Healthcare: Awareness Campaign Close-up - Oraldent focuses on gum advice

Organisation: Oraldent

Campaign: Gum Disease Awareness Week

PR team: hsd communications

Budget: Part of retainer

Date: 21-27 February

Oraldent is preparing to launch its second annual campaign to highlight the prevalence of gum disease in the UK - and to encourage people to take better care of their gums by buying its Gengigel treatments, such as gel and mouth-rinse. The theme of its 2005 awareness week is 'Prevention is better than cure', with PR work targeting people more susceptible to gum disease, such as pregnant women, teenagers, people with diabetes and smokers.

The campaign, by hsd communications, also includes the promotion of the 'Gum Disease Information Bureau' (GDIB), which hsd itself staffs and which also provides advice by dental health experts.

Factsheets aimed at the different groups of sufferers will be launched, while hsd has also put information for journalists on a password-protected section of the GDIB website www. gumdiseaseinfo.co.uk.

Hsd is seeking to get dental health experts on radio phone-in shows during the week. It also wants other dental companies that do not compete directly with Oraldent to become co-sponsors.

Gum disease is a bacterial infection that affects the gums and the bone that supports the teeth.

For further information contact hsd associate director Cerys Evans on 01923 777277.

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

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