- Pakistan faces challenges in oral health due to limited access, decay, and poor awareness
Oral health is a vital component of general health, yet it often remains overlooked in many parts of the world, including Pakistan. With a population of over 25 crore people, Pakistan faces significant challenges in oral health, including high rates of tooth decay, gum diseases, and limited access to dental care. In this context, advertising by top oral care brands has emerged as a powerful tool for shaping oral health awareness and influencing consumer behavior. International and local brands have not only dominated the market but also played a pivotal role in educating the public about the significance of oral hygiene.
Advertising is a cornerstone of modern consumer culture, and its impact on public awareness cannot be overstated. In Pakistan, where literacy rates and access to healthcare information are limited, advertising serves as a primary source of education for the majority of the population. Top oral care brands influence television, radio, social media, billboards, and even community outreach programs to disseminate messages about oral health. These advertisements often emphasize the benefits of regular brushing, flossing, and dental check-ups, while also promoting specific products designed to address common issues like cavities, sensitivity, and gum disease.
Advertising not only raises awareness but also influences consumer behavior by creating a sense of urgency and responsibility. Ads that highlight the social consequences of poor oral hygiene, such as bad breath or stained teeth, tap into consumers’ desire for confidence and acceptance. This psychological appeal encourages individuals to adopt better oral care practices and invest in quality products. In addition, advertising often positions oral care as a family responsibility. Campaigns featuring parents teaching their children to brush their teeth or families using the same brand of toothpaste reinforce the idea that oral health is a collective effort. This approach has been particularly effective in Pakistan, where family values and traditions hold significant cultural importance.
Bridging the awareness gap
Pakistan faces a significant oral health awareness gap, particularly in underprivileged urban and rural areas where access to dental care is limited. Advertising by oral care brands has helped bridge this gap by making oral health information accessible to a wider audience. The brands use Urdu language and culturally relevant messaging to connect with consumers in rural and semi-urban areas. This approach ensures that even those with limited education can understand the importance of oral hygiene.
Moreover, many campaigns incorporate demonstrations of proper brushing techniques and the consequences of neglecting oral health, such as tooth decay and gum disease. These visual and practical elements make the messages more relatable and actionable for consumers. Advertising has played an important role in improving oral health literacy across the country by addressing misconceptions and providing clear guidance,
Challenges and criticisms
While advertising by oral care brands has undoubtedly contributed to raising awareness, it is not without its challenges and criticisms. One major concern is the commercialization of oral health, where the primary goal of advertising is to drive sales rather than promote public health.
Some critics argue that brands focus more on promoting premium products that may be unaffordable for low-income consumers, rather than addressing the root causes of oral health issues, such as poor dietary habits and lack of access to dental care.
Another challenge is the prevalence of misleading claims in some advertisements. For instance, certain ads may exaggerate the benefits of a product or diminish the importance of professional dental care. This can create unrealistic expectations and lead to over-reliance on over-the-counter products, rather than seeking professional treatment at the right time when it is needed.
To maximize the positive impact of advertising on oral health awareness, brands must strike a balance between commercial interests and public health goals. This can be achieved by:
Promoting Affordable Products: Brands should focus on making quality oral care products accessible to all segments of society, including low-income consumers.
Collaborating with Healthcare Professionals: Partnering with dentists and public health organizations can help ensure that advertising messages are accurate, evidence-based, and aligned with medical recommendations.
Expanding Community Outreach: Beyond traditional advertising, brands in collaboration with dental schools and Pakistan Dental Association can organize free dental check-up camps, school programs, and workshops to directly engage with communities and provide hands-on education.
The writer is a Dean Faculty of Dentistry, Baqai Medical University