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

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)

Objectives Public 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%)  v isit 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 MarchAprilMayJuneJuly Advertising Public Relations Website Call Center Social Media Direct mail “coupon” Community Outreach Evaluation OHLC Campaign Timeline (March – July 2012)

THANK YOU Maryland Oral Health Literacy Campaign