Remember the Got Milk? campaign.

PR News’ Platinum PR Awards thought you might.

For that reason they are inducting the successful marketing campaign into their Hall of Fame. For its Hall of Fame, PR News selects initiatives they think will likely be referred to in years to come as having been very original and having had a larger impact than even their creators might have imagined.

America’s Dairy Farmers and Milk Processors ran this paper advertisement that came from a 2000 magazine and features Major League Baseball’s New York Yankee’s Joe Torre, Jeff Fisher, and Pat Riley endorsing milk.

In the instance of Got Milk?, the California Milk Processor Board (CMPB) needed to reverse plunging industry sales fast. Got Milk? @GotMilk not only helped turn around milk sales but also changed the face of consumer marketing forever. Even after 13 years, the organization’s  strategy continues.

What does this have to do with dentistry?

This year the “Smile On” campaign launched by Kool Smiles and Schmidt Public Affairs is a finalist in the Rebranding and Repositioning category of the aforementioned PR News Platinum PR Awards, according to DentalAegis.com.

Kool Smiles‘ Smile On initiatives include Operation Troop Treats, the largest Halloweencandy buyback

Featured on mykoolsmilesblog.com and shared on Pinterest was a thank you with photos of troops receiving candy from the Operation Gratitude effort.

program by a dental provider in the United States that has contributed to a total of more than five tons of sweets shipped to U.S. soldiers overseas and is now in its fourth consecutive year; and Sharing Smiles Day, a national day of free dental care offered in February for children without any form of dental insurance. Since the start of the Smile On campaign in 2012, Kool Smiles dentists have provided more than $59 million in uncompensated care to patients in the communities they serve.

Kool Smiles Managing Dental Director D Ray Gifford stated in a news release:  “It’s an honor to be recognized nationally for our continued work to ensure every child has a dental home.”

The winners of top communications initiatives in more than 40 categories will be announced at The Platinum and Agency Elite Awards Luncheon on October 26, at the Marriott Marquis in New York City.

See the complete list of this year’s Platinum PR Awards finalists here: https://www.platinumprawards.com.

Among the finalists: Aspen Dental Management Inc. for its Healthy Mouth Movement and its internal publication, Living Blue.