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Ad Council launches new dental PSAs online

October 20, 2014

By Stacie Crozier

Photo of group
PSA premier: On hand for the screening of three new public service announcements from the Ad Council and The Partnership for Healthy Mouths, Healthy Lives are, from left, Dr. Maria Lopez Howell, a San Antonio dentist and ADA spokesperson; Kristina Guerrero, former E! News host and Kids Healthy Mouths spokesperson; Priscilla Natkins, director of client services for the Ad Council; and Dr. Charles Norman, then-ADA president.
San Antonio
— Building on its highly successful 2min2x campaign, the Ad Council and The Partnership for Healthy Mouths, Healthy Lives unveiled their new Kids' Healthy Mouths campaign public service announcements Oct. 9 in San Antonio at ADA 2014 — America's Dental Meeting.

The new English and Spanish-language PSAs, screened at a press conference at the Marriott Rivercenter hotel, playfully explore how much a parent can teach a child in two minutes. The new spots are posted on the Ad Council website, adcouncil.org, and will be distributed to some 33,000 media outlets this week.

The ADA is one of the more than 35 leading dental health organizations in The Partnership for Healthy Mouths, Healthy Lives, a coalition that believes every child deserves a healthy smile.

Dr. Charles Norman, then-ADA president, told reporters and others at the press conference that because brushing is routine for most people, we may not think that someone had to teach us how to hold the brush or apply toothpaste, brush and spit. And that today's busy parents report that their children frequently forget to brush. "I have a 2-year-old granddaughter, and when my family comes to visit, I'm the one in charge of making sure she brushes," Dr. Norman said. "So I know for a fact how hard it can be to corral a 2-year-old and get them to brush. That's why this campaign is such a terrific thing."

Kristina Guerrero, former host of E! News and Kids' Healthy Mouths spokesperson, told stories of her experiences getting her 1-year-old son to brush. "Mateo has six little teeth," Ms. Guerrero said. "I just got him his first toothbrush, and he loves it! Mommywood is a much harder place to navigate than Hollywood, but I know that the four minutes we spend every day giving ourselves better health is well worth it."

Since the launch of 2min2x 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. A 2013 Ad Council survey showed that in one year, both English-speaking and Spanish-speaking parents reported that their children were significantly more likely to brush twice a day and significantly more likely to brush for two minutes each time.

Dr. Maria Lopez Howell, a San Antonio dentist and ADA spokesperson, said she has been thrilled with the response she has seen from her patient families from the 2min2x campaign. "When my moms say they are so busy, I challenge them by asking 'How much time does your child spend texting or watching TV each day?' And we are seeing that they are reporting that a lot of kids who weren't brushing two years ago are doing it now."

"The Ad Council has over 40 campaigns, and we like to say that we love all of our children equally," said Priscilla Natkins, director of client services for the Ad Council. "But this campaign is really beloved in our organization. It has a simple, single-minded message and we are thrilled with the results."

Families can visit the website to sign up for 2min2x challenge mobile program that sends twice daily texts to users to encourage brushing, play "Toothsavers" mobile game app that has been downloaded 120,000 times since January or find other fun activities that encourage tooth-healthy behaviors.

For more information about the Kids' Healthy Mouths campaign, visit 2min2x.org and follow the campaign's social media communities on Facebook  and Twitter.