Oral-B Launches The Big Rethink 2026 and Major Disability-Focused Oral Health Study

Oral-B, in partnership with the International Association for Disability and Oral Health (iADH), has announced The Big Rethink 2026, an evolution of its inclusive oral care program. Central to this initiative is Project Steady, one of Europe’s largest real-world studies examining oral care experiences among people with disabilities, their carers, and dental professionals. The announcement highlights new research indicating that 41% of Europeans identify as living with a disability, a four-point increase driven by visible and invisible conditions. Significant disparities exist, with over half of those with physical or cognitive disabilities struggling with daily oral care compared to non-disabled individuals. To address these barriers, the study involves testing an adaptive accessory for the Oral-B iO2 electric toothbrush, designed to improve grip, stability, and ease of use. Preliminary pilot results showed significant reductions in plaque and improved gum health for users with dexterity impairments. This initiative aims to reduce everyday usability barriers through inclusive design and evidence-based research, reinforcing the connection between oral health and whole-body well-being while supporting the broader Disability Champions programme across Europe.