By Allison Watkinson
TLL Reporter
Colgate’s Bright Smiles, Bright Futures program and Hip Hop Public Health have released a new educational music video called Paste Time.
Established in 1991, Colgate’s Bright Smiles, Bright Futures program provides oral health educational resources to underserved communities through partnerships with social impact organizations and community initiatives. The BSMF program currently has a presence in over 100 countries worldwide.
“Colgate-Palmolive is committed to reimagining a healthier future for all – and this can be seen by our Bright Smiles, Bright Futures program that has been part of our Company for more than 30 years,” said Colgate SVP, Dr. Gillian Barclay. “Our program promotes oral health and wellbeing for communities that have been underserved and marginalized, and much of our success stems from partnering with organizations that support and help advance our goals. Hip Hop Public Health’s mission and ability to build health equity in communities that are underserved through harnessing the power of music and culture makes it an excellent partner,” Dr. Barclay added. “We are confident that Paste Time will reach — and more importantly positively impact — the children and families who stand to benefit most from its message.”
Performed by Doug E. Fresh, the song is intended to serve as an educational tool that teaches effective oral hygiene practices to children and families.
The track also includes contributions from Dr. Olajide Williams of Columbia University, youth artist Heaven, and Dr. Monique Hedmann-Maxey (Docta Mo Flow).
In addition, the Paste Time music video features students from Dryden Street Elementary School in New York and Trevitt Elementary School in Ohio. The students were given the opportunity to be included in the video after being honored at the 2022 Bright Smiles Kids Awards event.
“I’ve always been extremely passionate about oral health, because it affects our overall health and wellbeing, and I love using music as a fun way to reach and teach our young people about the importance of healthy living practices,” said Hip Hop Public Health co-founder, Doug E. Fresh.
The Paste Time song and music video were produced and composed by Q. Worthy with BJ Gray as co-writer.
Co-founded by Dr. Olajide Williams and Doug E. Fresh, Hip Hop Public Health is a music and culture-focused non-profit organization that creates research-based educational resources to improve health and wellbeing in under-served and marginalized communities.
Hip Hop Public Health creates culturally-relevant content using evidence-based frameworks for health promotion and behavior change such as the Multisensory Multilevel Health Education Model and the Child-Mediated Health Communication framework.
“We know that building health literacy at a young age is key to combating health disparities in communities that are underserved,” said Hip Hop Public Health co-founder, Dr. Olajide Williams. “That’s why Hip Hop Public Health was so excited to partner with Colgate to bring our proven approach of using music as a transformative learning tool to this critical topic of oral health care for young people. Paste Time is an uplifting song and video that shares important educational messages and inspires kids and families to develop strong, sustainable teeth-brushing habits.”
The Paste Time music video is available to stream for free online at Hip Hop Public Health’s official website.
All of the organization’s educational resources are available for free on their website to help remove access barriers for teaching, learning and health literacy. Their resource portfolio includes more than two hundred different health education-focused resources.
Colgate-Palmolive Company is a multinational consumer product company that primarily serves the oral care, home care, pet nutrition and personal care markets.
The company currently sell its products in more than 200 countries and territories around the world through its extensive portfolio of brands.
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