In the UK, over a quarter of children experience tooth decay. Yet, brushing twice a day is a simple and preventive way to avoid it. But, as a parent, get your kids to brush often lead to fights, a fight worth having, according to Colgate.

Because every kid deserves a future to smile about, Colgate remind parents that the smile fight is a fight worth having by showing support to parents who go through it every day, no matter the tears, sweat and blood it takes.