Norman Wells (Feb 06/06) - Glen Guthrie proves one person can make a difference.

After seeing a commercial on television depicting Inuit couples rubbing noses with one another until one of them uses Scope mouthwash before kissing, Guthrie felt compelled to contact the company which makes the product, Proctor and Gamble.

Glen Guthrie, wrote several letters to Proctor and Gamble over a commercial aired on television depicting Inuit using Scope mouthwash.

"I was shocked after seeing the commercial," Guthrie said. "So I sent a friendly e-mail giving them a heads up over the potential PR problem."

Guthrie says there is a problem in the North with mouthwash being used as an intoxicant.

Wendy Feil, an addictions expert with the Salvation Army based in Yellowknife, agrees.

"All you have to do is look around the gutters and litter around town and you will see empty bottles of mouthwash," said Feil.

Homeless people stricken by alcohol addiction who can't afford liquor turn to alternatives, says Feil.

"They'll use hairspray, mouthwash and even vanilla extract," Feil said.

"The problem transcends race. It's not specific to aboriginals. The problem is specific to alcoholics who are homeless or unemployed."

"It is a problem in the North."

The company responded to Guthrie's letter with a generic e-mail response first, before replying through the mail.

"We really appreciate it when customers like you let us know what they think," said the company.

"I understand your concerns and I am sharing your comments with the rest of our Scope team."

Guthrie responded to Proctor and Gamble's reply with a letter saying "this portrayal, coupled with a symbol of Northern substance abuse, will not be viewed lightly here."

"This commercial implies the traditional custom of rubbing noses was a strategy to avoid kissing horrible, smelly breath," Guthrie said.

In fact, Jenny Mariq, who works for the Tanganiq Addiction Project in Baker Lake, says the custom of rubbing noses is something done only between adults and children.

"It's insulting to hear about this," Mariq said.

"They should have talked with our people before doing such things."

Mariq wonders why Inuit were used to advertise a product that, for the most part, is made and used by Caucasians.

"Do only Inuit have bad breath? Why use Inuit?" questioned Mariq.

Guthrie said the commercial was taken off the air sometime in September.

"It's shocking that a corporation lacks the common sense and sensitivity to aboriginal groups," Guthrie said. "It's total ignorance."

Proctor and Gamble could not be reached for comment.