{"id":63097,"date":"2026-05-13T10:02:43","date_gmt":"2026-05-13T08:02:43","guid":{"rendered":"https:\/\/pharma-trend.com\/en\/oral-b-announces-the-big-rethink-2026-launching-one-of-europes-largest-disability-focused-oral-health-studies\/"},"modified":"2026-05-13T10:02:43","modified_gmt":"2026-05-13T08:02:43","slug":"oral-b-announces-the-big-rethink-2026-launching-one-of-europes-largest-disability-focused-oral-health-studies","status":"publish","type":"post","link":"https:\/\/pharma-trend.com\/en\/oral-b-announces-the-big-rethink-2026-launching-one-of-europes-largest-disability-focused-oral-health-studies\/","title":{"rendered":"Oral\u2011B Announces The Big Rethink 2026, Launching One of Europe\u2019s Largest Disability\u2011Focused Oral Health Studies"},"content":{"rendered":"<div>\n<ul class=\"bwlistdisc\">\n<li>\n<i>Oral\u2011B and iADH build on four years of action to advance inclusive oral care and whole\u2011body health<\/i><\/li>\n<li>\n<i>41% of Europeans identify as living with a disability, representing a four\u2011point increase wave\u2011on\u2011wave<\/i><\/li>\n<\/ul>\n<p>BARCELONA, Spain&#8211;(BUSINESS WIRE)&#8211;Oral\u2011B today announces <b>The Big Rethink 2026<\/b>, the next evolution of its flagship oral health inclusion programme, developed in partnership with the <b>International Association for Disability and Oral Health (iADH)<\/b>. The new phase introduces Project Steady, <b>one of Europe\u2019s largest real\u2011world studies exploring oral care experiences among people with disabilities<\/b>, their carers and dental professionals. The programme aims to reduce everyday barriers to oral care through inclusive design, evidence-based research and professional education.<\/p>\n<p><a href=\"https:\/\/mms.businesswire.com\/media\/20260511175864\/en\/2803668\/5\/IMG_3746_VSCO_2.jpg\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260511175864\/en\/2803668\/22\/IMG_3746_VSCO_2.jpg\"><\/a><br \/><a href=\"https:\/\/mms.businesswire.com\/media\/20260511175864\/en\/2803668\/5\/IMG_3746_VSCO_2.jpg\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260511175864\/en\/2803668\/21\/IMG_3746_VSCO_2.jpg\"><\/a><br \/><a href=\"https:\/\/mms.businesswire.com\/media\/20260511175864\/en\/2802165\/5\/Oral-B_Logo.jpg\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260511175864\/en\/2802165\/22\/Oral-B_Logo.jpg\"><\/a><br \/><a href=\"https:\/\/mms.businesswire.com\/media\/20260511175864\/en\/2802165\/5\/Oral-B_Logo.jpg\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260511175864\/en\/2802165\/21\/Oral-B_Logo.jpg\"><\/a><\/p>\n<p>\n<b>Oral health for Whole-Body Health<\/b><\/p>\n<p>\nSince its launch in 2022, The Big Rethink has been grounded in a clear belief: oral health is fundamental to whole\u2011body health, confidence and quality of life. For people with disabilities, barriers to daily oral care can have wider health and social implications &#8211; making inclusion an essential part of improving oral health outcomes.<\/p>\n<p>\nThe mouth is the gateway to the body and therefore acts as a mirror to your overall health. According to the World Health Organisation (WHO) oral disease affects nearly 3.5 billion people,<sup>1 <\/sup>Oral-B is on a mission to make the invisible connection between <i>oral health <\/i>and <i>whole body health <\/i>visible and to empower people to take their health into their own hands.<\/p>\n<p>\n<b>A growing and unequal challenge<\/b><\/p>\n<p>\nNew research from the Oral-B European Disability Study 2025 reveal that <b>41% of Europeans identify as living with a disability<\/b>, representing a <b>four\u2011point increase wave\u2011on\u2011wave<sup>2<\/sup><\/b>, driven by a broader range of visible and invisible conditions. Based on a survey of <b>more than 9,000 adults across nine European markets<sup>3<\/sup><\/b>, the findings reveal a significant disparity in daily oral care experiences.<\/p>\n<ul class=\"bwlistdisc\">\n<li>\n52% of people with physical disabilities and 63% people with cognitive disabilities report struggling with oral care, compared with <b>33% of non\u2011disabled people<\/b>. These gaps highlight the need for oral health systems, services and tools to better reflect the realities of everyday life<sup>4<\/sup>.<\/li>\n<\/ul>\n<p>\n<b>Project Steady: One of Europe\u2019s largest real\u2011world oral health studies<\/b><\/p>\n<p>\nAt the heart of <i>The Big Rethink 2026<\/i> is a six\u2011month, multi\u2011country study gathering real\u2011world feedback from people with disabilities, their carers and dental professionals across Europe. The study known as <b>Project Steady<\/b> represents the next wave of The Big Rethink, focused on understanding lived experience and identifying practical ways to remove everyday barriers to oral care. The Europe\u2011wide study builds on learnings from an earlier pilot phase led by dental professionals, which highlighted how everyday usability challenges can disrupt oral care routines.