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Rob Lowe Helps Crest Launch the Healthier Smiles Project

September 26, 2017

The numbers are alarming.

Kids with poor oral health care are three times more likely to miss school, more than 51 million school hours are lost each year due to school-related illnesses, and kids with toothaches are nearly four times as likely to have a lower GPA. That is why Crest established the Healthier Smiles Project, an initiative designed to raise awareness and provide toothpaste to schools across the country.

Actor Rob Lowe, a father of two boys and the son of a school teacher, helped Crest launch the program and spread the message with a media reception in New York City featuring interviews, a roundtable discussion and photo opportunities.

Crest’s PR partner Citizen Relations turned to Synergy to develop and execute the reception. The agency managed all aspects of the event, including transforming a loft space into a classroom setting and designing high school-themed branding and décor that included lockers and trophy cases.

The Crest Healthier Smiles Project is conducted in partnership with the PTA and Feeding America, and the brand is donating hundreds of thousands tubes of toothpaste to Feeding America’s school pantry program. Consumers were also able to get involved by uploading a picture of their smile with the hashtag #healthiersmilesproject, with Crest donating five tubes of toothpaste for each photo.

”I was shocked with the numbers,” Lowe said in one of his media interviews. “Academics were a huge, important part of raising my kids, and kids with poor oral health are three times more likely to miss school and that’s not okay.”

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