Maryland Oral Health Literacy Maryland Oral Health Literacy CampaignCampaign

Maryland Dental Action Coalition Maryland Dental Action Coalition Baltimore, MDBaltimore, MD

John Welby, MS, Project DirectorJohn Welby, MS, Project Director

02.27.12

Our Vision

Reach at risk populations Appropriate messaging Increase healthy behaviors Reduce dental (oral) disease Increase access to dental care in Maryland

Audience

Target audience Primary:

Pregnant women and mothers of at-risk infants and children up to age three on Medicaid (or eligible), on State Children’s Health Insurance Plan (SCHIP) (or eligible)

Secondary: Mothers of at risk children age three to six on

Medicaid (or eligible), on State Children’s Health Insurance Plan (SCHIP) (or eligible)

ObjectivesPublic Health Objectives:

Prevention (weighted 75%) Mothers have power to impact child’s oral health Oral health begins before birth, is important throughout life Fluoride is key in preventing tooth decay Tooth decay is a preventable infectious disease Do not lay baby down with a bottle Do not share food, drinks or utensils with baby Clean baby’s gums and once baby teeth appear brush

using fluoride toothpaste

Objectives

2. Access (Weighted 25%) visit dentist during pregnancy Get baby to dentist by first tooth or first

birthday

Activities to Date Social Marketing Firm - PRR, Inc. Research – University Maryland (SPH) Create Campaign Infrastructure

Work Group Advisory Committee Strategic Partnership Council

Communication Plan Developed campaign content Developed creative approach Focus groups Campaign name: Healthy Teeth, Healthy Kids

Build a Media Partnership Goal:

Create awareness of the importance of oral hygiene and the positive impacts of taking action

Strategy: Create a prominent media partner that will work with others to

maximize our investment to build greater awareness of the campaign message

Media partner will align with local retailers, oral health companies, foundations and community health leaders

New “partners” will buy into the campaign Funds leveraged to expand media reach and frequency

Outcome: PRR negotiated six week radio and TV and Internet package with

WBFF – Fox 45 TV and Radio One – Q92

Pre campaign survey Survey target demographic (400) Provide baseline data on oral health awareness and self

reported behaviors Conducted March 2012

Post campaign survey Survey campaign demographic (400) Measures awareness and effectiveness of campaign Measure changes in awareness and self reported

behavior Conducted July 2012

Pre and Post Campaign Survey

Campaign Launch Event

Friday, March 23 1:00 p.m. National Museum of Dentistry Program A family’s story Overview of campaign Speakers Reception Dental examinations and screenings

Campaign Overview Advertising

TV ads Radio ads Transit Ads Direct mail

Website Hotline Social media Public relations Community outreach

Campaign Activities

March April May June July

Advertising

Public Relations

Website

Call Center

Social Media

Direct mail

“coupon”

Community Outreach

Evaluation

OHLC Campaign Timeline (March – July 2012)

THANK YOUTHANK YOU

Maryland Oral Health Literacy CampaignMaryland Oral Health Literacy Campaign

8.08.11