1. May 24, 2012

2. Childrens Oral Health

3. Sponsors Partnership for Healthy Mouths, Healthy Lives 3

4. Background Over 16 million children suffer from untreated tooth decay Disproportionately affects children, low income families and minorities An unhealthy mouth can be linked to obesity, diabetes and heart disease It impacts a childs ability to learn, develop self esteem and speak properly However, many parents lack information about oral health 4

5. Target Parents/caregivers of children ages 0-12 Emphasis on low income and minority (Hispanic/African American) parents and caregivers 5

6. Objective Improve childrens oral health by Educating parents and caregivers about the importance of a healthy mouth Motivating them to take action to prevent tooth decay 6

7. Campaign Development Process Exploratory Phase Review of secondary research Consultation with expert panel (comprised of academic researchers and dentists) to identify communication and messaging priorities Primary research with target audience –Focus groups and IDIs –Quantitative survey Strategy developed and includes input from: Partnership for Health Mouths, Healthy Lives Ad Council Campaign Review Committee 7

8. Campaign Development Process Creative concepts developed, reflective of approved strategy. Input from: Partnership for Healthy Mouths, Healthy Lives Expert panel Ad Council Campaign Review Committee Qualitative testing of 2 campaigns Production of approved campaign Refined based on qualitative learning Campaign Launch/Distribution Continued promotion of campaign, monitoring and evaluation 8

9. Key Consumer Insights from Research Parents understand good oral care is important, but they admit that its a chore they let slide They rarely monitor how well, how long and how often their children care for their teeth. They dont understand the severe consequences that can result in poor oral care overtime. 9

10. Purpose of Advertising Elevate the importance of simple behaviors (ex. brushing teeth) and connect parents to deeper resources (through fulfillment and partnerships) 10

11. Strategic Ideas If your kids dont brush their teeth twice a day, for 2 minutes, it will lead to dental disease, pain and potential tooth loss. If you monitor your kids brushing frequency and habits, you can be instrumental in saving them from pain down the road and ensure a healthier oral future. 11

12. Metrics for Success Donated Media PR Exposure Targeted Impressions Tracking Survey Issue Recall Awareness of Oral Health PSAs 2min2x.org Analytics Response to PSAs & Buzz Interaction with Programs Knowledge of brushing duration and quantity Knowledge of consequences of not brushing Increase in time spent brushing and monitoring brushing Industry Data 12

13. Creative Approach 13 Kids will spend a lot of time doing all sorts of ridiculous things. Lets get them to spend two minutes brushing their teeth. 2 minutes. 2x a day.

14. Creative Testing – 2min2x Central idea that it is easy and quick to take care of teeth resonates with respondents Concept is highly relevant to parents day to day experience Time is not my friend The idea of brushing for 2 min twice a day is clear, credible, motivating and memorable Parent understood the importance of the message – brush for 2min 2x to avoid Parents related to the silly/fun things kids do throughout the day 14

15. Comprehensive Integrated PSA Campaign Target AdvertisingPR/Buzz Website/ Mobile Site Social MediaDigital In- School/Com munity Outreach Events Strategic Partnerships 15

16. Campaign Website 16

17. Creative 17

18. Next Steps Late MayReceive all final creative assets June Prep for launch and distribution of PSAs JulyPre wave tracking survey Early August Campaign Launch

19. Launch/PR Plans Comprehensive PR plan that includes both national and local outreach to the media Possible tactics include: English and Spanish satellite and radio media tour Bites and B-roll package for local media Multi-media news release that includes the PSAs National Morning Show exclusive Morning and evening newscasts – 2 minute bookends AOL Youve Got Video Host a blogger lunch 19