The FDI-Unilever Live.Learn.Laugh. phase 2 partnership involved dissemination of the key oral health message of encouraging 'twice-daily toothbrushing with fluoride toothpaste' and education of people worldwide by FDI, National Dental Associations, the Unilever Oral Care global team and local brands. The dissemination and education process used different methodologies, each targeting specific groups, namely: mother and child (Project option A); schoolchildren (Project option B); dentists and patients (Project option C); and specific communities (Project option D). Altogether, the partnership implemented 29 projects in 27 countries. These consisted of educational interventions, evaluations including (in some cases) clinical assessment, together with communication activities at both global and local levels, to increase the reach of the message to a broader population worldwide. The phase 2 experience reveals the strength of such a public- private partnership approach in tackling global oral health issues by creating synergies between partners and optimising the promotion and education process.