Love at first brush

ACCORDING to the National Oral Health Survey in 2010, over 95% of Malaysian adults think they have good oral health. In reality, one in three still suffers from oral health problems that have led to the rise in periodontal disease over the last 10 years.
Further statistics prove why many of us are still stuck on the misconception, as a large percentage believe that harder bristled toothbrushes do a better job at removing bits of food and plaque in our teeth.
SPREADING AWARENESS
Systema, Japan’s number one toothbrush brand has highlighted the issue through its “Love At First Brush” campaign. It intends to educate the public on choosing the right toothbrush, which can make a huge difference to oral health, oral care regime and overall health.
Inspired by the Japanese heritage of oral health and driven by Lion Corporation’s principle of keeping more than 20 of one’s teeth until age 80, the campaign is persuading Malaysians to opt for softer tapered bristled toothbrushes.
It also highlights the important point that cleaning teeth with hard bristles will ultimately cause more damage and harm, especially when using additional force while brushing.
A REFRESHING CHANGE
According to Southern Lion Sdn Bhd oral care department marketing manager Nazura Jalil (pix), she is baffled why Malaysian consumers are typically choosing harder bristles despite worldwide recommendations from dentists. “Excessive pressure when brushing will result in sore and bleeding gums, without achieving maximum oral cleanliness,” she informs.
Taking off from the successful “Start Right, Brush Right” campaign, the “Love At First Brush” with Systema aims to change the oral hygiene scene.
In a recent consumer survey conducted by Systema, eight out of 10 consumers have found affection for its toothbrushes thanks to the brand’s patented 0.02mm soft-tapered bristles that clean gently yet thoroughly. “We want to encourage more Malaysians to take the very first step in maintaining their dental health for longer, with the right toothbrush. From what we have seen, heard and read, more Malaysians are switching to Systema toothbrushes,” Nazura said.
PROPER ORAL HYGIENE
Collaborating with Watsons, the campaign ran a seven-day roadshow from June 6 to 12, offering free oral check ups by dentists using intra-oral dental camera technology.
Systema also teamed up with deejays from major radio stations to share their Systema Love At First Brush experiences. MixFM’s Prem Shankar and Aishah Sinclair, SinarFM’s Abby Fana and Era’s Haniff Hamzah are now all proud Systema toothbrush users.
To reach a wider audience, Systema introduced the very first online selection tool in Malaysia to encourage Malaysians pick the right toothbrush to suit every need. Head over to www.loveatfirstbrush.com to fall in love with your first Systema toothbrush.