dental Society by Dr. Michèle Aerden, President of the FDI World Dental Federation, at the launch event held today.

Signal will work to deliver its Social Mission through this partnership and many of its other oral health improvement programmes, throughout the rest of the region, working together with key local dental authorities. In the UAE, samples and educational material will be distributed in public schools, while similar initiatives are taking place in other GCC countries with dental associations and the Ministries of Health.

"By 2010, our objective is to reach one million students across the Middle East through various community initiatives, working to improve oral health standards amongst Arab youth," added Zijderveld "Tooth decay is the most common, preventable disease in the region, causing unnecessary pain and suffering. The Live.Learn.Laugh partnership programme with the FDI and the Saudi Dental Society, in conjunction with Signal's wider Social Mission, will address this and help make this condition a disease of the past.'