Closing America’s Smile Gap – James S Westbrooks

Using the power of retail to help close a gap in care

Closing America’s Smile Gap was one of the most meaningful projects I’ve been part of. As a P&G Force for Good initiative, success wasn’t measured by conversion alone. This work set out to address a real, systemic problem: millions of children across the U.S., from all backgrounds, lack access to basic dental care. Crest’s ambition was to be a genuine force for good—using its scale, its retail partnerships, and its brand equity to raise awareness, provide access, and invite shoppers to actively participate in closing the what they termed the 'smile gap'. Our challenge was to turn a complex social issue into something visible, human, and actionable—without losing credibility or impact at shelf.

Enlisting Shoppers in Closing the Smile Gap

We grounded the work in Crest’s equity while deliberately breaking visual expectations in the oral care aisle. A striking black-and-white photography system cut through the color-saturated retail environment, giving us the ability to show the reality of limited access to dental care alongside moments of confidence and joy. The contrast made it clear this was serious, meaningful work—without losing hope or humanity.

Inspired by graphic language historically associated with social change, including the work of Barbara Kruger, we used bold, declarative typography to transform messaging. This was a rallying cry—enlisting shoppers to actively participate in closing America’s Smile Gap.

Turning Purpose into Action, City by City

At the heart of the program was a traveling dental lab—a custom-wrapped Airstream trailer designed to deliver free dental screenings, education, and care products directly to underserved communities. In partnership with major retailers, the mobile lab traveled across the eastern half of the United States and throughout the South, transforming parking lots into access points for families who needed care most.

Retailer-supported event days were promoted in advance, drawing local communities to receive on-site dental screenings, education, and take-home products like toothbrushes and toothpaste. The program also took center stage at major moments, including a keynote presence at the Kroger Wellness Festival, where the mobile lab became a focal point of the event—amplifying both reach and impact.

…and Retailer by Retailer

We worked closely with retail partners including Walmart, Kroger, CVS, Dollar General, and others to develop custom in-store executions tailored to each environment. Using a flexible key visual system, we adapted messaging and layouts to fit different store formats while maintaining a consistent voice and purpose.

From interior displays to event signage, each execution reinforced the same message: access to dental care matters, and together we can help close the Smile Gap. The result was a program that scaled nationally while still feeling locally relevant—meeting shoppers where they were and inviting them to be part of the solution.