‘Do the 2: Brush Day and Night’ campaign drives oral health awareness

•From left: Head of Dentistry, Federal Ministry of Health, Dr. Gloria Uzoigwe; Brand Manager, Pepsodent, Lauretta Amie; President, Nigerian Dental Association, Dr. Emedom Elias; Head of Corporate Affairs, Communications & Sustainability, Unilever Nigeria Plc, Zainab Obagun; Head of Supply Chain, Unilever Nigeria Plc, Abayomi Alli and Marketing Manager, Oral Care, Unilever Nigeria Plc, Elvis Twumasi, during a press conference to announce the celebration of the 2026 World Oral Health Day by Pepsodent in Lagos.

In a country where preventable diseases still account for a significant share of health burdens, oral health often sits quietly in the shadows—overlooked, underfunded, yet deeply consequential. But a renewed push to change that narrative is now underway, as Pepsodent, in collaboration with the Nigerian Dental Association (NDA), launches an ambitious nationwide campaign aimed at transforming how Nigerians care for their teeth.

Unveiled at Unilever Nigeria’s headquarters in Lagos on Monday, the 2026 World Oral Health Day (WOHD) campaign—aptly themed “Do The 2”—is more than a corporate initiative. It is a strategic public health intervention designed to instil one of the simplest, yet most neglected habits: brushing twice daily. Running through March 21, the campaign is already gaining momentum across 17 key states, with a deliberate focus on major urban centres such as Lagos, Abuja, Port Harcourt, and Enugu. Its reach is ambitious—targeting up to 50 million Nigerians through a mix of school programmes, public activations in high-traffic locations, and free dental camps.

At the heart of the campaign lies a stark reality: millions of Nigerians continue to suffer from oral diseases that are largely preventable. From tooth decay to gum disease, the consequences extend far beyond discomfort. Poor oral health has been linked to broader systemic conditions, including diabetes and cardiovascular disease, making it a silent but potent contributor to the country’s overall disease burden.

Speaking at the launch, Pepsodent Brand Manager, Lauretta Amie, framed the campaign as both a call to action and a cultural reset. According to her, “Do The 2” is designed not only to raise awareness but to drive behaviour change across all age groups. “The campaign is a call to action for Nigerians to brush twice daily and maintain regular dental visits,” she said, noting that the initiative aims to directly engage at least 500,000 individuals with targeted education on prevention, early detection, and treatment of oral diseases.

But beyond messaging, the campaign is built on partnerships—an approach that public health experts increasingly view as critical to tackling complex health challenges. The involvement of the Federal Ministry of Health and the Nigerian Dental Association underscores the growing recognition that oral health cannot be treated in isolation. Dr. Gloria Uzoigwe, Head of the Dentistry Division at the Federal Ministry of Health, highlighted the significance of such collaborations. She noted that the partnership exemplifies how public and private sectors can align to advance national health priorities, particularly through initiatives like school oral health programmes that have already reached thousands of children across the country. Her remarks reflect a broader shift in health policy thinking—one that acknowledges prevention and early education as cost-effective strategies in a resource-constrained system. By targeting schools, the campaign taps into a critical window where lifelong habits are formed, potentially altering the trajectory of oral health outcomes for an entire generation.

For the Nigerian Dental Association, the campaign also serves as a timely platform to amplify a message that has long struggled for attention. Its President, Dr. Emedom Elias, described the 2026 World Oral Health Day as a pivotal moment to reframe public understanding of oral health. This year’s global theme, “A Happy Mouth is a Happy Life,” he explained, goes beyond aesthetics. Oral health, he argued, is intrinsically linked to quality of life—affecting everything from nutrition and speech to learning, productivity, and social interaction. “Oral health should not be seen as clean teeth and gums alone,” Elias said. “It influences our ability to eat, speak, learn, work, and relate with others.”

His call for greater prioritisation of oral healthcare within Nigeria’s health system is both urgent and pragmatic. Despite its far-reaching implications, oral health services remain unevenly distributed, with limited integration into primary healthcare—a gap that continues to hinder access, particularly in underserved communities. That gap is one the “Do The 2” campaign seeks to bridge, at least in part, through grassroots outreach and mobile dental services. By bringing care directly to communities, the initiative reduces barriers to access while reinforcing the importance of preventive practices.

From a corporate standpoint, the campaign also signals a broader evolution in how companies define their role in society. For Unilever Nigeria, the initiative is part of a growing emphasis on impact-driven engagement—leveraging products, partnerships, and platforms to address real-world challenges. Abayomi Alli, Head of Supply Chain at Unilever Nigeria Plc, described the campaign as an extension of the company’s commitment to improving health outcomes beyond the marketplace. He stressed that oral hygiene is not merely about avoiding cavities or bad breath but is integral to overall health and well-being. “Good dental hygiene is essential not only to prevent oral diseases but also to reduce the risk of systemic conditions such as diabetes and heart disease,” he noted.

His remarks echo a growing body of global research linking oral health to non-communicable diseases, further reinforcing the need for integrated health approaches. Yet, for all its scale and ambition, the success of the “Do The 2” campaign will ultimately depend on its ability to translate awareness into sustained behaviour change—a challenge that has long plagued public health interventions.