Public Education Campaign

So far, 2022 has been a banner year for the MDA’s Public Education Campaign. This quarter, the campaign continues with the release of new and dynamic content. Individually and as a whole, these efforts further advance this year’s goal: to encourage Michiganders of all ages and wellness levels to prioritize their oral health and visit an MDA-member dentist.

Please see the sections below for more on each sub-campaign and the latest campaign elements.

For more information on the Public Education Campaign, please read our recent article, “The MDA Public Education Campaign: An X-Ray View,” published in the June 2022 edition of the Journal of the Michigan Dental Association.

Teeth Have Feelings Too

The interactive, social media-friendly “Teeth Have Feelings Too” embraces the colorful and light-hearted side of educational messaging. This campaign encourages viewers to see their dental health in a whole new light – from the tooth’s perspective. Each of the six vignettes in this series features a loveable and very expressive animated tooth in a silly but relatable situation.

This summer, we released two installments in this series. The first, “Chip Shot,” plays on a shared past-time (hockey of course) to encourage sports players of all ages to wear a mouthguard. The second, “Royal Treatment,” shows how a dental crown can transform a tooth from feeling pained and disparaged to strong and stately.

Videos and Advertisements

The “Chip Shot” video ran, and the “Royal Treatment” just began running on YouTube, OTT (Hulu, Apple TV, and connected TV), and social media. Both installments also include accompanying social media and online display ads.

All advertisements and videos in the campaign direct the public to an interactive page on SmileMichigan.com that features six scenarios, each relating to a specific oral health issue. Visitors can click through these scenes to learn more about each situation and its impact on dental health. The site and social media ads also encourage the use of the Find-A-Dentist tool.

Schedule — Q3

Royal Treatment
Video and accompanying ads:

Video

Sample Social Media Post

Sample Display Ad

Schedule — Q2 (late)

Chip Shot
Video and accompanying ads:

Video

Sample Social Media Post

Sample Display Ad

Schedule — Q2 (early)

Searching Symptoms
Video and accompanying ads:

Video

Sample Social Media Post

Sample Display Ad

Schedule — Q1

Cheat Day
Video and accompanying ads:

Video

Sample Social Media Post

Sample Display Ad

Illness Impact: Asthma & Your Dental Health

Each quarter, the campaign addresses a different, prevalent illness and the oral health implications most commonly associated with that chronic health condition. Featured illnesses were selected based on internet search volume across the state. Conceived as the MDA’s answer to WebMD-style dental search information, this campaign is as informative and educational as it is compassionate and understanding.

Videos, Articles, and Advertisements

The third feature in this series, “Illness Impact: Cancer Treatment & Your Oral Health,” will be released in late August. This campaign includes an informative video that will run on Youtube, OTT (Hulu, Apple TV, and connected TV), and social media with accompanying social media and online display ads.

The campaign adopts a proactive approach to preventing oral infections during cancer treatment. It addresses the common oral health complications that may arise during chemotherapy and radiation and details how these illnesses may compromise the patient’s overall health and force treatment delays.

Furthermore, this campaign positions MDA-member dentists as part of the cancer-fighting team. It outlines how preventive dental care before, during, and after a course of cancer therapy may help keep the mouth and body strong during treatment and recovery.

As with the previous installments, this “Illness Impact” component offers thoughtful encouragement and support for patients and their caregivers. It provides tips for following a good daily oral care routine even amid cancer treatment. It encourages patients to seek dental care at the earliest signs of oral infection or complications.

All ads and campaign components direct the public to an informative in-depth article-style page on the SmileMichigan.com blog. The main article and supporting social media ads also promote the use of the Find-A-Dentist tool.