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Ad Council and dental groups team up on massive kids' oral campaign

Aug 16, 2012

The Ad Council is enlisting animated luminaries like Scooby-Doo, Dreamworks and Tom & Jerry and teaming with 30-plus dental organizations in a massive multimedia public service effort to help raise kids’ awareness about tooth brushing and good oral health. 

Video Source: Ad Council

The campaign began August 14 and consists of 14 two-minute videos timed to coincide with the recommended length of time to brush your teeth. 

Parents are directed through print and television ads to to download the videos as a means of enticing their children to brush their teeth for two full minutes twice daily. The campaign also promotes 15, 30 and 60-second television spots and print advertising with the same message.

The Ad Council released a survey the same day as the ads’ debut noting that 60 percent of parents with children 12 or younger say they don’t regularly help their child brush their teeth or confirm they’ve done a good job. Close to 31 percent say they argue with their kids at least once a week about brushing.

The new ads emphasize how much time kids spend watching television, playing video games or texting but note that they could avoid severe tooth pain and maintain a healthy mouth by brushing twice daily for a total of four minutes.

The campaign is the first in the Ad Council’s 70-year history addressing oral health and was created pro bono by ad agencies Grey Group and Wing in New York. Some of the dental groups participating in the campaign are the Academy of General Dentistry, American Academy of Pediatric Dentistry, American Association of Orthodontists, American Association of Public Health Dentistry and the Society of American Indian Dentists.

The ads have been developed in both English and Spanish and are aimed primarily at parents and caregivers in low-income households.

In May the Centers for Disease Control reported that children in low-income families have nearly twice the number of untreated decayed teeth as those in the general population.

Sources: New York Times,, Ad Council, PR Newswire


Copyright 2012, Bloom Insurance Agency, LLC ©

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