Alison Sweeney Lends a Healthy Mouth to Crest® and Oral-B® 'Life Opens Up Project' Launch

New campaign celebrates the confidence that comes from having a healthy mouth and invites individuals to share their personal stories for a chance to win a $25,000 prize

News provided by

Procter & Gamble

Jul 20, 2011, 09:04 ET

CINCINNATI, July 20, 2011 /PRNewswire/ -- Your mouth is more than just teeth and gums, it's your most important feature when it comes to expressing yourself and engaging with the world. To help celebrate how important a healthy mouth is to living life to the fullest, "The Biggest Loser" host and author of "The Mommy Diet," and "Days of our Lives" star Alison Sweeney is joining Crest® and Oral-B® to announce the launch of the "Life Opens Up Project," a program that encourages individuals to share their personal stories showcasing how their healthy mouths have played a pivotal role in shaping who they are today.

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Sweeney, who knows the importance of a healthy, confident smile said, "I'm so thrilled to be teaming up with Crest and Oral-B on such an empowering program. In my personal life, the health of my mouth plays an essential role not only in my on-screen profession, but also in how I interact with individuals as a wife, mother and friend. Your mouth is usually the first thing people notice about you, and when you have a healthy mouth that you can be proud of, that confidence shines through to the world."

Now through September 15, 2011, interested participants can submit their healthy-mouth-empowered videos (up to two minutes in length) via LifeOpensUpProject.com. Sample videos, including one in which Alison shares her "Life Opens Up" moment, will be featured on the site, as well as Crest and Oral-B's Facebook pages. Submissions will be available for viewing and real-time public voting at www.LifeOpensUpProject.com, www.facebook.com/Crest, www.facebook.com/OralB and www.facebook.com/CrestWhitestrips. Two lucky winners will each win a trip for two to New York City to appear on the "Rachael Ray Show" and up to $25,000 to help fulfill their healthy-mouth-empowered goal or dream. Complete rules and regulations for the contest, along with criteria for video consideration are available at LifeOpensUpProject.com.

"Whether it's how a shy young man gathers the confidence to talk to the girl who will one day become his wife or how a woman who does local charity work gives a voice to those who aren't able to speak for themselves, every one of us has moments in which our healthy mouth plays a surprising role in how we open up to life, and how the world opens up to us in return," says Megan Young, Brand Manager, Procter and Gamble. "Through the 'Life Opens Up Project,' we are encouraging Americans to share their inspiring stories with one another, showing how confidence in a healthy mouth can truly enhance your life."

For more information, and to hear about Alison's and others' "Life Opens Up" moments, visit LifeOpensUpProject.com.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Crest

A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste 54 years ago, it is estimated that Crest has helped prevent more than half a billion cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by Procter & Gamble.

About Oral-B

Oral-B is the worldwide leader in the over $5 billion brushing market. Part of the Procter & Gamble Company, the brand includes manual and power toothbrushes for children and adults, oral irrigators and interdental products, such as dental floss. Oral-B manual toothbrushes are used by more dentists than any other brand in the U.S. and many international markets.

SOURCE Procter & Gamble