By USDR
To coincidewith National Children’s Dental Health Month, the Ad Council and The Partnership for Healthy Mouths,Healthy Livesare extending their successful Kids’ Healthy Mouths campaign to encourage children to brushtheir teeth for two minutes, twice a day. Beginning today and continuing throughoutFebruary, the campaign will announce the
winners of a national video contest.They will also introduce a new SMS texting challenge and new characters for theirpopular mobile app, Toothsavers.
In December,the Ad Council kicked off its first ever video contest with Zooppa, the world’s leading crowd sourcedmarketing platform for producing creative content. The Kids’ HealthyMouths contest called on Zooppa’s community of
over 291,00 amateurand professional video makers to leverage the existing campaign strategy to createtheir own
videos showing parents trying to give important advice in just twominutes. The final videos were reviewed by
creative directors at ad agency GreyNew York and the Ad Council.
The AdCouncil is pleased to announce the following videos as contest winners:
Eyes onthe Ball (Sam Benenati), How To Weed The Garden (Joseph Binetti), Mime (JasonKraynek), Birds and Bees (Jason Kraynek), Children’s Oral Health Career (SeanTracy), Big Boy Time (Justin Pinder) and Sharing(Terrence Jones) with Let’sChange the Oil (Cynthia Bravo) and The Talk (AllenBaldwin) as early entry winners.
Createdpro bono by Grey New York, the Kids’ Healthy Mouths PSAs stress that while most parentingis difficult to do in two minutes, such as learning how to cook or ride a bike,making sure kids brush for two minutes, twice a day is something a littlesimpler. The contest winners capture the spirit of theoriginal PSAs and feature a lighthearted
look at parenting today. The videoswill be highlighted on the Kids Healthy Mouthssocial pages throughout the month of February.
“Thiscontest has been such a wonderful extension of this campaign and has shown that the real message and heart of
these PSAs lies in the dedication of parents,”said Ad Council CEO and President Lisa Sherman, “This is one of our
mostsuccessful campaigns because the message is easy and succinct, and the creativestrategy is compelling and
fun – while parenting can be challenging, thissimple daily task is a bit easier.”
The mouth is the gateway to a person’s overallhealth, and an unhealthy mouth can be associated with obesity,
diabetes andeven heart disease. Additionally, while dental disease impacts all children, itdisproportionately
affects children from low-income families and minorities.
“WhileNational Children’s Dental Health Month is a wonderful reminder that parentsshould be focusing on their children’s oral health, we want to make sure thatcaregivers are dedicated to healthy mouths all year round, said Gary
Price,Secretary and CEO of the Dental Trade Alliance Foundation. “We hope that ourongoing initiatives will continue to give parents the encouragement andguidance they need to teach their children lifelong oral health habits.”
In additionto announcing the video contest winners, Kids’ Healthy Mouthshas various additional initiatives planned for the month of February including:
Texting Program Challenge: Kids’ Healthy Mouthsinvites parents to join their free texting program which further
supports thecampaign’s main goal of encouraging parents to make sure their children brushtheir teeth for two minutes, twice a day. Texters can take part in a five-dayfamily brushing challenge this month, and will also receive personalized tipsand support. Text BRUSH to 97779
to join.
Toothsavers App Update: Thewidely popular mobile app Toothsavers isgetting an update this month with three new
characters (Alice in Wonderland,Pinocchio, and Rabbit). The new characters will be announced on Kids’ Healthy
Mouths social channels. Since its launch, morethan 68,400 people have downloaded the app.
Scholastic Partnership: Kids’ Healthy Mouthshas partnered with Scholastic to continue to educate parents and teachers onthe importance of brushing. Resourcesare available at Scholastic.com/HealthyTeeth for caregivers and
Scholastic.com/2min2x for teachers where theycan download lesson plans, activities, an oral health care book list, oralhealth care tips in English and Spanish, and a printable oral health poster.
Since the campaign launch in August2012, media outlets throughout the country have donated more than $78
millionto run the PSAs. Additionally, over 1.9 million people have visited the campaign website to learn more about theimportance of children’s oral health.
For more information about the Kids’ Healthy Mouthscampaign, visit 2min2x.org and follow the campaign’s
social media communities on Facebook and Twitter.
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