Since the launch of the Kids’ Healthy Mouths campaign in August, preliminary statistics show that the oral health literacy campaign sponsored by the Ad Council and the Partnership for Healthy Mouths, Healthy Lives is off to a good start.
The launch generated national media attention, including articles in the The New York Times’ business section and Washington Post blog “The Checkup,” a Good Afternoon America segment featuring a national spokesperson and Sesame’s Muppet Grover, and a launch-day satellite media tour in both English and Spanish that generated 60 television and radio interviews. In addition, public service announcements produced by the Ad Council and its partners, including DreamWorks, have been distributed to 33,000 media outlets nationwide. Tracking of the PSAs in donated air time and space will be available in the coming months.
CDA and 35 other dental organizations formed the Partnership for Healthy Mouths, Healthy Lives and collaborated with the Ad Council to create the Kids’ Healthy Mouths campaign, which encourages children to brush their teeth for “2min2x,” or two minutes, twice a day. In addition to partnering with the coalition, CDA is a key member of the executive council, which oversaw the development of the research-based messages.
“We’re impressed with the reach of the campaign’s launch and are confident that this effort will help raise awareness among children and their parents about the value of good oral health,” said Dan Davidson, DMD, CDA immediate past president. “The message behind these ‘2min2x’ public service announcements is not only fun and memorable, but also motivating, which can lead to modified behavior through simple, low-cost preventive strategies.”
The public service announcements produced for television portray children spending time doing a number of ridiculous things — such as decorating a little brother like a cupcake — and then encourages children to take two minutes, twice a day to brush their teeth. In addition, a PSA produced by DreamWorks utilizes a tooth fairy named Tooth from the movie Rise of the Guardians to promote the importance of brushing for two minutes, twice a day.
“As impactful as the start of this campaign is so far, it’s important to remember that this is just the beginning,” said Davidson, referring to the three-year campaign. “We know over the next three years there will be new elements added that keep the two minutes, twice a day message fresh as well as educational.”
Besides the 2min2x.org website developed for children and parents, the campaign also provides a toolkit with available campaign materials for dental societies and oral health stakeholders to do outreach in their communities. The toolkit information, which provides talking points, videos and web banners, can be found at 2min2x.adcouncil.org.
A downloadable bookmark for those with iPhones and Android devices also is now available that takes users directly to a new mobile site. You can also view the site on your mobile device by visiting 2min2x.org. The site features two-minute “watch and brush” music videos for kids, important information about oral health care, tooth development and nutrition.
For more information on the Partnership for Healthy Mouths, Healthy Lives and the Ad Council campaign, visit 2min2x.org.