Improving the

Oral Health

of

Pregnant Women

and their Children

The Problem

• Increased risk of oral disease during pregnancy

• Poor maternal oral health:– may be linked with preterm & low birth weight babies

– is linked with early childhood caries

• Most women do not seek - and are not advised to seek - dental care as part of their prenatal care

Social Marketing Approach

• Marketing techniques are used to "sell" ideas, attitudes and behaviors

• Differs from traditional, top-down health communication efforts

• Listens to the needs and desires of the target audience

• Engaging, memorable, supportive tone

Desired Behaviour

• Make a dental appointment during pregnancy

• Brush teeth twice a day with fluoride toothpaste, and floss daily

• Eat a healthy diet and limit sugary foods

• After baby is born, avoid sharing spoons, soothers, and other items between their mouth and baby’s mouth

• Take baby for a dental visit by age one and regularly from then on

Obstacles to Desired Behaviour

• Low oral health literacy– Poor knowledge of risk/minimizing risk

– Lack of awareness of adverse pregnancy outcomes

– Poor understanding of relationship between maternal & infant oral health

– Myths and misconceptions

• Gaps or delay in receiving oral health information

• Lack of dental visits

• Major dental care barriers– High cost of dental care

– Dental fear and anxiety

Communications Goal

Creative, consistent, and comprehensive communication strategies that promote oral health to pregnant women in an accessible

and timely manner.

Communication Objectives

• Increase awareness of the:– increased risk of oral disease during pregnancy

– importance of good oral health as part of a healthy pregnancy

– link between mother’s oral health and their children’s oral health

– importance of visiting a dental office during pregnancy

– safety of dental treatment during pregnancy

• Dispel common myths and misinformation about oral health during pregnancy

Branding

• An umbrella brand that is consistent across materials and can be used by partners

• Materials will be accessible and cost-effective for partner use

• Tag line: I Didn’t Know! My Oral Health Matters

Timeframe

• Phase 1 – Develop Campaign (Mar– Aug/14)

– Develop and focus test key messages

– Develop materials: poster, print resource, display, social media

– Engage partners

– Develop partner plan; outline resource usage guidelines

• Phase 2 – Implement Campaign (Sep–Dec/14)

– Implement across and through partners

Communication Materials

• Information card series • Promotional items• Display – large (health fairs) and small (retail

store counters)• Flyer/poster• Prenatal education curriculum presentation

slides • Social media posts• Newspaper/newsletter ad, article• Enhanced website content (SPI, SK Oral Health

Coalition, partner websites)

Communication Channels

• Events/activities for pregnant women/new moms

• Stores

• Social media

• Dental offices

• Physician offices

• Pharmacies

• Prenatal education programs

• Churches

• Community associations

• Community organizations

• Prenatal/parenting groups

• Family Resource & mother’s centres

Focus Testing Materials

• Information Card series (3)– Avoid sharing mouth germs

– Pregnancy is a time to pay special attention to oral health

– Dental appointment reminder

• Promotional items– Baby teething chart

– Box/bag

– Baby teeth keepsake/tooth fairy box

Coming Soon!

Continuing education / training plan for:

• Oral care providers

• Prenatal care providers

Maternal Oral Health Consensus Document

Document Purpose:

Move oral and prenatal care providers in SK toward a better understanding of the importance & safety of oral health during pregnancy so oral health becomes part of routine prenatal care, contributing to the overall health of pregnant women and their babies.

Target Audiences:

Oral health care providers, prenatal health care providers (OB-GYNs, family physicians, midwives, nurse practitioners, public health nurses, dieticians & nutritionists, prenatal educators), professional bodies, Ministry of Health, primary care managers.