<\/p>\n<p>\nIn the pilot case study of dexterity impaired patients run in February-March 2026 in collaboration with Dr Ana Molina, <b>90% reduced areas with high amount of plaque after one month of using the accessory with Oral-B iO2<\/b>, with <b>40% <\/b>also showing <b>improved gum health<\/b><sup>5<\/sup>.<\/p>\n<p>\nConsumer feedback highlighted practical everyday benefits, with consumers commenting:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\n\u201cEasier to hold and control for people with limited hand dexterity.\u201d<\/li>\n<li>\n\u201cMore comfortable brushing experience.\u201d<\/li>\n<li>\n\u201cHelps clean more tooth surfaces and reach difficult areas.\u201d<\/li>\n<\/ul>\n<p>\n<b>From insight to action<\/b><\/p>\n<p>\nAs part of the large study, participants will use Oral\u2011B\u2019s <b>iO2 electric toothbrush<\/b> alongside a <b>new adaptive accessory<\/b>, designed to address two common, practical challenges to brushing:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\n<b>Control and ergonomics<\/b> &#8211; improved grip, manoeuvrability and button access<\/li>\n<li>\n<b>Stability and toothpaste application<\/b> &#8211; helping prevent roll\u2011away and make toothpaste use easier<\/li>\n<\/ul>\n<p>\nThe expected outcomes are:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nA more accessible brushing experience, reducing everyday usability barriers<\/li>\n<li>\nImproved oral-health results, supported by real- world product performance<\/li>\n<li>\nSolutions shaped directly by lived experiences, informed by participant feedback throughout the study<\/li>\n<\/ul>\n<p>\n<b>Oral-B Disability Champion Programme<\/b><\/p>\n<p>\nOral-B has recently launched a test for 200 Disability Champions across Europe to test the adaptive accessory with respective patients<\/p>\n<p>\nOral-B launched the Disability Champions Award Programme as part of its ongoing mission to make oral care for accessible to everybody. In partnership with the iADH, the programme aims to make the dentist office experience across Europe more inclusive and positive for those with disabilities and their caregivers.<\/p>\n<p>\n<b>A long-term commitment to inclusion<\/b><\/p>\n<p>\n<i>The Big Rethink 2026<\/i> complements Oral\u2011B\u2019s ongoing initiatives:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\n<b>Disability Champions programme,<\/b> which supports more disability\u2011positive dental practices,<\/li>\n<li>\niADH co\u2011created education programme designed to help dental professionals better support patients with disabilities.<\/li>\n<\/ul>\n<p>\nBy pairing large\u2011scale research with inclusive design and professional education, <i>The Big Rethink 2026<\/i> marks a decisive step in addressing barriers to oral care and supporting better whole\u2011body health for more people.<\/p>\n<p>\n<b>Paolo Grue, Senior Vice President, Oral Care Europe, Procter &amp; Gamble<\/b>, said: \u201cWe are incredibly proud to be continuing and evolving The Big Rethink. Since its launch, it has shown that oral health is not an isolated issue &#8211; it is fundamental to whole\u2011body health, confidence and quality of life. With <i>Project Steady<\/i>, we are building on that commitment by launching one of our most ambitious research initiatives to date listening directly to people with disabilities and translating real\u2011world insight into practical, inclusive solutions. This is how we create real, lasting progress. When inclusion leads, better oral health and better overall health follows.&#8221;<\/p>\n<p>\n<b>Professor Pedro Diz Dios, President, International Association for Disability and Oral Health (iADH) <\/b>said: \u201cThe link between oral health and general health is well established, yet many people with disabilities still face daily obstacles to basic oral care. Research of this scale, rooted in everyday experience, is essential if we are to develop evidence\u2011based solutions that genuinely improve oral health outcomes and advance health equity.\u201d<\/p>\n<p>\n<b>Regina Rubio Odgers, Senior Scientist\u2013 Oral Care R&amp;D, Oral\u2011B<\/b>, said: \u201cWhat we heard consistently through earlier phases of The Big Rethink was that small, everyday design challenges can have a significant impact on people\u2019s ability to maintain oral care routines. This study allows us to take those insights into real\u2011world testing -ensuring solutions are shaped by lived experience and designed to work in everyday life.\u201d<\/p>\n<p>\n<b>Dr. Ana Molina, Dental Professional and Clinical Lead, Oral\u2011B Pilot Study<\/b>, said: \u201cRunning the pilot study showed us how small, practical barriers can quickly disrupt daily oral care routines. By testing solutions in real\u2011world conditions with patients and carers, we were able to generate insights that are directly relevant to both clinical practice and product development. This next phase allows those learnings to be scaled and strengthened.