To coincide with National Children’s Dental Health Month, the Ad Council and The Partnership for Healthy Mouths, Healthy Lives are extending their successful Kids’ Healthy Mouthscampaign to encourage children to brush their teeth for two minutes, twice a day. Throughout February, the campaign announced the winners of a national video contest (one shown above). They also introduced a new SMS texting challenge (it takes less than a minute to sign up) and new characters for their popular mobile app, Toothsavers.
- Toothsavers App Update: The widely popular mobile app Toothsavers got an update this month with three new characters (Alice in Wonderland, Pinocchio, and Rabbit). The new characters were announced on Kids’ Healthy Mouths social channels. Since its launch, more than 68,400 people have downloaded the app.
- Texting Program Challenge: Kids’ Healthy Mouths invites parents to join their free texting program which further supports the campaign’s main goal of encouraging parents to make sure their children brush their teeth for two minutes, twice a day. Texters can take part in a five-day family brushing challenge this month, and will also receive personalized tips and support. Text TOOTH to 97779 to join.
In December, the Ad Council kicked off its first ever video contest with Zooppa, the world’s leading crowd sourced marketing platform for producing creative content. The Kids’ Healthy Mouths contest called on Zooppa’s community of over 27,000 amateur and professional video makers to leverage the existing campaign strategy to create their own videos showing parents trying to give important advice in just two minutes. The final videos were reviewed by creative directors at ad agency Grey New York and the Ad Council.
The Ad Council is pleased to announce the following videos as contest winners:
Eyes on the Ball (Sam Benenati), How To Weed The Garden (Joseph Binetti), Mime (Jason Kraynek), Birds and Bees (Jason Kraynek), Children’s Oral Health Career (Sean Tracy), Big Boy Time (Justin Pinder) and Sharing (Terrence Jones) with Let’s Change the Oil (Cynthia Bravo) and The Talk (Allen Baldwin) as early entry winners.
Created pro bono by Grey New York, the Kids’ Healthy Mouths PSAs stress that while most parenting is 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 little simpler. The contest winners capture the spirit of the original PSAs and feature a lighthearted look at parenting today. The videos were highlighted on the Kids Healthy Mouths social pages throughout the month of February.
“This contest and our Kids’ Healthy Mouths campaign celebrate the dedication of parents,” said Ad Council CEO and President Lisa Sherman. “This is one of our most successful campaigns because the message is simple and succinct, and the creative strategy is compelling and fun – while parenting can be challenging, this simple daily task is a bit easier.”