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New oral health PSAs net top honor at Ad Council event

November 20, 2014
image of Ad council website
New York
— Public service announcements for the Children's Oral Health Campaign unveiled last month during ADA 2014 — America's Dental Meeting netted highest honors Nov. 19 at the Ad Council's 61st Public Service Award Dinner.

The series of English and Spanish-language PSAs playfully explore how much a parent can teach a child in two minutes, including how to have good oral health habits. The new spots, posted on the Ad Council website, adcouncil.org, have been distributed to some 33,000 media outlets.

Grey New York, the agency that created the PSAs, received the Ad Council's top creative award of the year — the Gold Bell for Creative Excellence — at a fundraiser hosted by actor and political satirist Stephen Colbert and attended by more than 1,400 prominent members of the media, advertising and corporate communities. The annual fundraiser dinner is a tribute to the industries and individuals who support the Ad Council and its PSA campaigns and this year raised $3.5 million for public service advertising.

Gold, silver and bronze bell winners were chosen from the Ad Council's more than 40 PSA campaigns created by volunteer agencies this year.

The winning Children's Oral Health PSAs by Grey New York are humorous depictions of life lessons which make the point that while parenting can be tricky at times, getting kids to brush for two minutes, twice a day can be easier than most other things parents will try to teach their children. The PSAs direct parents to www.2min2x.org to find interactive games for their children and facts on the importance of brushing your teeth.

"At Grey, we believe creativity can solve the world's biggest problems. So we've loved partnering with the Ad Council and The Partnership for Healthy Mouths, Healthy Lives to help parents help their kids brush more often," said Tor Myhren, Grey's worldwide chief creative officer. "The campaign message is simple: Parenting is hard, but helping kids brush for two minutes, twice a day is easier. We're delighted to receive this coveted honor, and more importantly we're thrilled this campaign continues to make an impact on kids' lives."

Since its launch in 2012, more than 1.7 million people have visited 2min2x.org and the English and Spanish-language PSAs have received more than $64 million in donated media across TV, radio, print, web and outdoor outlets. Additionally, there has been a significant increase in the percentage of parents who report that their children are brushing for 2 minutes, twice a day.

The Partnership for Healthy Mouths, Healthy Lives is a coalition of 36 leading oral health organizations, including the ADA, that are committed to improve children's oral health so that they can develop into healthy, productive adults. Coalition organizations include: Academy of General Dentistry, Alliance of the American Dental Association, America's Dentists Care Foundation, America's ToothFairy, American Academy of Oral and Maxillofacial Pathology, American Academy of Pediatric Dentistry, American Academy of Pediatrics, American Academy of Periodontology, American Association for Dental Research, American Association of Endodontists, American Association of Oral and Maxillofacial Surgeons, American Association of Orthodontists, American Association of Public Health Dentistry, American Association of Women Dentists, American College of Prosthodontists, American Dental Assistants Association, American Dental Association, American Dental Education Association, American Dental Hygienists' Association, Association of State & Territorial Dental Directors, California Dental Association, Children's Dental Health Project, Connecticut Oral Health Initiative, Dental Trade Alliance, DentaQuest, Hispanic Dental Association, Maine Dental Access Coalition, Medicaid/CHIP State Dental Association, National Association of Dental Laboratories, National Dental Association, National Network for Oral Health Access, Oral Health America, Organization for Safety, Asepsis and Prevention, Santa Fe Group, Society of American Indian Dentists and Washington State Dental Association.