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.