The Drum Awards Festival - Extended Deadline

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Agency: VML
Date: May 2024
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Fluoride is beneficial for children's teeth keeping them healthy and strong. However, too much fluoride can lead to dental fluorosis, potentially damaging teeth, bones and joints. Dentists often use analogies like rice, peas and chickpeas to correspond with a child's age when teaching parents and their children about the right amount of toothpaste to use. This is because children may not have developed the motor skills necessary to get the correct amount by themselves.

We designed an adjustable rotating toothpaste. On the top of the lid, we added levels that match the rice-pea-chickpea analogy dentists use to teach children and families. Turning the lid to correspond with the child's age enables them to dispense the appropriate amount of toothpaste. As a result, they have a toothpaste lid usable from age 2 to 12, ensuring the right amount of fluoride strengthens their teeth throughout development.