The lack of "pearly" in Wanganui children's pearly-whites is prompting Colgate, Plunket and the New Zealand Dental Association (NZDA) to break out the extra toothbrushes.
Wanganui was identified as being one of areas in New Zealand with worse oral health among our kids, according to the Report of the Health Committee, which noted poor oral health was found in lower socio-economic areas.
Colgate gives a toothbrush and toothpaste to every new Plunket baby at their five-month visit, along with educational resources for parents.
"In areas of particular hardship, in addition to the toothpaste we can provide extra toothbrushes for the other children in the family at a new baby's five month Plunket visit," said Colgate scientific affairs manager Rebecca Schipper.
In 2013, approximately 3065 toothbrushes were handed out in the Manawatu/Wanganui region, plus an additional 1023 to underprivileged families.
Plunket clinical adviser Allison Jamieson said, "Giving every new Plunket baby their first toothbrush and toothpaste helps parents realise just how important it is to start brushing as soon as those first teeth come through.
"The information, produced by Colgate and the NZDA, shows families how decay progresses, and how to spot signs of decay in the mouth, on teeth, and around the gum line."
Nationally the proportion of children going for check ups each year is lowest in the 2-4 age bracket, something which Mrs Jamieson said could be put down to parents not seeing it as a priority.
NZDA senior oral health educator and project manager Deepa Krishnan said some parents mistakenly thought primary teeth were not important.
"They think it's going to fall out anyway so what's the point in taking them for a dental checkup?" Ms Krishnan said.
Ms Schipper said oral disease and its consequences, such as pain and self-consciousness, can have a profound effect on a person's quality of life and future ability to gain employment.
"Oral disease is one of the most preventable diseases in New Zealand," she said.
"Visiting a dental professional and brushing twice a day with fluoride toothpaste could dramatically decrease the prevalence of cavities in Kiwi kids."
In figures given to the Chronicle last year by WDHB's community oral health manager Barb Dewson, up to 200 children a year need so much dental work that it is done under general anaesthetic.
Maori children were the worst off with only one third reaching the age of 5 with no decay in their teeth. Most are between 2 and 5 years old, with some as young as 18 months.