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ADA Highlights campaign wins first place in communications awards

April 11, 2017

By Kimber Solana

A campaign that articulated, in a brief visual way, the impact and value of ADA membership earned the ADA a first place award in the "Annual Report" category of the 2016 Ragan's PR Daily Awards, which recognizes campaigns in the communications, public relations, marketing and media industries.

Bringing together fast-moving animations and dramatic music, the Association did something a little different to showcase its achievements in 2015. In a two-and-a-half minute 2015 ADA Highlights video, accomplishment after accomplishment popped on screen.

"Instead of cranking out yet another traditional annual report, the [ADA] team turned to a video and an associated infographic to share the ADA's message," according to the Ragan's PR Daily announcement. "It studied member research to identify ADA achievements that would resonate with the audience."

These accomplishments ranged from half a billion social media engagements on the benefits of fluoride to achieving $6 million in funding for military dental research to help treat and rehabilitate injured soldiers.

The shareable video reached ADA members through social media, dental society websites, membership conferences and the ADA's annual meeting. The YouTube video earned more views during the first week it was available than the previously most-viewed ADA video had earned in six months, according to PR Daily.

"The ADA Highlights project showcases ways our 161,000 member dentists are committed to clinical excellence, patient-centered care and giving back to their communities," said Dr. Gary L. Roberts, ADA president. "We are thrilled that this project celebrating our collective success earned prominent recognition."

Other category winners included IKEA, Habitat for Humanity, St. Jude, Chick-fil-A, Cigna, Elizabeth Arden and IBM. The awards were announced April 10.

To watch the 2015 ADA Highlights video, visit To view the 2016 edition, visit