Recently, The Whoa Collection unveiled its second chapter, a collaborative effort between LISTERINE and Compound, a Black-founded creative agency, to address the lack of diversity in dentistry. The event brought together prominent voices for a thought-provoking panel discussion on representation in the dental field, led by Compound’s founder Set Free Richardson.
Award-winning artist Common, assistant director for IDID Dr. Zerita C. Buchanan, and artists Frank Morrison and Hebru Brantley teamed up with LISTERINE in Brooklyn last month to celebrate LISTERINE’s Whoa Collection, which aims to increase representation in dentistry. Panelists discussed the significance of diversity within the industry and explored how increased representation can impact not only the profession but also the communities it serves.
Through The Whoa Collection, LISTERINE is driving awareness around the urgent need for Black representation in dentistry. The collection features limited edition bottle art by Hebru Brantley and Frank Morrison, available at Target. Common’s bespoke track, The Art of Freshness, adds a powerful auditory element and can be streamed on LISTERINE.com and YouTube. Directed by Set Free Richardson of Compound, the upcoming documentary and digital content will dive deeper into the brand’s mission to close the diversity gap in the field.
To back this initiative, LISTERINE is donating $150,000 to the Increasing Diversity in Dentistry Pipeline Program (IDID), supporting Black dental students with critical resources like test prep, scholarships, and practice grants.
The panelists shared a sense of nostalgia around LISTERINE, describing it as a household staple, often found in their family’s cupboards. Many recalled the unmistakable blue color, the strong alcohol taste, and even the occasional accidental sip. Common even mentioned how LISTERINE is always included in his tour riders for shows and events.
While it’s a product so familiar to many, there’s still a gap between the people experiencing dental problems and the representation of dentists who look like them and care for them. The Whoa Collection addresses this disparity, showing that change is not only needed but possible.
The impact will be felt by aspiring Black dentists, bringing them closer to their goals, and making the path to a healthcare career more visible for young dreamers.