This year’s National Smile Month – which kicked off on 16th May – sees Wrigley’s Extra launch The Extra Smile Back Project, a purpose-led campaign developed to educate families on the importance of good oral health.
This is the fourth year that Wrigley has been a platinum sponsor of National Smile Month, the UK’s largest and longest-running oral health campaign. This year Wrigley is showcasing its increased commitment to protecting smiles with a campaign that funds education at the heart of the community.
For every pack of Extra sugarfree gum sold in the UK from 23rd May to 16th July, Wrigley will make a donation to its chosen charity partner, Action for Children. The monies from The Extra Smile Back Project will fund the creation of oral health workshops, aiming to educate 10,000 children and their families.
To highlight the importance of protecting children’s smiles, Wrigley’s Extra has also created a children’s book – The Lost Smile – in partnership with award-winning children’s author and playwright Joseph Coelho and illustrator Sheena Dempsey. The book will be available to purchase via www.smileback.wrigley.co.uk and the profits from every book sold will be donated to Action for Children and the Oral Health Foundation.
To support the book launch, a four-week TV campaign to promote The Extra Smile Back Project is running across all major broadcasters. The Lost Smile’s author will also take part in nationwide PR activity.
Julio Guijarro, Wrigley UK Marketing Director, commented: “The Extra Smile Back Project is great for retailers looking to get involved and increase gum uptake over the eight week period. Not only will encouraging customers to purchase a pack of Extra gum boost sales in store, you will be encouraging smiles as Wrigley donates money for every pack sold.”
