Awareness campaign close-up: Dentyl pH backs fresh breath PR

Organisation Dentyl pH Campaign National Fresh Breath Week Date 24 April–1 May Budget Part of retainer

The annual National Fresh Breath Week will launch this Saturday, aiming to boost awareness of oral hygiene and fresh breath.

The awareness campaign is sponsored by mouth-rinse company Dentyl pH, which is using retained agency The SPA Way to handle PR.

SPA Way associate director Sarah Grace said the PR campaign aims to ‘bring the issue of bad breath out into the open’. She added: ‘Halitosis remains one of the last social taboos, with people suffering in silence.’

PR activity for NFBW, which has existed since 2000, the promotion of a ‘self-help’ test at www.freshbreath. co.uk, which allows consumers to tell if they have bad breath.

SPA has also devised a ‘viral email campaign’, sending out the ‘Do I have bad breath?’ test to people in the campaign’s target market of 20 to 45-year-olds.

The email was sent on a Friday morning because ‘mouths are likely to be dehydrated from drinking lots of alcohol on a Thursday night’, said Grace.

Samples of Dentyl pH have been sent to health writers on national, consumer and regional publications.

Regional publications have been targeted for product giveaways, alongside editorial angled around a ‘self-detect, wrist-lick’ test, which tells you if you might have bad breath.

For more details, contact Sarah Grace via 020 7928 2626.

Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk

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