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Maryland Oral Health Literacy Campaign Maryland Dental Action Coalition Baltimore, MD

Maryland Oral Health Literacy Campaign Maryland Dental Action Coalition Baltimore, MD John Welby, MS, Project Director 02.27.12. Reach at risk populations Appropriate messaging Increase healthy behaviors Reduce dental (oral) disease Increase access to dental care in Maryland.

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Maryland Oral Health Literacy Campaign Maryland Dental Action Coalition Baltimore, MD

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  1. Maryland Oral Health Literacy Campaign Maryland Dental Action Coalition Baltimore, MD John Welby, MS, Project Director 02.27.12

  2. Reach at risk populations Appropriate messaging Increase healthy behaviors Reduce dental (oral) disease Increase access to dental care in Maryland Our Vision

  3. Audience Target audience Primary: Pregnant women and mothers of at-risk infants and children up to age three on Medicaid (or eligible), on State Children’s Health Insurance Plan (SCHIP) (or eligible) Secondary: Mothers of at risk children age three to six on Medicaid (or eligible), on State Children’s Health Insurance Plan (SCHIP) (or eligible)

  4. Public Health Objectives: Prevention (weighted 75%) Mothers have power to impact child’s oral health Oral health begins before birth, is important throughout life Fluoride is key in preventing tooth decay Tooth decay is a preventable infectious disease Do not lay baby down with a bottle Do not share food, drinks or utensils with baby Clean baby’s gums and once baby teeth appear brush using fluoride toothpaste Objectives

  5. Objectives Access (Weighted 25%) visit dentist during pregnancy Get baby to dentist by first tooth or first birthday

  6. Social Marketing Firm -PRR, Inc. Research – University Maryland (SPH) Create Campaign Infrastructure Work Group Advisory Committee Strategic Partnership Council Communication Plan Developed campaign content Developed creative approach Focus groups Campaign name: Healthy Teeth, Healthy Kids Activities to Date

  7. Build a Media Partnership Goal: Create awareness of the importance of oral hygiene and the positive impacts of taking action Strategy: Create a prominent media partner that will work with others to maximize our investment to build greater awareness of the campaign message Media partner will align with local retailers, oral health companies, foundations and community health leaders New “partners” will buy into the campaign Funds leveraged to expand media reach and frequency Outcome: PRR negotiated six week radio and TV and Internet package with WBFF – Fox 45 TV and Radio One – Q92

  8. Pre campaign survey Survey target demographic (400) Provide baseline data on oral health awareness and self reported behaviors Conducted March 2012 Post campaign survey Survey campaign demographic (400) Measures awareness and effectiveness of campaign Measure changes in awareness and self reported behavior Conducted July 2012 Pre and Post Campaign Survey

  9. Campaign Launch Event Friday, March 23 1:00 p.m. National Museum of Dentistry Program A family’s story Overview of campaign Speakers Reception Dental examinations and screenings

  10. Campaign Overview Advertising TV ads Radio ads Transit Ads Direct mail Website Hotline Social media Public relations Community outreach

  11. OHLC Campaign Timeline (March – July 2012)

  12. THANK YOU Maryland Oral Health Literacy Campaign 8.08.11

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