We teamed up with Delta Dental over the last five years to combat a silent epidemic: tooth decay, the #1 chronic disease affecting children.
The seemingly obvious approach of reminding the target audience to brush their kids’ teeth was merely covering up the larger systemic issue of sugary beverage consumption. The campaign used the behavior change model to move the target audience from awareness of the sugar in juice to adoption of new proposed beverage consumption behaviors.
Prior to the 2016/2017 campaign, our research showed that the belief in the nutritional value of juice had dropped 29 points since the start of the campaign. Armed with that news, the campaign set out to move the audience from awareness to action. The action was to substitute juice with water between meals and especially before bedtime.
Since 2014, water consumption is up 100%, juice consumption is down 47% and the perception that juice is healthy is down 55%. Most importantly, our target audience is getting 26% fewer cavities than before this campaign.