Colgate Total Pro

82% of people admit to lying to their dentist—whether out of shame, fear of judgment, or simply dreading the worst-case scenario for their teeth.

We gave people a safe space to anonymously come clean about the lies they’ve been telling their dentist with our Totally Honest Booth. Visitors also learned how Colgate Total Pro helps get ahead of common dental issues—giving them the confidence to be more honest about their teeth.

Over three days in NYC, 400+ people came clean about their dental lies. By turning dental confessions into a moment of honesty, we helped New Yorkers walk into their next dentist appointment with a little more confidence—and a lot less shame.