The campaign will run in partnership with SOS Children’s Villages for ten weeks, from 1 May to 9 July, across all major retailers nationwide.
While this is the second year for the campaign in Ireland, Mars has partnered with SOS Villages for 11 years, helping 16,000 children each year in rural Botswana, the company noted.
Welcoming the return of the ‘Chew for Change’ campaign, Anne Sheeran, corporate affairs specialist at Mars Multisales Ireland, said, “Poor dental hygiene can have a serious impact on a person’s health and well-being, which is why ‘Chew for Change’ is such an important campaign, and one that we are proud to support.”
Mars noted that it will donate a minimum of €40,000 – a portion of Extra chewing-gum sales in that time period.
The SOS Children’s Villages Oral Health Programme will use the donations to fund training and support for project managers in communities, supply teaching materials, and provide toothbrushes and toothpaste.
The donation will also be used to host training programmes for teachers, caregivers, and health personnel, so that they can pass this knowledge on to the children in their communities.
Alison Wallace, CEO of SOS Children’s Villages in the UK, said, “Dental hygiene in many rural and poverty-stricken areas around the globe is a result of a lack of health education and a lack of access to adequate cleaning products.
“That is why this partnership between Mars Wrigley Extra and SOS Children’s Villages is so important – because together we can provide the education and access to dental healthcare that is so very much needed.”