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After more than two years of planning and production, Sensodyne’s documentary highlighting sensory sensitivities and oral health equity has been released.

The Haleon brand debuted its Sensory Overload documentary on Tuesday evening at a screening in New York.

The feature-length film profiled several subjects in the neurodivergent and sensory sensitivity space, including children, young adults and grown adults living with autism.

Also featured in the film is Academy Award-winning director Spike Lee, whose son lives with dyslexia.

The documentary showcased the human stories and experiences of the 20% of people affected by enhanced sensitivity to environmental or emotional stimuli, with the goal of inspiring wider empathy and understanding.

Sensory Overload was created in partnership with Publicis Le One — Powered by Digitas and Vox Media, while TribecaX Award-winner Kiana Moore served as director and Academy Award-shortlisted Samantha Knowles served as producer.

Though the film debuted at an in-person screening, it will be available for streaming on Hulu next month, according to Sue Vlcko, VP of oral health at Haleon.

In keeping with the theme of sensory inclusivity, the film included closed captioning and Haleon provided attendees with a sensory space and sensory bags.

VIcko acknowledged that the documentary is a piece of partner content with Vox Media but represents a higher purpose for raising awareness of sensory sensitivities — specifically in the dentist’s office — as opposed to a standard commercial play. 

“With the people profiled, it’s such a diverse range and each one of them is so human and so authentic — it’s eye opening,” she said. “Given the way people are resilient, understanding and supportive, I hope that opens other people’s eyes.”

For Sensodyne, the film is one component of its Sensory Inclusion Initiative, which launched on Tuesday.

The effort aims to raise awareness of sensory inclusivity in oral health and train dentists on how to better accommodate patients with sensory sensitivities. 

This is a long-term partnership between Haleon, the American Dental Association (ADA) and sensory accessibility nonprofit KultureCity.

Beyond the documentary, Haleon is also developing a continuing education course for dentists to become certified in sensory-inclusive practices, with a goal of issuing 500 certifications in the first year.

Additionally, Haleon is exploring opportunities to expand the initiative, VIcko said, such as integrating it into dental school curricula with the support of the ADA and potentially developing related products or educational offerings for patients.

VIcko said forming strategic partnerships can help health brands amplify their message and reach. She noted that the collaboration between Haleon, KultureCity, the ADA, and Vox allowed for a more impactful and well-rounded initiative in addition to the documentary. 

She also advised medical marketers and their health brand clients to think beyond just promotion and consider how they can create sustainable programs that truly address the needs of their audiences.

Carefully selecting media partners and platforms can also help health brands maximize the impact of their content, she said, while crediting the collaborative efforts of various internal and external teams as key to the project’s success. 

“It definitely takes a lot of people, long hours and tough discussions,” she said. “But everybody’s so proud of the final products — not just of the documentary, but this overall initiative and program.”