02/13/2013

Kids’ Healthy Mouths campaign catches on nationwide


Kids’ Healthy Mouths, the oral health literacy campaign sponsored by the Ad Council and the Partnership for Healthy Mouths, Healthy Lives, continues to have an impact nationwide.

Since launching in August 2012, the campaign has received significant attention in the national media. Between Aug. 14 and Dec. 2, for example, the campaign generated $6.2 million in earned media coverage and $1.6 million in donated TV, radio, print and Web banner placements, according to the ADA.

“This type of media exposure for oral health literacy is exactly why CDA wanted to participate in this campaign. It allows the dental community to reach so many people across the country and explain to them how valuable oral health is,” said CDA President Lindsey Robinson, DDS.  

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.

According to the ADA, the campaign also has received the following media coverage:

  • An article on The Washington Post blog The Checkup, which has nearly 8.9 million unique monthly visitors. The blog post was shared 2,400 times on Twitter and 6,600 times on Facebook.
  • In the first two months, the English PSAs aired on local broadcast TV stations in seven of the top 10 media markets in the U.S., including New York, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco and Boston.
  • Placements on all of the major networks' local affiliates and on The Cartoon Network.
  • Dr. Mario Ramos, a spokesman for the campaign, appeared on Good Afternoon America — which has an audience of nearly 1.5 million people—with Grover from "Sesame Street" to discuss the ads.
  • Spanish PSAs aired in Hispanic markets such as New York; Miami/Fort Lauderdale, Fla.; San Antonio, Texas; and Harlingen/Weslaco/Brownsville/McAllen, Texas.

There are several ways for the public to get more information about the campaign. In addition to 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 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, go to healthymouthshealthylives.org or cda.org.