Maryland Oral Health Literacy

1
Maryland Oral Health Literacy Campaign Maryland
Dental Action Coalition Baltimore, MD John
Welby, MS, Project Director 02.27.12
2
Our Vision

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

3
Audience

• Target audience
• Primary
• Pregnant women 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)

4
Objectives

• Public Health Objectives
• Prevention (weighted 75)
• 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 a 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

5
Objectives

• Access (Weighted 25)
• visit dentist during pregnancy
• Get baby to dentist by first tooth or first
  birthday

6
Activities to Date

• Social Marketing Firm - PRR, Inc.
• Research University Maryland (SPH)
• Create Campaign Infrastructure
• Work Group
• Advisory Committee
• Strategic Partnership Council
• Communication Plan
• Developed campaign content
• Developed creative approach
• Focus groups
• Campaign name Healthy Teeth, Healthy Kids

7
Build a Media Partnership

• Goal
• Create awareness of the importance of oral
  hygiene and the positive impacts of taking action
  
• Strategy
• Create a prominent media partner that will work
  with others to maximize our investment to build
  greater awareness of the campaign message
• Media partner will align with local retailers,
  oral health companies, foundations and community
  health leaders
• New partners will buy into the campaign
• Funds leveraged to expand media reach and
  frequency
• Outcome
• PRR negotiated six week radio and TV and Internet
  package with WBFF Fox 45 TV and Radio One
  Q92

8
Pre and Post Campaign Survey

• Pre campaign survey
• Survey target demographic (400)
• Provide baseline data on oral health awareness
  and self reported behaviors
• Conducted March 2012
• Post campaign survey
• Survey campaign demographic (400)
• Measures awareness and effectiveness of campaign
• Measure changes in awareness and self reported
  behavior
• Conducted July 2012

9
Campaign Launch Event

• Friday, March 23 100 p.m.
• National Museum of Dentistry
• Program
• A familys story
• Overview of campaign
• Speakers
• Reception
• Dental examinations and screenings

10
Campaign Overview

• Advertising
• TV ads
• Radio ads
• Transit Ads
• Direct mail
• Website
• Hotline
• Social media
• Public relations
• Community outreach

11
OHLC Campaign Timeline (March July 2012)
Campaign Activities March March March March April April April April May May May May June June June June July July July July
Advertising
Public Relations
Website
Call Center
Social Media
Direct mail coupon
Community Outreach
Evaluation
12
THANK YOU Maryland Oral Health Literacy
Campaign 8.08.11