Colgate-Palmolive is preparing ‘guerrilla-style’ PR tactics and ‘major sampling activity’ as it seeks to raise awareness among consumers of good oral health habits as part of the forthcoming Oral Health Month.
Oral Health Month, which is being promoted by Colgate’s retained PR agency Starfish Communications, will run throughout September and is taking place for the third time this year.
PR activity includes a ‘comprehensive’ media relations campaign, said Starfish joint managing partner Julien Speed, who added: ‘Good oral care in childhood leads to long-term oral benefits, so it’s a message that needs to be put across to parents and children.’
Sampling activity will aim to educate people on ‘the need to brush your teeth at least twice a day with a fluoride toothpaste and to change your toothbrush every three months’, he said. Last year, activity included roadshows in major UK shopping centres but promotional activity for 2004 will be more targeted and ‘guerrilla-style’, said Speed.
The British Dental Association is backing the campaign, enabling UK dentists to become involved.
A media event will take place in mid-September, to secure coverage in the national and regional press. More editorial and media promotions are planned.
News hooks will be ‘hard-hitting’, said Speed.
Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk. Contact Speed on 020 7323 2121.