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The Lion Group places emphasis on fostering children’s awareness of dental and oral health in order to help them stay healthy for a lifetime. Aiming to teach correct oral care to elementary school students, the Lion Group has held the Oral Health Event of Tooth Brushing for Children since 1932. Currently, the event is held annually in countries throughout Asia.
For the 81st edition held in 2024, 5,377 schools and approximately 300,000 elementary school students participated in the event, with participating schools setting the date of the event and viewing educational materials on DVDs.
In addition to the Oral Health Event of Tooth Brushing for Children, the Group conducts oral healthcare activities at educational institutions such as kindergartens, nursery schools, and junior and senior high schools in various countries, mainly in Asia, to teach children proper tooth brushing techniques in a fun and enjoyable way. Through our tooth brushing instruction, children learn the importance of brushing their teeth. These initiatives are conducted in cooperation with dentists, dental hygienists, teachers and staff, as well as national governments, administrative agencies and external partners.
The Group works not only with children but also with governments, dental professionals and partner companies to encourage preventive dental habits among all people throughout Asia, including pregnant mothers, the elderly, office workers and patients at dental clinics. We also participate in disaster prevention events in various regions to promote oral healthcare in times of disaster, when hygiene risks are higher. In Japan, we have published a booklet on everyday preparedness, etc., and provide information on cleanliness and healthcare during disasters, as well as participate in disaster prevention events in various regions to spread the word.
The Group, in collaboration with external partners, is developing a variety of initiatives to help everyone develop their own preventive dental habits, regardless of their living environment, physical, economic, educational or informational status. In Asia, we conducted oral healthcare awareness activities for visitors to churches and welfare facilities.
Action: Okuchikarada Project
Since 2021, we have been promoting the Okuchikarada Project, an initiative aimed at fostering oral healthcare habits and self-esteem among children. In particular, we are working to ensure that children from economically disadvantaged families,* who are more likely to have caries, do not miss out on oral healthcare. We have developed a proprietary experiential program about dental and oral health, and are working with NPOs to provide this program mainly through “kodomo shokudo” (children’s cafeterias). Through content like quizzes and games, the program helps children enjoy learning about oral healthcare and develop their own oral healthcare habits. One of the most popular activities for children is decorating their own toothbrushes. Since 2024, we have also been working to expand consumer engagement by holding in-store events in collaboration with retailers to promote the formation of healthy habits. These activities are also conducted as part of an experiential sustainability training program, serving as a means of educating both executives and employees about sustainability.
* Source: Department of Social Medicine, National Center for Child Health and Development, Adachi City and Adachi City Board of Education (Fiscal 2016)
