May 2020 Volume LV Number 3


A Message from your CEO: The Campaign Trail

September 2013 Volume XLIX Number 5

It's hard to believe that only one year ago we announced our once-in-a-lifetime Ad Council Campaign focused on children's oral health. Created pro bono by ad agencies Grey Group and Wing in New York, the new Kids' Healthy Mouths public service campaign is aimed at parents and caregivers throughout the U.S.—particularly low-income families—and stresses the importance of brushing for two minutes twice a day. Campaign media partners include Sesame Workshop, DreamWorks, Cartoon Network, My Kazoo! and many others.

Sadly, more than 16 million children in American suffer from untreated tooth decay, and as we know all too well in our collective experiences, many parents and caregivers lack information about oral health. That's why it was imperative that the campaign objective not only educate parents and caregivers about the importance of a healthy mouth, but also motivate them to take action to prevent tooth decay. On launch day in August 2012, the Ad Council distributed the new public service announcements to more than 33,000 media outlets nationwide, whereby the ads aired and ran in advertising time and space entirely donated by the media. The disseminated English and Spanish multimedia news releases produced over 221 million impressions. Both AAPD Immediate Past President Dr. Joel Berg, and national spokesperson Dr. Mario Ramos, participated in the campaign's satellite radio and TV media tour in which they and other spokespeople coordinated more than 37 media interviews across English and Spanish TV, radio, print and digital outlets which generated more than 27 million impressions in top markets (Chicago; Philadelphia; Dallas; Washington, D.C.). Ramos was featured on a segment of Good Afternoon America which also included Sesame Street's Muppet Grover regarding the Partnership for Healthy Mouths, Healthy Lives that was watched by an audience of nearly 1.5 million people. Billboards with the campaign message are now popping up around the country and we just announced a national spokesperson for the campaign: mother and fitness advocate Laila Ali, who made a series of recent media appearances that included coverage on, Huffington Post, PIX Morning News Live, among other media outlets. Other campaign activities included an online photo submission contest titled #JoyfulSmiles that resulted in reaching more than 389,897 on Twitter through the contest and via the promotions. We also conducted a social media day of action through a Twitter Q&A that featured both Laila Ali and Dr. Ruchi Sahota with the ADA. This event culminated in: 468 tweets using the hashtag #2min2xChat 85 participants/contributors 154,620 Twitter accounts reached 3,363,887 total audience reach Other exciting future Ad Council campaign activities include an online content partnership with Parents Connect, a text messaging program, brochures and looped DVDs for dentist offices, as well as a Scholastic In-school/Community Outreach program targeted for the 2013/2014 school year.

I am also very pleased to welcome aboard Weber Shandwick, our new public relations firm, who will create and execute a public relations campaign that is in perfect sync with the aforementioned Ad Council campaign. As parents and caregivers are educated about oral health, we know that every child needs a Dental Home. Therefore your board of trustees has committed $1 million towards a three-year rebranding and consumer launch campaign to focus on the importance of our specialty and pediatric dentists to the lay public. In PR Week, we announced the selection of the firm Weber Shandwick after a nationwide search. Ultimately, the goal is to put more children in the chairs of pediatric dental offices earlier to gain the full benefits of prevention and a lifetime of good oral health. We look forward to sharing even more details about these thrilling initiatives as the year progresses.