2014 Children's Oral Health Case Study (Ad Council)
Campaign Launch and Public Relations
The campaign launched in August 2012, and the Ad Council distributed the campaign to more than 33,000 media outlets nationwide. As with all Ad Council PSA campaigns, media is not planned or bought; instead, the campaign relies on media outlets to donate time and space for the ads.
The campaign received extensive public relations coverage, beginning with a an exclusive story in The New York Times, with the capacity to reach 1.5 million people, and a placement in Washington Post’s The Checkup Blog that resulted in 2,400 tweets and 6,600 Facebook shares. Momentum continued to build for the campaign by creating compelling online content, leveraging key influencers in the medical and dental community as well as celebrity talent, and securing high profile coverage including Steve Harvey, People.com, MSNBC, Huffington Post Live, and a segment on Good Afternoon America. In April 2013, athlete and mom Laila Ali became a spokesperson for the campaign, participating in a series of national media interviews.
NEW YORK, NY, August 14, 2012 /PRNewswire/ — According to a survey released by the Ad Council today less than half (44%) of parents in the U.S. report that their child brushes their teeth twice a day or more. In time for back-to-school season, the Ad Council is joining The Partnership for Healthy Mouths, Healthy Lives, a coalition of more than 35 leading dental health organizations, to debut Kids’ Healthy Mouths, their first joint national multimedia public service campaign designed to teach parents and caregivers, as well as children, about the importance of oral health and the simple ways in which they can help prevent oral disease. The English and Spanish-language public service ads are being distributed to media outlets nationwide today.