The Ad Council says a year-long advertising campaign to bring parents on board with the effort to improve children’s oral health habits has had measureable and very positive results, in both the English- and Spanish-speaking communities. The multi-faceted campaign used television, radio, print and digital to get the message out.The camapaign is called “Kids’ Healthy Mouths” and was done by the Ad Council in collaboration with the Partnership for Healthy Mouths, Healthy Lives.
Media outlets used in the campaign donated some $33M in time and space inventory to make the campaign’s success a possibility.
The Ad Council provided the following highlights of the campaign:
* More than 50 percent of parents surveyed have seen or heard the new Kids’ Healthy Mouths PSAs.
* Significantly more parents in 2013 report that their child brushes at least twice a day compared to before the campaign launched (55 percent of English-speaking parents in 2013, up from 48 percent in 2012, and 77 percent of Spanish-speaking parents in 2013, up from 69 percent in 2012).
* Parents in 2013 were also more likely to report their child brushes for at least two minutes each time (64 percent of English-speaking parents in 2013, up from 60 percent in 2012, and 77 percent of Spanish-speaking parents in 2013, up from 69 percent in 2012).
* An increased number of English and Spanish-speaking parents report being “good” or “very good” at making sure their child brushes at least twice a day (65 percent of English-speaking parents in 2013, up from 60 percent in 2012, and 77 percent of Spanish-speaking parents in 2013, up from 73 percent in 2012) for two minutes each time (58 percent of English-speaking parents in 2013, up from 53 percent in 2012, and 79 percent of Spanish-speaking parents in 2013, up from 75 percent in 2012).
“These are some of the strongest survey results we’ve seen after only one year of a campaign. This is the first campaign in the Ad Council’s 71-year history to address oral health, and we are proud to be part of such an important effort to improve the lives of millions of parents and children,” said Peggy Conlon, President and CEO of the Ad Council.
RBR-TVBR observation: We flagged this in order to provide broadcast AEs with another tool to weaken the resistance of clients who need to be persuaded that advertising is not a waste of money. If they need to see evidence, well, here’s some evidence.
