A new campaign, ‘Kind to Teeth’, focused on early years, has been launched to mark the start of this year’s National Smile Month (14th May – 14th June) and to help promote healthier drink choices for under-5s in Cheshire West and Chester.
Research from the Child Dental Health Survey in 2013 revealed that, by the age of five, nearly a third (31%) of children in England, Wales and Northern Ireland had obvious decay in their milk teeth.
A separate study from Public Health England found that 12% of three-year-olds in England show evidence of tooth decay – having on average three decayed, missing or filled teeth.
Experts say sugary drinks are a major part of the problem.
They add that sugar is not necessary in the diet, especially for children, and when consumed in the form of sugary drinks it can cause a whole host of health issues: including tooth decay, obesity and type 2 diabetes.
Food Active, along with Cheshire West and Chester Council, are running a GULP (Give Up Loving Pop) early years campaign entitled ‘Kind to Teeth’ to improve knowledge and to raise awareness of the health risks associated with the consumption of sugary drinks in under-fives.
The campaign has been launched to coincide with National Smile Month, the UK’s largest and longest-running campaign to promote good oral health.
The Kind to Teeth campaign has been developed by nutritionists plus dental health and early year’s specialists and is aimed at parents of children under five years of age, to help promote healthier drinking habits in the early years.
Ian Ashworth, director of public health at Cheshire West and Chester Council, said: “The early years is a fantastic window of opportunity to influence healthy food and drink patterns, as habits are often established when children are young.
“Allowing our young children to become accustomed to sweet tastes from an early age can have negative effect on their dental health and continued over-consumption can also lead to problems in later life, such as weight gain and type 2 diabetes.
“The Kind to Teeth campaign will help to educate parents on the health risks associated with consuming sugary drinks in the early years, and emphasise that water and milk are the best source of hydration for their young one.
“We hope it will help to influence healthy drinking patterns from the early years and throughout their growth and development into adulthood.”
Cllr Louise Gittins, cabinet member for communities and wellbeing, added: “Improving the health of our area’s young children is a key priority for us, so I am very pleased that the Kind to Teeth campaign is being promoted by our local authority.
“We know that reducing the amount of sugar we eat and drink is important, but it is easy to forget babies and young children are also included in this.”
According to a 2015 survey published by Public Health England, 20.3% of 5-year-olds in Cheshire West and Chester had experienced dental decay before they started school.
The survey also highlighted that more than 20% of local children who started school in 2016 were either overweight or obese.
“Tackling unhealthy drink habits in the early years is a crucial preventative measure to protect our young children against poor dental health and weight gain,” concluded Cllr Gittins.
National Smile Month is the UK’s largest and longest running campaign to promote good oral health.
Find out more here: www.nationalsmilemonth.org
