Following on Oral-B Big Rethink initiative,the brand, together with the International Association for Disability and Oral Health (iADH), recently introduced the Disability Champions Award Programme, aimed at fostering a more inclusive experience at dental practices for people with disabilities. At the launch on 16 May at Oral-B’s Championing the Perfect Clean for All event in Amsterdam in the Netherlands, Dental Tribune International spoke with Dr Maike Siemons, the director of oral care research and development (R&D) across Europe at Procter & Gamble which owns the Oral-B brand. In this interview, she explains the company’s goal of creating products that enhance oral hygiene for everyone, the types of issues that people with disabilities face regarding oral care and how this has informed product design.