Campaign theme 2027
Join Generation Smile
2027-2029: a three year movement for change.
Generation Smile is a generation unlike any other.
It isn't defined by the year you were born. It unites people of every age, background and culture around one shared purpose: making oral health a priority because it is essential to health and well-being—for everyone, everywhere.
With Generation Smile, we want to give people a shared space to say: my oral health matters, and caring for it matters too. We want to create a movement for lifelong oral health - because oral health has the power to change lives, and everyone can be part of that change!
The journey starts here. In year one of our 2027–2029 campaign, we're inviting everyone to Join Generation Smile and help spark a global movement for healthier smiles—working towards a future where everyone can realise their right to oral health and enjoy the lifelong benefits of a healthy mouth.
