Healthcare: Youngsters get their teeth into video

NHS Northamptonshire hired video production firm ST16 to help increase the number of 18- to 24-year-olds using its dental services.

Youngsters: get their teeth into video
Youngsters: get their teeth into video

Campaign NHS Dentist Viral
Client NHS Northamptonshire
PR team In-house and ST16
Timescale December 2010-April 2011
Budget £15,000

  • To increase the number of young adults using NHS check-up dental services.

Strategy and plan

ST16 created a video to demonstrate that visiting the dentist would make someone more attractive. It filmed a 'sexy vampire' being rejected by a pretty girl because he had bad breath. The video was seeded on Facebook, Twitter and YouTube.

Measurements and evaluation

The campaign was covered in the Daily Mail, the Daily Mirror and The Daily Telegraph, while the Metro ran a feature on page five. The campaign also generated local media coverage and international coverage including in France and Taiwan.


The video was viewed 150,000 times during the first two weeks and achieved a number two entry in The Guardian's viral video chart. NHS Northamptonshire's Facebook group added 500 new friends and there was a 52 per cent month-on-month increase among 18- to 24-year-olds attending dentists in Northamptonshire following the viral launch. NHS Portsmouth decided to use the video for its own dentistry campaigns.

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