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Integrating Social Responsibility into Corporate Campaign

By: Anna Mai

Associate Product Manager, Tokuyama Dental America


In 2018, Tokuyama Corporation celebrated its 100th birthday. For the past century, Tokuyama Dental America's parent company worked diligently behind the scenes to develop products that improved the lives of people ranging from quality dental composites to materials in transitional eyeglass lens. Its impact is far-reaching and the company is one of the largest and most advanced chemical and silicon manufacturers in the world with more than 10,000 patent applications, 5,400 employees, and operations in 70 countries.

To celebrate the anniversary, Tokuyama Dental America launched a campaign to educate dental professionals on the origins and impact of the company. The goal of the campaign was to drive people to www.tokuyamarevealed.com, so dental professionals could watch a video and learn more about the company's history.

Tokuyama Dental America integrated social responsibility into the campaign by committing to donate $1 of dental product for every website visitor that watched a video of Tokuyama's origins. Tokuyama Dental America selected the American Academy of Cosmetic Dentistry Charitable Foundation’s (AACDCF) Give Back a Smile program as its beneficiary. 

Give Back a Smile provides free dental care to adult women and men who have suffered dental injuries from domestic and sexual violence. At the end of the campaign, a donation of more than $86,000 worth of dental products was given in support of Give Back a Smile's work. The organization has an amazing mission and Tokuyama Dental is very fortunate to be partnered with a great organization that helps domestic and sexual violence victims restore their smiles. Every time they look into the mirror, they can see themselves as the beautiful people they are and not the victims they once were.

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