Trident is donating a portion of its proceeds during the first week in September to Smiles Across America, a program by nonprofit Oral Health America that subsidizes dentistry for underserved kids.
September 1-7, Trident will donate 5¢ for every package of Trident gum purchased to the program as part of a three-year commitment to help the organization shed light on the importance of pediatric oral health in the U.S.
Trident has committed $1.5 million to the program, money that supports various government agencies, businesses, schools, and clinics trying to improve the oral health of children whose parents can't afford to take them to the dentist. The Trident commitment will more than double the number of children served through the program, according to Cadbury Adams, manufacturers and distributors of Trident.
Trident has also hired public relations and advertising agency Ketchum to help publicize the availability of low-cost care for children.
One clinic benefiting from the program is the Children's Dental Center of Greater Los Angeles, which charges low-income children who don't have dental insurance only about $45 per visit.
"We're trying to get the word out that there are these clinics," said Corina Ramirez, D.D.S., who teaches students working at the clinic.
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