Colgate and HK Dental Association raise awareness of gum health

Colgate has teamed up with the Hong Kong Dental Association to raise public awareness of proactive gum disease prevention.

From 30 April 30 to 7 May, the “TOTAL periodontal health lab” will be held at Metro City Plaza in Tseung Kwan O. Supporting by PARKnSHOP and Watsons under the AS Watson Group, the campaign will also launch the first territory-wide community oral health survey in Hong Kong, collecting data to inform future oral care strategies.

In conversation with MARKETING-INTERACTIVE, a spokesperson from Colgate said apart from raising public awareness of gum disease, the pop-up also serves as the kickoff platform for Hong Kong’s first territory-wide community oral health survey, collecting real data to support future oral care development.

The survey aims to collect first-phase data to support the development roadmap of local oral care products, targeting the general public, health-conscious consumers interested in preventive care, shoppers at PARKnSHOP and Watsons, families and individuals at risk of gum disease. 

The initiative targets the collection of 5,000 real data samples, including age group, gender, and plaque levels, to assess the local risk levels of periodontal disease (severe, moderate, and mild). The campaign kickoff ceremony will take place at 1pm on 30 April, while the event will be open to the public starting from 12pm on 1 May.

Unearthing insights

Compared to the earlier whitening-focused activation, this campaign shifts from aesthetic benefit to health-led positioning. It also includes a real-time plaque detection with optical imaging, with deeper involvement of dentists, pharmacists, and Hong Kong Dental Association. This aims to create a holistic experience which combines screening, consultation, education, gaming and social sharing in one ecosystem.

Celebrating its 185th anniversary this year, PARKnSHOP and Watsons are joining hands with Colgate to promote oral health under the theme: “Healthy gums = Whole-body health: Proactive gum disease prevention.” The initiative collaborates with various NGOs to engage communities through on-site screenings, interactive education, and professional consultations.

Participants will learn proper brushing techniques and oral care fundamentals in a fun, relaxed environment, encouraging the adoption of daily healthy habits and enhancing awareness of gum disease prevention.

Riding on Colgate’s global “Bright smiles, bright futures” programme, the event will feature a Smile Power Station, where participants can share their smiles for charity. For every smile collected, Colgate will donate one toothpaste to the Hong Kong Dental Association’s outreach programmes.

The campaign adopts a multi-layered engagement strategy combining education, experience, and CSR, including interactive game zones to make oral care learning fun; free dentist and pharmacist consultations to build trust and credibility; a large-scale oral health survey to position Colgate as a thought leader; “Smile power station” donation mechanic, bringing the activation into neighborhoods to drive accessibility and participation.

The campaign is amplified via on-ground activation, retail network under PARKnSHOP and Watsons, social media, hashtags, NGO and community networks, PR and media. 

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