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NEW YORK — For the estimated 1 in 4 people that have sensory needs – which include sensitivities to sounds, lights, or textures – a visit to the dentist can be stressful and even painful. While dentists are aware of sensory sensitivity, 91% have not had formal training in treating patients with sensory sensitivities, while for the majority of people with these sensitivities, going to the dentists can be difficult (90%) and triggering to their sensory conditions (41%) – all according to a new survey of oral health experts and individuals who are ‘Sensory Sensitive’ in the U.S.
To help tackle this, Haleon's brand Sensodyne has launched the Sensory Inclusion Initiative in collaboration with American Dental Association and sensory accessibility non-profit KultureCity, which raises awareness of sensory inclusivity in oral care, and invests in education, training, tools and resources for patients with sensory needs and dental offices.
Vox Media and Sensodyne recently announced the upcoming release of Sensory Overload, a compelling feature-length documentary exploring the needs of the neurodivergent and sensory sensitive communities and how to better serve them in a variety of settings. An estimated 20 percent of the world’s population has some form of enhanced sensitivity to environmental or emotional stimuli and Sensory Overload aims to raise awareness of the need for more sensory inclusive spaces.
Launching Sensory Overload (in partnership with Vox Media), highlights ways to create more inclusive environments across various settings and advocating for a future where dental care and beyond is truly sensory-inclusive. The film will be available in early March on Hulu.
The film profiles individuals in the neurodivergent and sensory sensitive communities and their allies, looking at how they are changing mindsets around them. It follows Lola Dada-Olley, a mother of two children on the autism spectrum; Dr. Jacob Dent, a dentist who has designed his practice with the needs of the neurodivergent and sensory sensitive communities in mind; and Burnett Grant, a young individual on the autism spectrum who advocates for more inclusive environments.
Sensory Overload aims to showcase the characters’ stories and experiences without putting them in a box, at times providing a visual representation of how they experience the world, and the challenges presented in settings that can be overwhelming to the senses, such as visiting the dentist. Academy Award-winning director Spike Lee discusses his experience with dyslexia, and the better understanding that came following his son’s diagnosis. Other parents in the film share how they advocate for their children and, in the case of Dr. Dent, designed a dental practice to be inclusive of the needs of these communities.
Produced by Vox Creative, Vox Media’s award-winning branded content studio, Publicis Le One – Powered by Digitas, Sensodyne, and Samantha Knowles, Sensory Overload was featured at BrandStorytelling in Park City, Utah on January 22, 2025 with a limited theatrical release in New York City on February 5-11 at the Village East Theater. The documentary will be available to stream on Hulu beginning March 3. Samantha Knowles, whose film “How We Get Free” on HBO was shortlisted for a 2024 Academy Award for Best Documentary Short Film, is Sensory Overload’s executive producer.
“Our research found that 26 percent of sensory sensitive individuals avoid the dentist entirely, which can lead to poorer oral health outcomes,” said Sue Vlcko, Vice President of Oral Health at Haleon. “That’s why we’re honored to collaborate with the American Dental Association and KultureCity to build sensory inclusion in oral care and connect patients with dentists who understand their sensory needs.”
“In approaching this important topic, we knew we wanted to profile a few individuals and their journeys toward changing the mindsets of those around them. As with all our storytelling at Vox Creative, we strove for authenticity and to highlight the human experiences that can bring this issue home,” said Kiana Moore, director of Sensory Overload and vice president of content production at Vox Creative.
The release of Sensory Overload is part of a concerted effort Sensodyne is partnering on to make oral care a more sensory inclusive experience. While only 9 percent of dentists report receiving some training to treat adults with sensory sensitivity, 80 percent say they have at least some interest in it. This month, in partnership with the American Dental Association and sensory accessibility non-profit KultureCity, the brand launched the Sensodyne Sensory Inclusion Initiative, which raises awareness of sensory inclusivity in oral care, and invests in education, training, tools and resources for patients with sensory needs and dental offices.
To stream the trailer for Sensory Overload and to learn more about the Sensodyne Sensory Inclusion Initiative, visit www.sensodyne.com/sensoryinclusioninitiative.
