CDA, along with 35 dental organizations formed the Partnership for Healthy Mouths, Healthy Lives and collaborated with the nationally recognized Ad Council to produce a three-year advertising campaign, aimed at raising awareness about the value of good oral health for children.
The primary message of the Kids Healthy Mouths campaign is to encourage children to brush their teeth “2min2x,” for two minutes, twice a day.
The campaign’s initial phase will focus on parents and caregivers of children, ages 12 and under, to motivate them to protect kids from dental disease and pain. After the initial phase, four basic steps to oral health will be introduced – brushing with a fluoride toothpaste, flossing, good nutrition and seeing a dentist on a regular basis.
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.
Donations of approximately $3 million from the coalition members are being leveraged into the advertising campaign with an estimated media value of approximately $100 million. The campaign includes extensive media and public relations outreach, communication in both English and Spanish, videos and online tools to support basic preventive care, and encouragement to visit the dentist and seek necessary treatment.
The PSA’s poke fun at the myriad of silly things children will spend their time doing and highlight that it only takes two minutes, twice a day to prevent tooth pain. Here are two examples:
Ad Council PSA – Tooth Fairy
Ad Council PSA – Ants in Pants
The Kids’ Healthy Mouths campaign aims to reach low-income parents and caregivers, including Spanish-speaking households.
Ad Council PSA – Decorating Little Brother (Spanish)
Interactive website for children and parents: 2min2x.org
There’s an online toolkit for dentists and components to utilize for outreach efforts in their communities, with helpful resources, links to videos and information about the campaign 2min2x.adcouncil.org.
The Ad Council is known for such iconic public service advertising campaigns as McGruff the Crime Dog’s “Take a Bite out of Crime.” Some unforgettable slogans from the Ad Council’s previous campaigns include the United Negro College Fund’s “A Mind Is a Terrible Thing to Waste,” and the U.S. Department of Transportation’s National Highway Traffic Safety Administration‘s “You Could Learn a Lot From a Dummy” and “Friends Don’t Let Friends Drive Drunk.”
In addition to CDA, the Partnership for Healthy Mouths, Healthy Lives dental coalition includes the Academy of General Dentistry; American Academy of Oral and Maxillofacial Pathology; American Academy of Pediatric Dentistry; American Academy of Periodontology; American Association for Dental Research; American Association of Oral and Maxillofacial Surgeons; American Association of Orthodontists; American Association of Public Health Dentistry; American Association of Women Dentists; American College of Prosthodontists; American Dental Education Association; Association of State & Territorial Dental Directors; Dental Trade Alliance; Hispanic Dental Association; Medicaid SCHIP Dental Association; National Dental Association; National Network for Oral Health Access; Oral Health America; Organization for Safety, Asepsis and Prevention; Society of American Indian Dentists; and the U.S. Department of Health and Human Services Office of Minority Health.