How Pepsodent Is Combating Oral Health Misinformation via Social Creators

Unilever Indonesia's Pepsodent has launched TeethTalk Academy, a structured training program that converts dental professionals into social media creators. Developed by Omnicom Advertising, the inaugural workshop was held in March 2026 in Indonesia.

Indonesia's Oral Health Gap Drives the Program's Design

The program responds directly to a documented public health problem. Approximately 96% of Indonesians did not visit a dentist in the past year. Only 2.8% of the population brushes their teeth correctly.

Pepsodent and Omnicom Advertising identified social media misinformation as a key driver of this gap. Without credible dental voices online, inaccurate health information spreads unchecked to younger audiences who increasingly form health beliefs through digital platforms.

"Today, many young people form their beliefs about health and oral care on social media. If credible oral care voices do not show up in these spaces in ways that feel authentic and engaging, misinformation can easily fill the gap," said Sarvesh Raikar, Regional Creative Lead at Omnicom Advertising.

Eight-Module Curriculum Covers Professional Content Creation

The academy's curriculum spans eight competency areas: niche discovery, lighting and editing, on-camera presence, content formats, short-form storytelling, personal branding, trendjacking, and social media engagement.

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The program targets dentists, dental undergraduates, and oral care advocates. Faculty includes Dr. Milad Shadrooh, known globally as The Singing Dentist, alongside Indonesian creators Zaki, Twomann, and Vinco.

"When they show up in ways that are engaging, human and relatable, it can completely shift how people think about dental care," said Dr. Shadrooh, who serves as lead instructor.

Madhurjya Banerjee, Senior Global Brand Director for Oral Care at Unilever, framed the program as an extension of the brand's long-standing professional relationships. "Dentists are the backbone of oral health education, and Pepsodent has been proud to stand alongside this community for more than 90 years. In today's digital world, great expertise at times needs an additional layer of storytelling to reach people," he said.

Brand-Owned Creator Training Marks a Structural Shift

TeethTalk Academy represents a move away from one-off influencer sponsorships toward a brand-owned pipeline of trained creators. No comparable brand-owned creator academy for dental or healthcare professionals has been identified elsewhere in Southeast Asia.

Pepsodent's prior community health work provides context for the scale of ambition. In 2024, the brand's Healthy Smile Indonesia program educated 2 million schoolchildren on oral health basics. TeethTalk Academy extends that community health approach into the digital creator economy.

Unilever Indonesia's existing digital capabilities provide the distribution infrastructure for trained dentfluencers. A Ramadan TikTok campaign for Rinso and Sunlight generated more than 6 million views, with a hyper-relevant content strategy delivering a 22% boost in engagement visibility.

Global Expansion Planned Following Indonesia Pilot

Unilever has confirmed plans to expand TeethTalk Academy to additional markets globally, with Indonesia serving as the pilot. Banerjee cited strong potential for international rollout, positioning the program as a replicable model for oral health communication across regions where dental access and health literacy gaps are similarly acute.

Long-term reach and engagement metrics for the March 2026 cohort have not yet been reported.