\u201d<\/p>\n<p>\n<b>About Oral-B<\/b><\/p>\n<p>\nOral-B\u00ae was founded in 1950 by a California periodontist, who invented an innovative toothbrush to help his patients achieve healthier teeth and gums at home. Oral-B\u00ae continues to stay true to his mission and is today the worldwide leader in the over $5 billion brushing market. Part of the Procter &amp; Gamble Company, the brand manufactures electric toothbrushes and toothpaste for adults and children, oral irrigators, and interdental products.<\/p>\n<p>\n<b>About the International Association for Disability and Oral Health (iADH)<\/b><\/p>\n<p>\nThe iADH is a global organization with over 8000 members from all sectors of health and social care interested in disability and oral health who work to share their scientific knowledge, research, clinical skills and collective experience to reduce barriers to care and improve oral health outcomes for people with disability.<\/p>\n<p>\n<sup>1<\/sup> <i>Oral Health <\/i><a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.who.int%2Fnews-room%2Ffact-sheets%2Fdetail%2Foral-health&amp;esheet=54533929&amp;newsitemid=20260511175864&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.who.int%2Fnews-room%2Ffact-sheets%2Fdetail%2Foral-health&amp;index=1&amp;md5=06123c8e50d5e6e41aa849cce336d236\" rel=\"nofollow\" shape=\"rect\"><i>https:\/\/www.who.int\/news-room\/fact-sheets\/detail\/oral-health<\/i><\/a><i> (Accessed April 2021)<br \/>\n<br \/><\/i><sup>2 <\/sup>2025 base n=9085; Showing data from Oral-B European Disability Study 2025; Increases and Decreases wave-on-wave are highlighted \u2013 these are from comparisons against data collected between 2021 and 2023<br \/>\n<br \/><sup>3 <\/sup>2025 base n=9085; Showing data from Oral-B European Disability Study 2025; Increases and Decreases wave-on-wave are highlighted \u2013 these are from comparisons against data collected between 2021 and 2023<br \/>\n<br \/><sup>4 <\/sup>2025 base n=9085; Showing data from Oral-B European Disability Study 2025; Increases and Decreases wave-on-wave are highlighted \u2013 these are from comparisons against data collected between 2021 and 2023<br \/>\n<br \/><sup>5 <\/sup>Oral-B Pilot Case Study report<\/p>\n<p> <b>Contacts<\/b> <\/p>\n<p>\nDominique Kooner<br \/>\n<br \/><a target=\"_blank\" href=\"&#x6d;&#x61;&#x69;&#x6c;&#x74;&#x6f;&#x3a;&#x64;&#x6f;&#x6d;&#x69;&#110;&#105;&#113;&#117;&#101;&#46;&#107;ooner&#64;&#x70;&#x67;&#x6f;&#x6e;&#x65;&#x2e;&#x63;&#x6f;&#x2e;&#x75;&#x6b;\" rel=\"nofollow\" shape=\"rect\">d&#111;&#109;&#x69;&#x6e;iq&#117;&#101;&#x2e;&#x6b;oo&#110;&#101;&#x72;&#x40;pg&#111;&#x6e;&#x65;&#x2e;c&#111;&#46;&#x75;&#x6b;<\/a>, 07940034200<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Oral\u2011B and iADH build on four years of action to advance inclusive oral care and whole\u2011body health 41% of Europeans identify as living with a disability, representing a four\u2011point increase wave\u2011on\u2011wave BARCELONA, Spain&#8211;(BUSINESS WIRE)&#8211;Oral\u2011B today announces The Big Rethink 2026, the next evolution of its flagship oral health inclusion programme, developed in partnership with the &#8230; <span class=\"more\"><a class=\"more-link\" href=\"https:\/\/pharma-trend.com\/en\/oral-b-announces-the-big-rethink-2026-launching-one-of-europes-largest-disability-focused-oral-health-studies\/\">[Read more&#8230;]<\/a><\/span><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":{"0":"entry","1":"post","2":"publish","3":"author-business","4":"post-63097","6":"format-standard","7":"category-industry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Oral\u2011B Announces The Big Rethink 2026, Launching One of Europe\u2019s Largest Disability\u2011Focused Oral Health Studies - Pharma Trend<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pharma-trend.com\/en\/oral-b-announces-the-big-rethink-2026-launching-one-of-europes-largest-disability-focused-oral-health-studies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Oral\u2011B Announces The Big Rethink 2026, Launching One of Europe\u2019s Largest Disability\u2011Focused Oral Health Studies - Pharma Trend\" \/>\n<meta property=\"og:description\" content=\"Oral\u2011B and iADH build on four years of action to advance inclusive oral care and whole\u2011body health 41% of Europeans identify as living with a disability, representing a four\u2011point increase wave\u2011on\u2011wave BARCELONA, Spain&#8211;(BUSINESS WIRE)&#8211;Oral\u2011B today announces The Big Rethink 2026, the next evolution of its flagship oral health inclusion programme, developed in partnership with the ... 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