Children’s Oral Health Campaign 13 May to 13 June 2019

Children’s Oral Health Campaign 13 May to 13 June 2019

May 2, 2019

Delay in distribution of promotional materials for children’s oral health campaign

Colgate-Palmolive has advised that the distribution of their promotional materials for the NHS England children’s oral health campaign has been delayed; therefore community pharmacy contractors will now receive these materials week commencing 13th May 2019.

The NHS England community pharmacy oral health campaign is due to start on Monday 13th May 2019, which means contractors may not receive the promotional materials for the start of the campaign. In that circumstance, contractors can choose one of the following options:

Option 1: Start the campaign on Monday 13th May 2019
Contractors are still able to start the campaign if the Colgate-Palmolive promotional materials have not arrived. Contractors do not have to use the Colgate-Palmolive branded materials for the campaign, they can alternatively, use Public Health England’s (PHE) ‘Top 3 interventions for preventing tooth decay’ as a poster or a prompt to discuss children’s oral health with people visiting the pharmacy.

PHE’s ‘A quick guide to a healthy mouth in children’ also provides a short summary of the key advice that pharmacy teams can communicate to parents and carers.

Option 2: Start the campaign when the Colgate-Palmolive promotional materials arrive
If contractors have already chosen to use the Colgate-Palmolive promotional materials for their campaign, contractors can choose to wait, and start the campaign once the promotional materials arrive. If the promotional materials do not arrive week commencing 13th May 2019, and they still wish to use materials as part of their campaign, they should email: (please include your ODS code and pharmacy address in the email).

The campaign will run until 13th June 2019 and coincides with National Smile Month. Contractors are reminded that they must participate in this campaign as it is one of six campaigns which has been agreed between PSNC and NHS England as part of the Community Pharmacy Contractual Framework.

Actions to take before the campaign begins

  1. Decide which promotional materials you are going to display in your pharmacy;
  2. All patient-facing staff should read the campaign letter from NHS England (which you should have received from your local NHS England team) to ensure they are familiar with the campaign and what they are required to do;
  3. Ask patient-facing staff to familiarise themselves with the messages in the ‘A quick guide to a healthy mouth in children’ so they are ready to communicate this advice to appropriate people visiting the pharmacy (usually parents or carers of children aged under five) – patient-facing staff who completed the Centre for Pharmacy Postgraduate Education’s Children’s oral health training assessment as part of the Quality Payments Scheme should recognise the advice relating to children under the age of five in the briefing;
  4. All patient-facing staff should discuss the likely opportunities for when they will be able to provide advice to families and carers of children under five years, for example, when someone is collecting a prescription for a child or when they purchase a medicine for a child under five years old or purchasing products such as dummies, teething products or baby milk/food; and
  5. If your Pharmacy Local Professional Network has shared a list of local dental practices welcoming child patients during the campaign, or there is a local helpline to help patients find appointments, ensure this is available to all patient-facing staff so they can share this information with people visiting the pharmacy.



As part of the Community Pharmacy Contractual Framework, each year pharmacies are required participate in up to six campaigns at the request of NHS England. Previously, these campaigns were determined at a local level by NHS England teams. However, PSNC recently agreed with NHS England to set these campaigns at a national level so that all community pharmacy contractors participate in the same campaigns thus having a greater exposure to the target groups.

The next public health campaign has been published by NHS England and focuses on children’s oral health. The Children’s Oral Health campaign in community pharmacy will take place from 13 May – 13 June 2019, to coincide with and complement National Smile Month. The pharmacy campaign is aimed at children under the age of 5 years and their families/carers.
In brief, the key messages are around:

  • Limiting sugar intake
  • Commencing tooth brushing as soon as the first tooth erupts, using a small amount of fluoride toothpaste
  • Attending the dentist regularly, ideally starting before the child’s first birthday.

Full information on the campaign including the letter providing advice and information on the delivery of the campaign is available on the LPC website

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