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NFDH previews new name, brand

The charitable organization that has transformed the lives of more than 100,000 disabled, elderly or medically at-risk patients unveiled its own transformation at the annual session’s Opening General Session yesterday.

In a few weeks, The National Foundation of Dentistry for the Handicapped will become Dental Lifeline Network.

“The new brand will be launched in December,” said Dr. Larry Coffee, founder and chief executive officer, “but we felt that there is no more appropriate venue than the ADA annual Session to unveil our new identity to our key constituencies.”

NFDH, a charitable affiliate of the ADA, has provided some $181 million in dental care to patients in all 50 states since it was founded more than 35 years ago. Its Donated Dental Services program—celebrating its 25th anniversary this year—coordinates the services of thousands of volunteer dentists and laboratories nationwide to provide comprehensive dental care to vulnerable patients in need of dental care.

The NFDH DentaCheques annual fundraising program is also well known to dentists nationwide. Manufacturers and suppliers featured in the DentaCheques annual coupon book offer dentists who purchase the book thousands of dollars of savings on dental products and equipment and coupon book purchases support NFDH programs.

“We need a name that better represents the work we do nationally through our 15,000 volunteer dentists and 3,000 volunteer laboratories to support society’s most vulnerable individuals,” said Fred Leviton, the organization’s new president.

Dental Lifeline Network will become the umbrella name for the national organization and also will be incorporated into state program names. DDS and DentaCheques will retain their names and the mission of the organization and its programs will remain the same.

“We anticipate that building our new brand awareness over time will enable us to serve more people in need by better leveraging our somewhat unique national/local model of service, enhance the value and impact of our work, expand our network of coordinators who connect volunteers with program participants and attract more resources and volunteers,” said Mr. Leviton.

Within the next few months, the Dental Lifeline Network name will be incorporated into the organization’s website and communications across the 50 states where patients are served.