Maryland Oral Health Literacy Social Marketing Campaign Social Marketing Campaign Office of Oral Health Maryland Dental Action Coalition Baltimore, MD John Welby, MS, Project Director

Why is an Oral Health Literacy Campaign Needed?  Most common disease among US children  Impacts 2 out of every 5 children by kindergarten  52 million school hours lost annually  Low income have 5X the number of untreated caries  Has caused DEATH  Almost 100% preventable  Poor oral health literacy is the root of the problem

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

Program Parameters  Program Duration  18 months - ending July 31, 2012  Budget  $1.2 million federal grant  $860, 000 for campaign

PRR, Inc. Integrated communications firm specializing in social marketing

1.Telephone survey – 803 adults age 18+ with a child 6 or younger 2. Four focus groups 18+ w/child 6 or younger, pregnant women Research Methodology

Key Research Findings Limited knowledge about how to prevent tooth decay. Lowest understanding among those with lower education, no dental insurance, or on Medicaid.

Key Research Findings  Do not know what to ask their providers  Primarily rely on family members for information  Buy the cheapest toothpaste with no regard to fluoride  Believe primary (baby) teeth are not important.

Created Infrastructure  Work Group  Advisory Committee  Strategic Partnership Council

Target Audiences  Primary: Pregnant woman 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)

Objectives Public Health Objectives: 1. Prevention (Weighted 70%) Understanding and action 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 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 30%) Visit dentist during pregnancy Get baby to dentist or Early Periodic Screening Diagnostic Treatment (EPSDT) by first tooth or first birthday

Communications Plan Six Strategies 1.Define and promote a call to action 2.Create a favorable environment and sense of urgency 3.Reach mothers during critical milestones 4.Develop an oral health kit 5.Evaluate campaign effectiveness 6.Provide a foundation for future work

THANK YOU Maryland Oral Health Literacy Campaign