Colgate-Palmolive Company has partnered with Family Dollar to inspire African-American families during February’s Black History Month, “to honor their past and treasure their future with a healthy smile,” according to a press release.

Why this tie-in? More than one-third of African-American adults live with untreated tooth decay, sources have reported. Tooth decay can progress and eventually result in a cavity or even tooth loss. By educating consumers about the importance of oral hygiene, this can be prevented.

Colgate-Palmolive will be offering in-store promotions on Colgate toothpastes, toothbrushes and mouthwash products at Dollar Tree locations, during February. Additionally, the Colgate Bright Smiles, Bright Futures mobile dental van will visit 21 select Family Dollar locations in Atlanta, Baltimore, Charlotte, Houston and Memphis to provide complimentary dental screenings and any necessary treatment referrals to children ages 3-12.

Carla Kelly, general manager of multicultural marketing, Colgate-Palmolive, commented:

“Colgate is thrilled to continue the partnership with Family Dollar in celebrating Black History Month.  We share the common goal of empowering African-American and all families to be their best selves by taking charge of their dental and overall health.”