Oct. 30, 2009 (PR Newswire) --

NEW YORK, Oct. 30 /PRNewswire/ -- Colgate-Palmolive Company, the world leader in oral care, announced this week that it has reached 100 million children in the United States, providing free dental screenings, oral health education and treatment referrals as part of its ongoing national education program Colgate Bright Smiles, Bright Futures®. The company celebrated the milestone with a "brush-a-thon" in midtown Manhattan that featured over 170 children from Juan Ponce De Leon Public School of the Bronx, NY and actress and musician Miranda Cosgrove, star of the Emmy-nominated television series "iCarly."

Colgate was joined by Diahann Billings-Burford, Chief Service Officer for the City of New York and leader of NYC Service, an initiative that promotes service and volunteerism in New York City. Ira B. Lamster, D.D.S., M.M.Sc., Dean of Columbia University's College of Dental Medicine, and Bright Smiles, Bright Futures community, education and professional partners were also present at the celebration. Actress and musician Miranda Cosgrove, a role model for young people, helped emphasize the importance of good oral care as she led the students in a celebratory "brush-a-thon."

"It is unfortunate that there are millions of people who can't get to or can't afford to go to the dentist, which is why efforts like this are so important," said Miranda Cosgrove. "Children are busy and distracted and don't realize how important it is to practice good dental habits or what maintaining them can mean in terms of their overall health. I am hoping that getting the message out will help encourage more kids to brush their teeth and go to the dentist."

Colgate set the ambitious "100 Million Smiles" goal in the United States in 2002 to help reduce the epidemic of oral disease in urban and rural areas where children are especially at risk. Colgate's Bright Smiles, Bright Futures program, which began in 1991, uses mobile dental vans staffed with volunteer dentists to conduct free dental screenings, distribute multicultural educational materials, samples, and educate children and their families about the importance of maintaining good oral health. Since launching this program, Colgate has also provided grants to dental students to encourage new practices in underserved areas.

Getting children to develop good brushing habits early is critical. Oral disease remains a national epidemic with tooth decay now being the single most common chronic childhood disease among ages 5 to 17 -- more common than asthma or hay fever(1).