For people with sensory sensitivities, oral care routines and environments can be overwhelming—often leading to avoidance, anxiety, and poorer overall health outcomes.
For the estimated 1 in 4 people with sensory needs, which include sensitivities to sounds, lights, or textures, a visit to the dentist can be stressful. Ninety percent of them find going to the dentist to be difficult, yet only 9% of dentists report receiving training to treat sensory sensitivity.
This highlighted a gap in the oral care industry’s inclusivity and accessibility. As the #1 dentist recommended toothpaste brand for sensitive teeth, Sensodyne’s mission became clear: make sensory-inclusive care the new standard by addressing both consumer and professional needs. So Sensodyne, in partnership with the American Dental Association and sensory accessibility nonprofit, KultureCity, launched the Sensory Inclusion Initiative to raise awareness, provide education and resources, and build sensory inclusion in oral care.
The objective of the campaign was to drive awareness and advocacy by amplifying the voices and experiences of individuals with sensory sensitivities, highlighting their experiences and championing more inclusive oral health practices.
We learned that dentists and hygienists, the gatekeepers to positive oral care experiences, lacked specialized resources on sensory sensitivity, while individuals with sensory sensitivities and their families felt unseen and unsupported in their oral health experiences.
These insights inspired our big idea: put lived, sensory-sensitive experiences at the center of a national oral care movement. As the heart of the campaign, we created “Sensory Overload,” a documentary seen through the eyes of the neurodivergent community.
We launched Sensodyne’s Sensory Inclusion Initiative and the “Sensory Overload” documentary through a multi-channel, consumer- and professional-facing campaign. From the initial story discovery to a red-carpet premiere and a national rollout on Hulu, every step of the campaign was designed for maximum authenticity and social impact.
Sensodyne partnered with Vox to create “Sensory Overload,” an original documentary that gives voice to those with sensory sensitivities and spotlights the need for more inclusive oral care.
The documentary launched with a high-profile NYC event that brought together neurodivergent creators, experts, and advocates from the sensory-sensitive community. This not only fueled organic content and conversations but also drove awareness and Hulu viewership.
For the premiere, we faced the challenge of holding an event for invitees with sensory sensitivities, so we designed an inclusive experience that went beyond the screening itself. Prior to the event, KultureCity provided on-the-ground training to premiere staff for how to create welcoming, sensory inclusive spaces and experiences for guests. To ensure that guests could get away from the noise of the event should they need it, we also set up a “sensory room” in the theater space. Guests were also given sensory-inclusive gift bags curated with products such as noise-canceling Loop ear plugs. The evening also featured an intimate Q&A session with director Kiana Moore, Haleon leadership, and the cast, allowing audiences to engage directly with the storytellers. Each creator shared on social media how deeply they were moved by the documentary’s inclusive message and the thoughtful sensory accommodations provided throughout the experience. By encouraging authentic content sharing throughout the event, we amplified awareness and advocacy in a way that felt genuine and community-driven.
Paid media promoted the trailer and drove viewers to Hulu using culture leading platforms such as New York Magazine, Vulture, Pop Sugar, and Thrillist and their social media footprints. Content such as video cut-downs, takeovers, and podcast advertising were custom built for platforms. Organic reach was amplified by influencer partnerships, including Spike Lee’s Instagram story featuring his in-film cameo.
Owned channels, including Sensodyne’s YouTube and social, featured documentary clips to maintain momentum and amplify engagement. Sensodyne also invested in paid social to boost co-branded content and influencer partnerships, directing audiences to an online hub spotlighting the brand’s social impact efforts. There they could learn more about sensory accessibility and access tools and resources designed for patients and dental care providers, including official ADA dental professional training. This turned awareness into meaningful change and action in dental offices.
To create industry and cultural buzz, we secured earned media coverage in key consumer and trade outlets, and the “Sensory Overload” documentary became an official selection for BrandStorytelling 2025, a sanctioned event of the Sundance Film Festival.
By making the documentary the centerpiece of Sensodyne’s Sensory Inclusion Initiative along with providing resources to dental offices to create real change, we elevated real stories, educated both professionals and the public, and established Sensodyne as a leader in accessible oral health.
Sensodyne’s Sensory Inclusion initiative and campaign didn’t just make headlines, it moved hearts, shifted perceptions, and delivered exceptional results across awareness, conversation, and professional engagement, ultimately reinforcing Sensodyne’s leadership in inclusive oral health.
Sensdoyne sparked meaningful conversation with PR earning 606 million impressions from news and press editorial and influencer posts, all with 100% positive sentiment
Creator content touched 150k cause supporters and drove 200k video views
The Sensory Overload documentary engaged 753,000 households from 7.6 million impressions, proving broad exposure to our message of inclusion (Disney/Hulu Samba TV study)
The documentary resulted in a +47% lift in unaided brand awareness and a +14% increase in brand association between Sensodyne and sensory-inclusive oral care. Favorability and recommendation intent also rose, even with already strong baseline scores (Vox Brand Lift Study and Kantar Context Lab)
+11% lift in agreement that Sensodyne is setting new standards in sensory inclusivity (Meta Brand Lift study)
70,000 oral health care providers engaged in the campaign
23,000 ASDA Dental Students were sponsored for the ADA-Accredited Sensory Sensitivity Training
By shining light on the overwhelming experience of sensory overload, Sensodyne raised awareness of the need for sensory inclusivity in oral care and drove meaningful systemic change in dentists’ offices and the oral care industry.
