Guarding Against  Tooth Erosion Strengthening the Trust of Pediatricians and Parents One of the body’s strongest  substances, tooth enamel,  plays a vital role in protecting  the sensitive inner tooth from daily wear and tear. Yet with today’s lifestyle of  eating and drinking on the  go—particularly acidic food  and drink—enamel erosion is all too common. In the U.K.,  91  percent of  dentists report seeing  patients with acid erosion on  a weekly basis, and  9  in  10 adults experience cavities  caused by tooth decay.  Rinsing with  LISTERINE ® Total Care Enamel Guard, a  unique blend of  LISTERINE ® essential oils and enhanced  fluoride, helps re-mineralize  and re-harden tooth enamel.  The product was successfully  launched in the U.K. in August  2010  and is expanding into  Europe and other markets  globally. Before pediatric  MOTRIN ® became available in the town  of Lv Xiang in  2010 , fevers in  children like Yun Han Yang in  this part of China were  commonly treated with an injection, if at all. Her mom,  Hai Yan Li, says being able to  go to the local clinic for an oral  treatment is easier on every- one. She’s comforted knowing  MOTRIN ®  offers safe and  effective relief from fevers.  Pediatric  MOTRIN ®  has  been manufactured in China  since  1999 , when it was introduced there. It quickly  became the market leader in  the pediatric fever category in larger cities. Since  2009, an education and awareness  campaign has successfully  brought this No.  1  pediatrician- recommended anti-fever  solution to more children across  the country, including those in  smaller cities or towns like Lv Xiang.  The campaign uses a  first-of- its-kind Fever Treatment Guide, developed by Shanghai Johnson & Johnson  Pharmaceuticals, Ltd. in collaboration with the China  Medical Association, to address incorrect treatments for fever in children, especially prevalent  in smaller communities.  Pediatricians nationwide have  widely embraced the guide, and  MOTRIN ®  has gained their trust, as well as the trust of parents like Hai Yan Li. Shanghai Johnson & Johnson  Pharmaceuticals and the China  Medical Association also collaborate on  MOTRIN ®  Pediatric  World Window, launched in  2004 to improve pediatric care by  providing continuous education  to pediatricians. More than  20,000  pediatricians from  around China have participated  in satellite symposia on the latest  advances in pediatric academic  knowledge and research. The  LISTERINE ®  brand was a significant driver of the Oral Care business in  2010 .  LISTERINE ®  Total Care products, including  LISTERINE ®  Total Care  Enamel Guard, accounted for more than half the brand’s total sales.  “The continued success of  LISTERINE ®  mouthwash in  Europe is based on a deep  understanding of consumer  needs, met through innovative products,” says  Neil Dickenson, Oral Care  Franchise Director, Europe,  Middle East and Africa.  “ LISTERINE ® Total Care has  been a key focus, driving  growth across the region.”  JOHNSON & JOHNSON 2010 ANNUAL REPORT 14 TREATING FEVER  Doctors in  more areas of China are now  able to give children like Yun  Han Yang pediatric  MOTRIN ® .