Cavities Get Around
Through extensive research, a key insight rose to the top: people understood brushing was important, but they didn’t feel that baby teeth were important. They didn’t know that cavities could spread from baby teeth to adult teeth or that drinking juice leads to tooth decay. Storytelling was a key component to reaching our target in a impactful way: thus the idea to compare the amount of sugar in juice to the amount in sugary treats was born. We deployed TV, radio and print to raise awareness. To create engagement and further education, a pre-roll and banner campaign drove traffic to a newly launched education section of CavitiesGetAround.com. The paid campaign was complemented by public relations to gain editorial coverage from influential media in order to underscore the importance of doing something about this chronic childhood disease.