Maryland Oral Health Literacy

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Maryland Oral Health Literacy Social Marketing
Campaign Office of Oral Health Maryland Dental
Action Coalition Baltimore, MD John Welby, MS,
Project Director 10.14.11
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Why is an Oral Health Literacy Campaign Needed?

• Most common disease among US children
• Impacts 2 out of every 5 children by
  kindergarten
• 52 million school hours lost annually
• Low income have 5X the number of untreated caries
• Has caused DEATH
• Almost 100 preventable
• Poor oral health literacy is the root of the
  problem

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Our Vision

• Reach at risk populations
• Appropriate messaging
• Increase healthy behaviors
• Reduce dental (oral) disease
• Increase access to dental care in Maryland

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Program Parameters

• Program Duration
• 18 months - ending July 31, 2012
• Budget
• 1.2 million federal grant
• 860, 000 for campaign

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PRR, Inc.
PRR, Inc.
Integrated communications firm specializing in
social marketing
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Research Methodology

• Telephone survey 803 adults age 18 with a
  child 6 or younger
• 2. Four focus groups 18 w/child 6 or younger,
  pregnant women

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Key Research Findings

• Limited knowledge about how to prevent tooth
  decay.
• Lowest understanding among those with lower
  education, no dental insurance, or on Medicaid.

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Key Research Findings

• Do not know what to ask their providers
• Primarily rely on family members for information
• Buy the cheapest toothpaste with no regard to
  fluoride
• Believe primary (baby) teeth are not important.

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Created Infrastructure

• Work Group
• Advisory Committee
• Strategic Partnership Council

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Target Audiences

• Target Audiences
• Primary
• Pregnant woman and Mothers of at-risk infants
  and children up to age three on Medicaid (or
  eligible), on State Childrens Health Insurance
  Plan (SCHIP) (or eligible)
• Secondary
• Mothers of at-risk children age three
  to six on Medicaid (or
  eligible), on State Childrens Health
  Insurance Plan (SCHIP) (or eligible)

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Objectives

• Public Health Objectives1. Prevention (Weighted
  70)
• Understanding and action
• Mothers have power to impact childs oral health
• Oral health begins before birth, is important
  throughout life
• Fluoride is key in preventing tooth decay
• Tooth decay is preventable infectious disease
• Do not lay baby down with a bottle
• Do not share food, drinks or utensils with baby
• Clean babys gums and once baby teeth appear
  brush using fluoride toothpaste

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Objectives

• 2. Access (Weighted 30)
• Visit dentist during pregnancy
• Get baby to dentist or Early Periodic Screening
  Diagnostic Treatment (EPSDT) by first tooth or
  first birthday

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Communications Plan Six Strategies

1. Define and promote a call to action
2. Create a favorable environment and sense of
   urgency
3. Reach mothers during critical milestones
4. Develop an oral health kit
5. Evaluate campaign effectiveness
6. Provide a foundation for future work

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THANK YOU Maryland Oral Health Literacy
Campaign 8.08.11