In February 2018, Baroness Floella Benjamin took a pledge to continue to fight for improvements in children’s oral health because, as she repeatedly said, “Winners smile – and I want all children to feel like winners.” (Source, RCPCH conference). Essential Parent couldn’t agree more, and the information we provide for parents here is designed to help achieve this aim. She also said that “Poor oral health is a symptom of the increased inequality in this country and it must not happen. It must change. (…) Children with higher levels of disease in primary teeth are at higher risk of disease in secondary teeth.” Let’s join in and stop this from happening – let’s fight to prevent tooth decay in babies, toddlers and children!