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Like a house that weathers over the years, people also experience growing pains as they age. Aging means we eventually feel chronic pain in our joints and muscles or get the occasional acid reflux when we've had too much to eat-- experiences rarely felt in our younger years. Toothaches, unfortunately, can be present at almost any stage of life.

Whether the issue is physical or psychological, we are aware that we cannot simply stare at our wounds and bide time with our ailments: we must do our best to get them treated. However, Filipinos are naturally matiisin. We are admired for our resilient nature coupled with enduring, selfless patience even if it means settling for periods of discomfort.

The entirety of pagtitiis is rooted in noble intentions. Delayed gratification is embedded in Filipino culture and reflects our capacity to persevere through hardships with the promise that in due time, the universe will reward us for it. Whether towards reaching a personal goal or doing it for the sake of others, pagtitiis grounds us in the idea that good things take time, intention, and sometimes even sacrifice.

This humble statement might be true for most of our experiences, but not when it comes to dental health. We stay with a product we can trust right from the get-go. This is why Pinoys don't play when it comes to Colgate-- with this go-to household brand even becoming the colloquially accepted term when referring to 'toothpaste'.

The tricky thing about our 'tiis' branding is we'll never know what goes on inside unless we 'open up' to a trusted individual, or say, 'open wide' for a dentist. Colgate believes that pain should not be the entry point to care.

Preventing complications that involve our teeth and gums are not only necessary, but also sustainable. Dental hygiene is a public health practice that has effectively seeped into communities and family units through the simple yet effective promotion of brushing teeth “at least two times a day to keep cavities away” which stood the test of time.

Colgate is proof that patience and perseverance have their payoff. Now, what started with five employees in a small office in Binondo has now reached a century's worth of protected smiles.

Check out how Colgate and the Philippine Dental Association (PDA) commemorated this milestone here:

In celebration of its 100 years in the Philippines, Colgate, in partnership with the PDA, is launching one year of free dental check-ups across the country to proactively address our oral health dilemma, especially penetrating geographically isolated and disadvantaged areas.

This initiative advances the idea of preventive care as something that Filipinos don't have to shy from. Encouraging people to undergo initial observation and diagnosis through check-ups is crucial in safeguarding the nationwide status of protected teeth and gums.

With their longstanding mission to keep the entire nation healthy and smiling, Colgate urges us to dismiss the culture of 'pagtitiis' and exercise our right to competent dental treatment and care.

Colgate is committed to remain a principled and enduring partner of the dental practice backed by science, service, and trust for centuries to come.