May 24, 2012. Childrens Oral Health Sponsors Partnership for Healthy Mouths, Healthy Lives 3.

May 24, 2012

Children’s Oral Health

Sponsors

Partnership for Healthy Mouths, Healthy Lives

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Background

Over 16 million children suffer from untreated tooth decay• Disproportionately affects children, low income families and

minorities

An unhealthy mouth can be linked to obesity, diabetes and heart disease

It impacts a child’s ability to learn, develop self esteem and speak properly

However, many parents lack information about oral health

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Target

Parents/caregivers of children ages 0-12• Emphasis on low income and minority (Hispanic/African

American) parents and caregivers

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Objective

Improve children’s oral health by• Educating parents and caregivers about the

importance of a healthy mouth• Motivating them to take action to prevent tooth

decay

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Campaign Development Process

Exploratory Phase• Review of secondary research• Consultation with expert panel (comprised of academic researchers and

dentists) to identify communication and messaging priorities• Primary research with target audience

– Focus groups and IDIs– Quantitative survey

Strategy developed and includes input from:• Partnership for Health Mouths, Healthy Lives• Ad Council Campaign Review Committee

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Campaign Development Process

Creative concepts developed, reflective of approved strategy. Input from:• Partnership for Healthy Mouths, Healthy Lives• Expert panel• Ad Council Campaign Review Committee

Qualitative testing of 2 campaigns

Production of approved campaign• Refined based on qualitative learning

Campaign Launch/Distribution

Continued promotion of campaign, monitoring and evaluation

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Key Consumer Insights from Research

Parents understand good oral care is important, but they admit that it’s a chore they let slide

They rarely monitor how well, how long and how often their children care for their teeth.

They don’t understand the severe consequences that can result in poor oral care overtime.

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Purpose of Advertising

Elevate the importance of simple behaviors (ex. brushing teeth) and connect parents to deeper resources (through fulfillment and partnerships)

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Strategic Ideas

If your kids don’t brush their teeth twice a day, for 2 minutes, it will lead to dental disease, pain and potential tooth loss.

If you monitor your kid’s brushing frequency and habits, you can be instrumental in saving them from pain down the road and ensure a healthier oral future.

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Metrics for Success

Exposure Recognition Engagement Impact

Donated Media

PR Exposure

Targeted Impressions

Tracking Survey

Issue Recall

Awareness of OralHealth PSAs

2min2x.org Analytics

Response to PSAs & Buzz

Interaction with Programs

Knowledge of brushing duration and quantity

Knowledge of consequences of not brushing

Increase in time spent brushing and monitoring

brushing

Industry Data

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Creative Approach

Kids will spend a lot of time doing all sorts of

ridiculous things. Lets get them to spend two

minutes brushing their teeth.

2 minutes. 2x a day.

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Creative Testing – 2min2x

Central idea that it is easy and quick to take care of teeth resonates with respondents

Concept is highly relevant to parents’ day to day experience • “Time is not my friend”

The idea of brushing for 2 min twice a day is clear, credible, motivating and memorable

Parent understood the importance of the message – brush for 2min 2x to avoid

Parents related to the silly/fun things kids do throughout the day

Comprehensive Integrated PSA Campaign

Target

Advertising

PR/Buzz

Website/Mobile Site

Social Media

Digital

In-School/Community

Outreach

Events

Strategic Partnerships

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Campaign Website

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Creative

Next Steps

Late May Receive all final creative assets

June Prep for launch and distribution of PSAs

July Pre wave tracking survey

Early August Campaign Launch

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Launch/PR Plans

Comprehensive PR plan that includes both national and local outreach to the media

Possible tactics include:• English and Spanish satellite and radio media tour• Bites and B-roll package for local media• Multi-media news release that includes the PSAs• National Morning Show exclusive• Morning and evening newscasts – 2 minute bookends • AOL You’ve Got Video• Host a blogger lunch