Superdrug and P&G have pledged to donate 5p each to cleft lip and palate charity Operation Smile every time an Oral B product is sold.

From 7 September Superdrug will support the charity that aid children around the world, ensuring that patients receive all essential surgeries as well as comprehensive cleft care.

“Children born with cleft conditions often struggle with severe social stigma and isolation, and so if not treated find it difficult to get jobs, make friends and become part of the community in later life,” Superdrug said.

“Operation Smile make it their mission to help those with the condition to live a happy, healthy life with a bright future.”

Donating £33,8000 so far, the health and beauty retailer has worked with Operation Smile for three years enabling the equivalent of 225 smile surgeries.

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“We are so pleased that we can team up with Oral B to make such a difference to young lives round the world,” Superdrug head of trading in personal care Laura Wilkinson said.

“We hope that this year’s campaign continues to raise awareness and money to help even more children live a life without social stigma and get the much needed surgery and comprehensive care that they need.”

Operation Smile also supply nutrition, dentistry, orthodontics, speech therapy and psycho-social support for children around the world.

Operation Smile executive director Mairead O’Callaghan added: “We are thrilled to partner with Superdrug for this campaign, as a long-standing partner of Operation Smile, Superdrug has already made huge strides in helping children around the world who are suffering with cleft conditions.”

“The Oral B and Superdrug campaign will make a hugely positive contribution to our vision of a world where no child lacks access to health and dignity through safe surgery.”