A firm, Pepsodent, in its drive toward deepening oral hygiene among kids, has begun the 2025 Brush Day & Night awareness campaign in three locations across the country with the target of reaching 2.7 million pupils.

The initiative, which is part of the firm’s ongoing move to sensitise pupils about oral hygiene, will be carried out in 4,567 schools across six locations that include Lagos, Abuja and Kano in this current term and Enugu, Owerri and Port Harcourt in the next term.

The campaign features the 21-day Brush Day and Night Challenge, aimed at encouraging children to brush their teeth in the morning and at night for at least two minutes daily for 21 days. This will help pupils imbibe the habit of brushing day and night and increase their chances of being cavity-free all through their lifetime.

Brand Manager of Pepsodent, Mary Akindola, who spoke about the initiative, said that the initiative is being implemented in schools across Nigeria to embed proper oral hygiene habits in children, especially in areas where dental care is often neglected, to raise a generation of healthy, confident and future leaders, who will also be change-agents by being good oral hygiene ambassadors in their sphere of influence.

Akindola said that the initiative was conceived by instilling good oral hygiene practices from an early age, adding that such behaviour sets the foundation for lifelong practices.

“School absenteeism among pupils is often linked to dental problems, which can be prevented with simple oral hygiene routines. By encouraging children to brush their teeth twice daily for at least two minutes, we can significantly reduce the risk of tooth decay. And according to the World Health Organisation (WHO) data, almost half of the world’s population battle with cavities. So, the school programme is our contribution to promoting good oral hygiene among pupils in Nigeria.

“Through initiatives like the 21-day brush day and night challenge, we aim to instil lifelong good brushing habits in children. When these practices are adopted early, they not only improve oral health but also contribute to a better quality of life in the long term,” she said.

Also speaking, Consumer Engagement Centre Specialist for Unilever, Gloria Olatunbosun, said that Pepsodent aims to equip children with the knowledge and habits needed to reduce oral health issues by promoting consistent brushing with fluoride-based toothpaste and embarking on the 21-day brush day and night challenge.

In his remark, the Education Secretary, Ajeromi-Ifelodun Local Council Education Authority, Remi-Williams Abiola, commended the firm for consistently supporting oral health education in the council.