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Campaign reports national increase in kids’ brushing

March 07, 2016

By Kimber Solana

More English- and Spanish-speaking parents reported that their children are brushing for two minutes, twice a day, according to a March report from the Ad Council and the Partnership for Healthy Mouths, Health Lives.

It’s been an upward trend since the coalition — formed by the American Dental Association and 35 other groups in the dental community — launched the Kids’ Healthy Mouths campaign Aug. 29, 2012.

The public service campaign — the first children’s oral health public service announcement campaign that the Ad Council has engaged in — is designed to teach parents, caregivers and children about the importance of oral health.

According to the report, there was a 13 percent increase — from 48 percent in 2012 to 61 percent in 2015 — in English-speaking parents reporting their child brushes two times a day, and a 4 percent increase in reporting their child brushes two minutes each time.

In addition, there was a 15-percent increase in Spanish-speaking parents reporting their child brushes two times a day.

“The effectiveness of the Children’s Oral Health campaign is measured by metrics pertaining to exposure, engagement, awareness and impact,” according to the report. And the campaign continues to engage parents and caretakers on the importance of children’s oral health and extend its reach.

“We are excited to see the significant improvement in developing brushing for two minutes, twice a day, as a habit for children,” said Dr. Carol Gomez Summerhays, ADA president. “Most dental disease is preventable, and oral health literacy moves us closer to the goal of caries-free children.”

Children’s oral health remains one of the top social issues that parents consider “very important,” according to the report. It ranked higher than autism and just below texting and driving.

Since its launch, “the campaign has resulted in 9.4 billion impressions and more than $119 million in donated and earned media across the country including television and radio outlets,” the report said.

This includes The New York Times, Good Morning America, Yahoo News and CBS Sports.

The ad agencies donate the creative content for public service campaigns, and the media companies donate airtime and print space as a service to the public.

Since the launch of 2min2x in 2012, as of February 2016, more than 2.8 million people have visited its website

The videos have received more than 295,000 views.

The campaign’s social media accounts also continue to grow with more than 34,000 Facebook followers and another 2,000 on Twitter.

In addition, a partnership with Scholastic in 2013 and 2015 provided 190,000 teachers and 5.7 million families with Children’s Oral Health education material.

In October 2014, building on its highly successful 2min2x campaign, the Ad Council and The Partnership for Healthy Mouths, Healthy Lives unveiled new public service announcements at the ADA’s annual meeting in San Antonio.

The new English- and Spanish-language TV, radio, print, outdoor and digital PSAs playfully explored how much a parent can teach a child in two minutes.

In 2014, the Children’s Oral Health PSA received the Ad Council’s top creative award of the year — the Gold Bell for Creative Excellence.
For more information on the Kids’ Healthy Mouths campaign, visit To learn more about good oral health habits, visit