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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
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Our Vision
Reach at risk populations Appropriate messaging Increase healthy behaviors Reduce dental (oral) disease Increase access to dental care in Maryland
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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)
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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
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Objectives
2. Access (Weighted 25%) visit dentist during pregnancy Get baby to dentist by first tooth or first
birthday
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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
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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
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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
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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
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Campaign Overview Advertising
TV ads Radio ads Transit Ads Direct mail
Website Hotline Social media Public relations Community outreach
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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)
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THANK YOUTHANK YOU
Maryland Oral Health Literacy CampaignMaryland Oral Health Literacy Campaign
8.08.11