One year ago, the Ad Council and the Partnership for Healthy Mouths, Healthy Lives announced a campaign to encourage parents to promote good oral hygiene habits in their children. The Kids’ Healthy Mouths campaign received more than $33 million in free ad time and space donations from TV, print, outdoor and digital media outlets. The widespread publicity of the campaign urged parents to encourage their children to brush twice a day for two minutes to avoid tooth decay, gum disease and bad breath.
The motto, “2min2x,” is used to encourage kids to take precautionary efforts to avoid painful procedures in the future. Preventative measures, like brushing every day, using alcohol-free mouthwash and flossing, can even make it easier for kids to go to the dentist, as they won’t have to fear cavity treatments.
According to the Ad Council study conducted one year after the start of the campaign, more than 50 percent of parents said they had heard or seen the PSAs.
The survey noted a significant increase in the number of parents who reported that their child brushes at least twice a day, compared with prior to the start of the campaign. Specifically, the study showed that 55 percent of English speaking parents, up from 48 percent; and 77 percent of Spanish speaking parents, up from 69 percent, reported better routines since 2012.