KUALA LUMPUR, June 9 – On May 12, 2023, Systema, a leading oral care brand from Japan, launched its Be #GumProud campaign in Malaysia. The campaign aims to raise awareness on the importance of gum health and how to take care of one’s gums. The campaign is held in conjunction with Gum Health Day, which promotes gum health awareness internationally. Systema collaborated with the Malaysia Society of Periodontology (MSP) and the Ministry of Health Malaysia (MOH) to achieve its objectives.

The severity of gum disease in Malaysia was highlighted by Dr. Noormi Binti Othman, Principal Director of Oral Health, Ministry of Health Malaysia, at the campaign launch. She cited the National Oral Health Survey for School Children in Malaysia (NOHSS, 2015), stating that 99.6% of 12-year-old children experienced bleeding gums, which is an early sign of gum disease. Moreover, 9.2% of adults aged 15 years and above were estimated to suffer from severe periodontal disease in 2019, according to the World Health Organization.

Lion Corporation Japan, the owner of Systema brand, conducted a study on Malaysian adults which revealed that 80% of respondents had at least one visible sign or symptom of gum disease, but only 1% were aware that they had it. Malaysians generally have lower awareness towards the importance of gum health. The Be #GumProud campaign aims to help Malaysians assess their gum health and gain better insights into its impact on dental health and teeth longevity.

The public can go to Systema’s website from May to the end of June 2023 to conduct an online gum health assessment. Systema will also conduct several roadshows to educate consumers about the importance of good oral hygiene practices and the role that gum health plays in keeping their teeth and overall health for a quality life. Mr. Kazuo Mabuchi, Managing Director of Southern Lion, expressed his concern towards Malaysians’ alarmingly low awareness of the state of their gums.

He stressed the importance of using the right oral care products to improve gum health and achieve overall oral health. Systema’s toothpaste and toothbrushes were designed to protect gums and help prevent gum problems while maintaining healthy teeth. Mr. Kenichi Shirota, Associate Senior Manager from Lion Corporation Japan, further explained the product innovation of Systema. He mentioned that Systema Advance Toothpaste formulation with Advance Plaque Buster technology combines three proprietary ingredients that break down plaque biofilm and kill bacteria hidden in gum pockets that can cause gum problems.

Systema range of 0.02mm super-tapered bristles in toothbrushes help remove plaque physically from between teeth, along the gum line, and inside gum pockets while still being gentle to the gums. Dr. Mohd Faizal Hafez Hidayat, Vice President of Malaysian Society of Periodontology (MSP), also attended the campaign launch and explained the role of our gums. He mentioned that our gums protect our teeth, and without proper gum care, bad bacteria can find their way in and around our teeth, causing infection and inflammation.

If left untreated, gum disease can lead to the destruction of gum tissue or periodontitis. Gum disease starts with plaque, a sticky bacteria-filled film, which builds up under and along the gum line. Moreover, gum disease may even increase the risk of osteoporosis.

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