Generation Smile introduces a street art-inspired visual identity intended to emphasise participation and community. A central feature is a global digital mural to which people can contribute messages of support, turning individual contributions into a collective artwork. During the launch, FDI’s campaign and social media manager, Francesca Nava, said that street art was selected because of its community-centred character and its ability to cross cultural and geographic boundaries.

During the launch event, Dr Anna Lella, chair of the WOHD working group, reviewed the results of the 2024–2026 campaign cycle, which began with “A happy mouth is a happy body”, highlighting links between oral and general health. In 2025, “A happy mouth is a happy mind” focused on mental well-being, and the 2026 theme, “A happy mouth is a happy life”, addressed oral health across the life-course.

She said that around 220 territories participated in the campaign cycle, and more than 1,500 activities were reported. Campaign content generated nearly 105 million views between 2024 and 2026. Resource downloads increased to 79,000 in 2026. Dr Lella also highlighted a WOHD webinar held in February that attracted around 650 registrations—approximately 80% more than for comparable webinars in previous years. Dr Lella encouraged FDI members and other stakeholders to continue supporting WOHD activities: “Let’s build on the momentum and make the 2027 WOHD campaign our most impactful yet.”

Toothie, FDI’s beaver mascot, starred in the movie-inspired 2024–2026 campaign and gained more than 3,600 Instagram followers in less than three months this year. For Generation Smile, Toothie is taking on an ambassador role, and the campaign places greater emphasis on community participation and advocacy. The first year focuses on building a broad global community. In subsequent years, FDI plans to make that community more visible through stories from different countries and age groups and ultimately to strengthen advocacy for access to oral healthcare in line with its Vision 2030.

“We want to create a movement for lifelong oral health—because oral health has the power to change lives, and everyone can be part of that change,” FDI President Dr Nikolai Sharkov said. He added that Generation Smile was intended to create a lasting legacy for future generations.

During the launch session, Dr Sharkov presented the 2026 WOHD awards to the winners. Tanzania Dental Association received the award in the Most Educational Activity category, the Turkish Dental Association in the Best Media Campaign category, the Hermosillo Dental Student Association in the Best Campaign by a Dental Students’ Association category and Arrow Dental Centre in Kenya in the Most Engaging Community Campaign category.

David Cooke, associate director of partnerships and corporate relations at FDI, highlighted the contribution of the campaign partners. The initiative is supported by Dentsply Sirona, Haleon and Solventum, as well as non-profit partner Smile Train. Lion Corp., a Japanese manufacturer of oral care and household products, was announced as a new partner, and Dental Tribune International is the campaign’s official media partner.

WOHD is observed annually on 20 March. It was first declared in 2007 and was originally marked on 12 September, the birthday of FDI founder Dr Charles Godon. In 2013, the date was changed to March to avoid a clash with the FDI World Dental Congress, which is traditionally held in September. More information can be found at www.worldoralhealthday.org.