For the estimated 1 in 4 people with sensory needs, which include sensitivities to sounds, lights, or textures, a visit to the dentist can be stressful, difficult and, for some, even painful. Nearly 90% of sensory sensitive individuals report difficulty visiting the dentist and 26% say they avoid going to the dentist all together. This leads to poorer long-term health outcomes that can affect both their physical and mental health.
At the same time, the dental industry has lacked the training and resources needed to accommodate the adult sensory sensitive population. While many dental professionals express interest in creating more inclusive environments, only 9% have received formal education on treating adult patients with sensory sensitivities. This gap perpetuates exclusion from essential oral health care.
As the #1 dentist recommended toothpaste brand for sensitive teeth, Sensodyne recognized an opportunity and responsibility: expand its platform to support sensory sensitive people and address a barrier that affects the health outcomes of millions of people.
The challenge was twofold:
• Raise awareness of the need for more inclusive sensory spaces, particularly in oral care to create cultural and social impact
• Drive real, systemic change within dental practices to be more sensory inclusive
Research revealed that sensory sensitivity is often an invisible barrier in oral health care. Many people with sensory needs feel unseen or unsupported in clinical settings, as their challenges are frequently misunderstood or overlooked by both practitioners and staff. Avoidance of dental visits is not due to apathy—it’s a direct response to environments with overwhelming lights, sounds, or textures. As a result, millions are excluded from essential care not by choice, but by design.
Sensodyne recognized that its leadership in sensitivity relief provided a platform to address this problem and built a strategy based on two pillars:
The creative idea was to transform the often-invisible struggle of sensory sensitivity into an emotionally resonant story capable of sparking empathy and real-world action. At its heart was “Sensory Overload,” an original documentary developed by Sensodyne and Vox Creative that places audiences inside the lived experiences of neurodivergent people, including their challenges in everyday environments like dental offices. Through modification of light, sound, and visuals, several moments in the film portray what people in the film feel when in overwhelming situations.
By harnessing long-form documentary storytelling, a first for Sensodyne, the brand broke new ground in connecting culture with purpose-driven change. Featuring authentic perspectives from filmmaker Spike Lee to individuals on the autism spectrum, the film aimed not only to build understanding but also to shift public perception from invisibility or deficiency toward acceptance and celebration of difference.
The campaign launched with an accessible red-carpet premiere for “Sensory Overload,” featuring sensory-safe spaces, calming environments, and dedicated support tools designed for inclusivity. For guests that included neurodivergent leaders and influencers, the evening also featured intimate Q&A sessions with director Kiana Moore, Sensodyne leaders, and members from the cast.
The film was distributed on Hulu and amplified through a multi-channel media strategy spanning social media, influencer engagement, editorial partnerships, newsletters, podcasts, and owned channels.
Organic reach was amplified by earned media coverage in consumer and trade outlets such as Today and Adweek. Influencer involvement, including film participants, extended reach across digital communities. The documentary appeared at BrandStorytelling (a Sundance event) and the Tribeca X Awards, emphasizing its standing within entertainment rather than just advertising.
Crucially, the campaign extended beyond storytelling by connecting the cinematic narrative with accredited professional training and patient resources, using entertainment as an entry point toward lasting inclusion.
The documentary was part of the broader Sensodyne Sensory Inclusion Initiative, which aims to drive systemic change within dentistry itself. This initiative provides essential training and supports for dental care providers through an accredited continuing-education program in partnership with the American Dental Association (ADA) and sensory accessibility nonprofit KultureCity. The Initiative also provides actionable resources for dental professionals and patients, further empowering individuals to advocate for their needs during care.
The biggest challenge was ensuring authenticity with the neurodivergent and dental communities. To address this, Sensodyne designed the campaign in partnership with KultureCity, the ADA, and an advisory council with representatives from the neurodivergent, dental and research communities.
“Sensory Overload” delivered impact across cultural conversation, professional adoption, and brand equity, demonstrating the power of entertainment to drive systemic good.
Cultural & Social Impact
Industry Impact
Brand Impact
By connecting storytelling with professional action, Sensodyne established sensory inclusion as a new standard in oral health to create more accessible, equitable care environments that benefit not only people with sensory needs, but anyone seeking a better oral care experience.
