Title: “Healthy Teeth, Healthy Kids” – Best of Category
The campaign included 18 months of active outreach, beginning with the launch in August 2012. The plan also included strategies for the future that included using multiple touch points and additional third-party advocates. Overall results included: i A 13 percent increase in concern about oral health and 7 percent increased visits to the dentist. i Of those reporting that they received an oral health kit, 100 percent reported using it. i 27 million media impressions were garnered from earned and paid media, at a value of more than $4.2 million. i 2,000 website visits. Paid advertising garnered more than 17.5 million impressions. The advertising budget of $190,052 was leveraged by 67 percent (an additional $126,870) through added value, including: banner ads, social media, PSAs, transit shelter space, and on-air radio interviews, resulting in a total value of $316,922.