Evaluating Campaign Impact
The Children’s Oral Health campaign has received tremendous media exposure through widespread TV, radio, print, outdoor and digital PSAs in both English and Spanish. The campaign has been embraced by media outlets throughout the country, which have donated more than $57 million in free ad time and space. It’s consistently
been ranked among the top Ad Council campaigns in terms of donated network cable and broadcast TV, as well as earned PR support.
Beyond traditional media support, the reach of in-school partnership was more than 23 million pre-Kindergarten, Kindergarten and 1st grade teachers, students and parents.
|DONATED MEDIA SUPPORT: AUGUST 2012 - MARCH 2014|
From the campaign launch in August 2012 through April 2014, there were more than 1.7 million U.S. visits to the English-language campaign website, 2min2x.org. During this same time period, there were more than 177,000 video views of the free, two-minute videos that kids can watch while brushing their teeth. On average, site visitors spent 6 minutes on the Watch & Brush page, where the videos are available. The Spanish-language site also received healthy traffic, with more than 70,000 visits and over 6,000 video views.
Awareness, Attitudes, and Behaviors
A tracking survey is one of several evaluation components that the Ad Council uses to evaluate a campaign’s impact. The survey for the Children’s Oral Health campaign, administered to English and Spanish-speaking parents, measured trends in PSA recognition and relevant attitudes and behaviors, including children’s teeth brushing
habits. The benchmark survey was fielded in August 2012 prior to campaign launch, and a follow-up survey was conducted in June/July 2013.
The tracking study findings indicate many positive trends in the first year of the campaign, from 2012 to 2013. Overall, more parents reported regularly monitoring and maintaining their child’s oral health and that their children are regularly brushing. Specifically, we found:
- More than 50 percent of parents surveyed have seen or heard the campaign PSAs.
- After one year, significantly more parents report that their child brushes at least twice a day.
- English-speaking parents: 48% in 2012 p 55% in 2013; Spanish-speaking parents: 69% p 77%.
- Parents in 2013 were also more likely to report that their child brushes for at least two minutes each time.
- English-speaking parents: 60% in 2012 p 64% in 2013; Spanish-speaking parents: 69% p 77%.
- An increased number of parents report being “good” or “very good” at making sure their child brushes:
- At least twice a day, (English-speaking parents: 60% in 2012 p 65% in 2013; Spanish-speaking parents: 73% p 77%).
- For two minutes each time (English-speaking parents: 53% in 2012 p 58% in 2013; Spanish-speaking parents: 75% p 79%).
One year into the Children’s Oral Health campaign, we have seen high recognition of the advertising, strong engagement online and significant shifts in key behaviors among low-income parents. The key message in the PSA campaign—that children should be brushing two times twice a day—is reaching parents, and we are already seeing that more children are taking the recommended actions to reduce oral health pain now and in the future. Moving forward, we plan to build upon the initial success through additional PSAs, digital tools, and partnerships to bring our messaging to more parents and caregivers.
The 2014 Children's Oral Health Case Study was originally released by the Ad Council in June 2014.