THE Saudi Dental Society (SDS) and Colgate have joined forces to launch a series of far-reaching initiatives designed to significantly enhance oral healthcare habits across the Kingdom of Saudi Arabia (KSA). The ‘Pledge to Enhance Oral healthcare in KSA by 2023’ was unveiled during a special signing yesterday attended by representatives from SDS and Colgate. Comprising five key elements, the initiative is a five-year comprehensive strategy to dramatically challenge and positively impact attitudes and behavior towards oral healthcare in KSA through a series of wide-ranging programs. Results from the latest research carried out by the Ministry of Health show that 88 percent of people had not visited a dentist in the last 12 months — the recommended minimum being a routine visit every six months. The major goal of this joint mission is to ensure that by 2023 at least a quarter of KSA citizens (25 percent) are routinely visiting their dentists. “Life