In 2009, England launched a public service campaign to improve the overall quality of teeth among its 50 million-plus residents in preparation for the 2012 Summer Olympics. Television ads, radio spots, print and internet ads encourage dental visits and improved dental hygiene, including brushing, flossing, and rinsing. The government handed out nearly $30 million of brushes, floss, and mouth wash over the past three years. English officials have been pleased overall with the success of the program, but fear the improvements made will be overshadowed by the high-level of teeth that the world witnessed in Beijing four years ago. "We made great strides and I'm proud of all my countrymen and women for the effort to improve their teeth, but we cannot expect to put on the same dental display that the Chinese did in 2008. We just can't match that," said London city planner Thomas Earl Covington.