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Photographer Rankin leads campaign with Aquafresh to address the confidence crisis in British children.

Renowned British photographer Rankin
has joined forces with dental health brand Aquafresh to confront the confidence crisis affecting British children. Their collaboration aims to challenge society’s obsession with the “perfect” smile, emphasizing that healthy teeth are the true standard of beauty.

Aquafresh & British photographer Rankin open portrait exhibition challenging society’s obsession with perfect teeth, emphasising that Perfect Teeth are Just Healthy Teeth.

• A recent study conducted by Aquafresh has uncovered alarming statistics, revealing that nearly half of British children aged 4-11 have experienced low confidence due to societal pressure regarding their dental appearance.

1 in 2 British Children Feel Confidence Crisis Due to pressure to have ‘Perfect’ Social-Media Smiles.

• New study reveals societal pressure affects children’s self-esteem; with half
of kids saying they have experienced low confidence due to their teeth’s appearance.

• A staggering 98% of parents recognise dental health’s impact on their kid’s overall confidence.

According to the research, issues such as: missing teeth, tooth color, and alignment contribute significantly to children’s insecurities, with 36% admitting to feeling embarrassed to smile or laugh.

Rankin expressed his enthusiasm for the partnership, stating that this campaign aims to; “Inspire children to embrace their uniqueness and recognize that perfection is subjective.”

The impact of this pressure extends beyond children, with nearly half of parents acknowledging their child’s self-consciousness regarding their teeth. An overwhelming 98% of parents recognize the crucial role dental health plays in their child’s overall confidence and self-esteem. To address these concerning findings,

Rankin and Aquafresh have curated a powerful portrait exhibition featuring primary school children proudly displaying their unique smiles, complete with wobbly, gappy, and snaggly teeth. These captivating images will be showcased at a gallery exhibition in London, inviting the public to celebrate dental diversity and challenge conventional beauty standards.

The Rankin x Aquafresh gallery will be open to the public on Saturday 27th & Sunday 28th April 2024 between 10-5pm, at Black & White Soho, 59 Greek Street, W1D 3DZ.