MediCare Pharmacy Group in conjunction with Colgate and Wisdom has launched a novel campaign aimed at encouraging children in Primary One classes to brush their teeth regularly.

The 'Bright Start' scheme provides a free toothbrush and toothpaste to each child in schools close to MediCare pharmacies.

Each child receives a voucher, calls in with a parent to any pharmacy and receives a free toothpaste and toothbrush. The voucher also incorporates a helpful tips for healthy teeth and colouring in competition giving them the chance to win a prize and £100 for their school.

Johnny McGonagle, Medicare Area Manager said, "A pharmacy might seem to be an unlikely place to get information about dental care but our pharmacies are at the heart of the local community.

"By targeting young children in Primary One, we are creating a link between the routine of starting school and the routine of brushing your teeth.

It's just a case of getting children into the habit of taking care of their teeth as part of their new daily ritual."

The campaign will run until the end of October.

month of of 5 year olds and 70 per cent of 8 year old school children in certain areas had obvious decay experience in their primary 'milk' teeth.

The Bright Start scheme is being run in conjunction with Colgate and Wisdom and be running in all of MediCare Pharmacies across Northern Ireland during September and October.