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Ad Council Agrees to Develop Oral Health Campaign

"Because the problems of oral health are extensive, we decided to narrow our focus on children, particularly those children that are most at risk of oral disease," said Dental Trade Alliance CEO Gary Price.

The campaign should begin in mid-2012. After the first year of the campaign DTA, along with the Ad Council, will do extensive research among the targeted groups to test whether the campaign has influenced their knowledge of oral health and has encouraged a change in daily behavior toward prevention of disease. In addition, there are many mechanisms currently in place to track the level of disease and these will be used as well. The ultimate measure of success will be seen in the reduction of oral disease, which is one of the most chronic diseases in our country.

The campaign is the brainchild of the Partnership for Healthy Mouths, Healthy Lives dental coalition, which is made up of more than 25 dental organizations led by the Dental Trade Alliance Foundation, with the ultimate goal of improving children’s oral health so that they can develop into healthy adults. The members of the Partnership for Healthy Mouths, Healthy Lives are 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 Endodontists, 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 Association, American Dental Education Association, Association of State and Territorial Dental Directors, California Dental Association, Dental Trade Alliance Foundation, 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 Resources/Office of Minority Health.

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Conclusions of a Study from Northcoast Research:
"Dental Industry: Direct To Consumer Dental Ad Campaign Should Stimulate Growth"
    ... our research indicates the Dental Trade Alliance (DTA), in conjunction with 30 other dental organizations and professional societies, is organizing a direct to consumer ad campaign to promote oral health in the United States. Contacts indicate the Ad Council, a non-profit organization that distributes public service announcements, approved the DTA’s initiative in June and the campaign likely will launch in July 2012.

    The new ad campaign will be the first of its kind for oral health and will focus on promoting better oral health among children and raising awareness of oral health issues. Through its work with the Ad Council, the DTA will work with one of the top 10 advertising agencies in the United States and receive approximately $100 million in advertising services over three years on a pro bono basis. In addition, the DTA’s partners in the campaign, including the ADA, the National Dental Association, the American Academy of Pediatrics, and DTA members (including SIRO, PDCO, HSIC, and XRAY) will help to spread the message.

    We view this ad campaign as a positive for the dental industry. While we believe the dental industry is showing signs of improvement in 4Q11 and expect further growth in FY12, an awareness campaign of this magnitude should stimulate additional growth in patient traffic, specifically in underserved populations. Our contacts believe the ad campaign could be a real “game-changer” in terms of raising awareness about oral health issues and increasing the likelihood of patients pursuing professional help.