For a toothpaste brand, what’s a better way to celebrate 100 years of heritage than by offering everyone free access to dental check-ups? This is exactly what Colgate-Palmolive Philippines is doing. In partnership with the Philippine Dental Association (PDA), the iconic brand marked the first day of National Dental Health Month by launching a year-long advocacy. This initiative aims to make dental care more reachable by connecting Filipinos across the country with PDA dentists, helping bridge the gap between our communities and the essential care they deserve.
This mission addresses a deep-seated reality: the crisis of oral health in the Philippines is a product of both structural challenges and economic deprioritization. While the “accessibility gap”—caused by a severe shortage of dentists in rural areas—presents a physical barrier to care, many families are also forced to deprioritize dental check-ups in favor of immediate survival needs, viewing oral care as a “luxury” expense. This is further complicated by the cultural “Kaya pa” mindset, where Filipinos’ natural resiliency leads them to endure pain or use temporary remedies, ultimately treating dental health as a secondary concern until it becomes an emergency.
IN PHOTO: Colgate-Palmolive Philippines Senior Vice President and General Manager, Angel Qi, giving a speech during the event.
“Our first 100 years were about building the foundation,” says Angel Qi, Senior Vice President and General Manager of Colgate-Palmolive Philippines. “Our next 100 will be about deepening our impact. We will continue to innovate, to elevate standards of care, and to support you in every clinic and community across this nation.”
The Philippine Dental Association echoed the importance of early detection and preventive care, noting that many oral health concerns can be avoided—or addressed early—through routine check-ups.
“We have a commitment and a celebration of the work we do together to protect and promote the oral health of every Filipino. Let us live in every effort we make to bring health, dignity, and confidence through a simple smile.” said Dr. Jun Ninal, PDA President.
From moms who prioritize their children’s well-being, to senior citizens who have long postponed a dental visit, and young kids just beginning to form lifelong habits, more Filipinos can now take a step toward better oral health. With every purchase of Colgate Maximum Cavity Protection Toothpaste, Filipinos gain access to a free dental check-up, turning an everyday essential into a gateway to preventive care.
How to avail of the free dental check-up?
IN PHOTO: Colgate-Palmolive Philippines, Vice President for Marketing, Edith Marquez- Reyes
Those who wish to participate in this initiative can do so by simply purchasing any Colgate Maximum Cavity Protection product and scanning the QR code on the pack. You may check Colgate Philippines’ website for full details, including accredited dental clinics and redemption mechanics.
Beyond free consultations, the year-long campaign will also feature educational efforts aimed at strengthening daily oral care habits, further reinforcing Colgate and PDA’s shared commitment to preventive care, education, and long-term oral health.
IN PHOTO: Colgate ambassador, Kathryn Bernardo, gives a speech during the National Dental Health Month celebration.
Kathryn shows support
The launch of this nationwide advocacy was attended by one of Colgate’s brand ambassadors, superstar Kathryn Bernardo, who emphasized how important it is for everyone to take care of themselves, including their oral health. “My hope is that more Filipinos will have that same access. That we continue to build awareness about the importance of oral health here in the Philippines—and work together to make dental care more accessible to everyone.” Bernardo said.
