The ongoing effort, which launched February 12, focuses on providing a unified message to parents, healthcare professionals, and media about proper oral care for children, said Laura Brinker, external relations manager for Oral-B. Publicis PR, AOR for Oral-B, is providing support.
Oral-B makes oral care products for children, but has targeted its educational campaigns in the past at children in first grade or older, added Brinker. The brand makes products for children as young as four months.
Educational materials including a newsletter for healthcare professionals and brochures for parents were distributed to pediatrician offices in the US. Additional tips for oral care were updated on the Oral-B Web site.
“Moms have always been our target,” said Brinker. “We want to focus on educating moms … Given our knowledge, we want to find the right time to reach her.”
Information – videos, photos, advice – from a mommy blogger roundtable scheduled for February 21 will be passed along to other online media outlets, said Elise Titan, SVP at Publicis and North American account director for Oral-B.
“We want to see how and where moms are seeking information,” said Brinker. The campaign will include a word-of-mouth program that will provide 2,000 moms with products, coupons for friends and family, and then ask them to share feedback with Oral-B.
The brand also participated in two events prior to the launch of the campaign.
Oral-B, along with other P&G brands, held an event in New York in October 2008 for long-lead publications. Oral-B also sponsored a children's oral health summit in November 2008, after awarding a grant to the American Academy of Pediatrics (AAP) to host the event.
A spokesperson, pediatrician and parenting author Dr. Laura Jana, was brought on to “help bring the issue closer to home,” said Brinker. Jana helped develop the oral care tips that Oral-B is providing to parents and pediatricians.
Budget was not available, but Brinker called the campaign a “significant out-of-store program” for Oral-B.