Background and objective: Brushing for Life is intended to promote regular brushing of children's teeth with fluoride toothpaste. The programme is delivered by health visitors who provide toothbrushes, toothpaste and dental health education material at children's 8, 18 and 36 month development checks. The purpose of the present paper was to suggest how all aspects of the programme could be comprehensively assessed; to consider the prospects for its success in the light of evidence from the literature; to review the role of the programme within the wider field of oral health promotion; and to examine appropriate approaches to a quantitative evaluation of its outcome compared with alternatives. Methods: Evaluative reports, and studies of the benefits of toothbrushing in young children published in the literature, were collated. Relevant information was abstracted and assessed and a comprehensive evaluative approach to the programme was constructed and presented. Results: Good practice in dental public health suggested that following implementation, it would be important to ensure that the scheme was fully monitored and evaluated to establish that it was working effectively and giving value for money. Conclusions: Adoption of the programme as a national population-based strategy for the prevention of dental disease in children should depend on its being shown to be effective and economically efficient. (Contains 1 table and 1 figure.)