The recycling fundraiser, dubbed The Aquafresh oral care Brigade, encourages children and youth groups to collect and recycle old toothbrushes and toothpaste tubes, which cannot normally be recycled.
The consumer healthcare firm is working in partnership with upcycling company TerraCycle that will then create products such as pencil cases and pen holders out of the materials.
GSK claims it is the first scheme of its kind in Europe and aims to teach children about resource conservation and recycling at the same time as oral hygiene.
For every product sent to TerraCycle children earn two points which can be redeemed towards charitable gifts for the school of charity of their choice.
The initiative will be supported by a PR campaign targeting national press, educational, women’s interest and parenting titles to drive awareness and encourage participation.
Rachel Deans, Aquafresh group brand director, says: “By encouraging good eco-habits at a young age, we can instill a lifelong drive to be more sustainable and responsible and by using familiar packaging like toothpaste tubes and toothbrushes, children can more easily understand the results of their actions.”