Cavities Get Around
Tooth decay was a silent epidemic among kids, particularly in Colorado’s lower-income households. We also discovered that the Latino community had cultural differences and deeply ingrained beliefs that steered them away from tap water and toward sugary drinks. We needed to shift the way Coloradans were thinking. The work we did gave everyone something to smile about.
We launched a two-phase multimedia approach. First, we focused on overcoming the belief that fruit juice is healthy, especially the concentrated sugary kind readily available. Next, we focused on earning trust in Colorado’s fluoride-rich tap water. This one-two punch netted impressive results, without knocking out any innocent teeth in process.