As many as one in 20 of Britain's teenagers have permanently damaged their teeth playing contact sports such as hockey and football, according to the British Dental Association.

The BBC's Richard Bilton: "Dentists will be trying to make gumshields trendy"

The BDA says the damage, which could be drastically reduced with gumshields, is costly in terms of both suffering and money.

Dental consultant Howard Lunn said: "It's painful, it's expensive, and it's traumatic".

The drive is being spearheaded by the BDA in conjunction with North Nottinghamshire Health Authority.

Mr Lunn said that in North Nottinghamshire alone, gumshields could save £30,000 a year on dental treatment for 14-year-olds.

Paul Maddocks: Launches campaign

The drive was launched by rugby player Paul Maddocks at Rodney School in North Notts.

Schools around the country are to be toured, and dentists will try to make gumshields trendy for teenagers.

The idea of mouthguards received a mixed reception at Rodney, where some pupils were concerned about their "uncool" image.

However, dentists are hoping that pictures of tooth-free Scottish International Joe Jordan, or equally gummy World Cup winner Nobby Styles, could help them swing opinion.