Parents get your cameras ready. In celebration of its 50th birthday, Crest is searching for a new “Crest Kid” through a new contest, offering the winner a chance to receive a $25,000 scholarship and appear in an upcoming print ad.

The contest, which runs through Feb. 14, asks consumers to submit recent colored photographs of children between five and 10 with a statement of 25 words or less explaining why their child should be the next Crest Kid. All pictures must be taken within six months of the date of entry and show children smiling, according to contest rules.

Consumers can enter the contest online by visiting www.crest.com or send their submissions via mail. Judging will be based on the originality, creativity and sincerity of the statement, the appropriateness of the photograph to the contest theme and the photograph’s charm and appeal.

The grand-prize winner will receive a $25,000 U.S. Savings Bond for college and be featured in a Crest print ad. The prize also includes an all-expense paid trip to New York City for four where the print ad will be filmed. The winner will be announced in March.

Print and online materials support the contest. EPrize of Farmington Hills, MI, is handling the contest.

“Crest wants to take the time to celebrate 50 years of providing families with healthy beautiful smiles for life,” said Jen Cheney DeAngelo, VP, Business Development for ePrize. “Their way of celebrating is by crowning the Next Crest Kid. ePrize is proud to be a partner in celebrating this exciting milestone.”

Procter & Gamble first introduced the popular toothpaste in 1955. The brand was the first fluoride toothpaste clinically proven to prevent cavities and tooth decay. This is the second time the company has sought out a Crest Kid in its fifty-year history.

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