Want a Healthy Body? Start with a Healthy Mouth

The MDA’s Latest TV Commercials

After nearly a year of careful planning by the MDA Committee on Public Relations and MDA staff members, the Michigan Dental Association’s popular public education campaign continues with its latest television commercials now airing statewide.

The new commercials, consistent with those aired over the past years, remind the public in an engaging manner that “a healthy body starts with a healthy mouth.”

Key Campaign Message Objectives

Research conducted by the independent research firm Stander and Associates, based in St. Clair Shores, showed the previous TV ad campaign has been successful in increasing public awareness of the link between oral health and overall health. However, after a three-year run, it was time to freshen the campaign to reinforce the message and engage new people.

“Research results and input from members of the PR Committee validated that the message — Want a Healthy Body? Start with a Healthy Mouth — resonates with the public and individual patients and is still viable and important,” said Jim Michelson, chairman of Simons Michelson Zieve (SMZ). SMZ, the advertising agency that worked with the PR Committee and MDA staff members to produce the commercials, has been the MDA’s agency of record for seven years.

In light of the findings, these key messages became the basis for the latest TV commercials:

  •  oral health is linked to overall health;
  • oral health is primary care;
  • ongoing, preventive dental care is key to good oral health and consequently good overall health; and
  • an MDA dentist can be the first to find oral symptoms related to problems in other areas of the body.

“We know that keeping this message top of mind with consumers is particularly important for the MDA in Michigan’s troubled economy, where some patients are more apt to put off the expense of a dental appointment,” said Michelson.

In addition to key messages, the MDA Committee on Public Relations and agency considered the most desirable tone and manner for the commercials. All agreed that because dentistry is not a subject most of the public thinks about on a daily basis (and which some actually find frightening), it would be best to keep the tone positive and upbeat, instead of scary or threatening.

After discussing the different concepts, the committee chose one that uses a sound effect to grab the viewer’s attention and convey the fact that your mouth might be trying to tell you something. In the new spots, the TV characters open their mouths to speak, but an alarm sounds — in other words, “sounding the alarm” about the link between oral health and overall health in a way that would make people think twice before putting off their next dental appointment.

“The MDA PR Committee takes its role very seriously, because the end result is a high-profile message to the public,” said Dr. Curles Colbert Jr., the MDA’s PR committee chair. “In effect, the commercials are the greatest opportunity we have as an association to make a statement to the public about who we are and what we stand for as Michigan’s official source of oral health care.”

The PR Committee is comprised of a dedicated group of MDA member volunteers, including Dr. Colbert, Dr. Lisa Christy, Dr. David Harkema, Dr. Murray Malinoski Jr., Dr. Keith Bever, and consultants including Dr. Dennis Laurich, Dr. Amy DeYoung, and dental students Jessica Patchak and Elizabeth Ann Irish.

The MDA will commission research at a later date to make sure the commercials are achieving the established objectives. Meanwhile, MDA members are encouraged to utilize the “Want a Healthy Body? Start with a Healthy Mouth” in-office materials and talk to their patients about the importance of regular check-ups for health-related reasons. These materials may be purchased by visiting the MDA Web Store or by calling (800) 589-2632.

A Strong Media Buy

The commercials began airing throughout Michigan in late 2007. Each MDA component receives equal media coverage, whether members are in a big city like Detroit or a smaller city like St. Johns. The media buy even includes television in South Bend, Ind., and cable television in parts of the Upper Peninsula and the extreme southwestern portion of the state. The commercials will run for two to three weeks per quarter throughout 2008.

The MDA’s target market is women age 25–54. Research indicates that this group makes the majority of dental appointments for families. The MDA ads will run on such morning shows as the Today Show and Good Morning America; such daytime programming as Regis & Kelly and Oprah; plus local evening news shows and those designated as “prime access,” such as Entertainment Tonight and Access Hollywood.

Cable programming includes CNBC, CNN, E!, ESPN, USA, The Weather Channel, TNT and A&E. Sample programming includes Law and Order, Cold Case, Larry King and Anderson Cooper.

SMZ has also negotiated added-value promotional features to boost the impact of the media buy. These include sponsoring health-related shows and programming such as traffic and weather reports to further associate the MDA name with health awareness and other useful information for the public.

To sum up, MDA members can be confident that the people of Michigan will again be getting the message their mouth may be trying to tell them. And that message is: If you want a healthy body, start with a healthy mouth! G

See the MDA’s two new ads online! Visit www.smilemichigan.com and enter the Consumer section.

 

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