Since 2006, Kraft Foods has been engaged in a partnership with the Turma do Bem NGO, through the Trident gum brand.  This institution is implementing the Good Guys Dentists Program, which organizes volunteer efforts by dentists who provide low-income children and adolescents with free treatment until they reach 18 years of age. 

In 2006, dentist Fabio Bibancos – who currently heads up this NGO – took part in a series of radio flashes sponsored by Trident in which he replied to questions from listeners on oral health.  That same year, this NGO organized a project that awarded prizes to partner companies in the dental field. 

The partnership between Kraft and this NGO worked out so well that the number of volunteer dentists rose from 600 to 2,500 in 2007.  With support from the Trident brand, representatives from these institutions attended major odontology congresses in Brazil presenting this innovative proposal in the dental health field.