Bangkok--May 27--Ogilvy Public Relations Worldwide
“Close Up”, the leading oral care products from Unilever, and the Ministry of Public Health today declare war against bacteria by launching the first “Close Up Clean Up” campaign to educate Thai people about proper oral care and allow them to check remaining plaque on their teeth using “Clean Checker”.
Mr. Anutin Charnvirakul, Public Health Minister, said, “Teeth and oral health are big problems for Thais of all ages. The 5th national oral health survey revealed that more than 87% of Thai children aged between 3-6 years have problems with their teeth. Meanwhile, over 85% of people aged 12 years up suffer cavity or loss of teeth. Such problem is more severe in the provinces. This is a serious problem that needs to be solved urgently because oral health will lead to good health.
“The cooperation between Close Up oral care products and the ministry is a very important campaign that will raise awareness among people at grass root level to pay more attention to their teeth. I believe this campaign is crucial to the success of the government’s health policy. This campaign teaches people to understand the problem, know how to solve and prevent the problem. These are keys to sustainable growth in the future.”
Mrs. Wannipa Bhakdibutra, Managing Director — Personal Care Business, Unilever Thai Trading Ltd., said, “Close Up oral care products have long been established in the Thai market. We are committed to “add vitality to life”, which is the mission of Unilever. Under this mission, we will meet consumers’ everyday needs for hygiene and personal care with brands and products that help people feel good, look good and get more out of life.
“We realize that the cause of oral health problem is improper care. We, therefore, cooperate with the Ministry in the “Close Up Clean Up” campaign to directly address this needs. We hope to educate people how to take proper care of their oral health by brushing their teeth correctly, using quality toothbrush and toothpaste with proven efficacy. People can also use the “Clean Checker” tool provided by Close Up to check whether their teeth are completely clean.”
The “Close Up Clean Up” campaign, which will start now and last until end of July 2005, will be introduced in 10 major provinces in the North Eastern region including Buriram, Chaiyapum, Khon Kaen, Nakhon Ratchasima, Roi Ed, Sakol Nakhon, Sri Saket, Surin, Ubon Ratchathani and Udon Thani.
Under the co-campaign, Close Up will support the 50,000 national health volunteers with Close Up toothpaste and toothbrush as well as “Clean Checker” which will be used for proper oral care demonstration.
“Clean Checker”, generally used by dentists, is an efficient tool to check bacteria plaque on teeth, which is the cause of tooth cavity. In general these germs are invisible. The easy-to-use “Clean Checker” will reveal the plaque. Close Up, therefore, brings the tool to help consumers check by themselves how much plaque remains on their teeth.
By dipping an end of the “Clean Checker”, which is a cotton bud with special chemical, into water, rubbing that end on the teeth, leaving it for 30 seconds before rinsing it off. The remaining plaque will become pink, showing that consumers need more brushing on the spots. The Clean Checker is approved by the Food and Drug Administration.
For general consumers, the Clean Checker comes free with Close Up Fluo-Active toothpaste in 160 gm size (both in double and single pack) and 40 gm size.
In the launch period, Close Up will promote the advantage and instruction on how to use the Clean Checker through various media including print and television.
Unilever Group of Companies in Thailand is a fast moving consumer goods company with a strong presence in Thailand for more than 70 years. Unilever offers Thai consumers with a wide range of leading brands in five categories. Home Care products include Breeze, Omo and Surf detergents; Comfort Fabric softener; Sunlight dishwashing liquid; Vim floor cleaning products. Personal Care are Axe, Rexona deodorant, Close-Up toothpaste, Sunsilk, Clinic Clear hair care products, and Dove. Skin Care and Cleansing include Pond’s, Vaseline, Citra skin care products and Lux, and Unilever Network; Ice Refreshment and Foods for Wall’s Ice Cream, Knorr, Lipton Ice Tea; and Bestfoods.
For further information: Pongtip Tesaphu
Unilever Group of Companies in Thailand
Tel. 0 2554 3430
Punchama Chatchen ([email protected])
Ninrat Deesomsuk ([email protected])
Ogilvy Public Relations Worldwide Limited
Tel. 0-2205 6615, 0-2205 6618 End.