Dental decay is currently the most common chronic childhood disease in the United States, affecting 16.5 million children. Oral disease disproportionately affects children from low-income families, who have nearly double the number of cases of untreated dental decay as the general public.
In 2011, Dental Trade Alliance, DTA Foundation and 35 other organizations with an interest in the dental community formed the Partnership for Health Mouths, Healthy Lives (PHMHL). The PHMHL partnered with the Ad Council and produced a major national public awareness advertising campaign about kids’ oral health. The result is the Kids’ Healthy Mouths campaign that urges families to take action to reduce children’s risk of disease by making sure kids brush their teeth for two minutes, twice a day 2min2x.org.
The campaign has received tremendous media exposure through widespread TV, radio, print, outdoor and digital Public Service Advertisements (PSAs) in both English and Spanish. The campaign has been embraced by media outlets throughout the country, which have donated millions of dollars’ worth of free ad time and space. The PSAs aim to reduce the prevalence of dental decay by motivating parents to promote good oral health habits with their kids by reminding them to brush two minutes, twice a day to avoid oral pain in the future.