Crest kicks off Summer of Sensitivity campaign

NEW YORK Procter & Gamble's Crest Pro-Health sensitive shield kicked off the Summer of Sensitivity campaign Monday in New York's Penn Station in partnership with Alison Sweeney, actress, author and host of NBC's "The Biggest Loser," and Feeding America, a domestic hunger-relief charity.

As part of the promotion, commuters and nearby pedestrians are being encouraged to stop by and "trade-up" their sensitivity toothpaste for Crest Pro-Health.

For each tube of toothpaste traded up, Crest Pro-Health sensitive shield will make a donation to Feeding America to support the fight against hunger. In addition, for every tube of Crest Pro-Health sensitive shield toothpaste sold in the United States between July 1 and Sept. 1, Crest will donate 10 cents to the charity (guaranteed minimum donation of $100,000) to help feed more than 37 million Americans, including 14 million children and 3 million seniors, in local communities across the nation.

According to P&G, more than 50% of adults will struggle with sensitivity at some point in their lifetimes. Teeth sensitivity is primarily caused by enamel loss and gum recession that exposes dentin tubules. This exposure allows such external triggers as hot and cold temperatures to reach deep inside the tooth and stimulate the nerves, causing pain and sensitivity.