The many and wonderful benefits of chewing gum

To people of my father’s age (I’m 24), it was a much-needed reminder to brush twice a day and visit the dentist.

The same advice still holds 45 years on; and the longevity of the event underlines the importance of oral health in the context of overall public health. But what’s particularly interesting for public health watchers like me, is how the messaging has changed over the period.

Smile '77 majored on ‘brushing', whereas today’s campaign is much broader in focus and, in keeping with the times, underpinned by a strong commitment to social justice.

As the website says, "National Smile Month 2022 is all about shining a light on inequalities within oral health […] Your age, wealth, level of education and where you live all determine how healthy, or unhealthy, your mouth might be”. It then lists the grim consequences for the unfortunate (tooth decay, gum disease and mouth cancer) and sets out ways in which a healthy mouth can be made more affordable.