Listerine + Hunter PR
MEDIA CAMPAIGN: World Oral Health Day
The brief was to create a newsworthy story for World Oral Health Day — to highlight common dental issues and communicate the importance of healthy routines.
Getting to the root of oral health
01
Our approach
We conducted an online study of 2,000 Americans to learn more about their habits when it comes to oral hygiene. As well as revealing their cleaning routines, respondents were also asked about any health problems they have encountered with their teeth.
02
The story
Our research uncovered some troublesome behaviors which formed the basis of the data-led news story, and this headline: Americans admit to forgetting to brush their teeth five times per week.
Also revealed was the fact that many Americans skip out on the floss and mouthwash four days each week. Yet, despite their forgetful nature, 92% believe that their oral care routine is important to their overall health, and 51% believe that oral hygiene is so important that they’d speak to a loved one if they noticed they had poor oral care habits or bad breath.
03
The message
A quote from a dentist, provided by the brand helped to reinforce key messaging about oral health, “While it’s promising to see that people are keeping dental health top of mind, as a dentist, I encourage more commitment to maintaining each of the critical steps of the oral hygiene routine — all of which are crucial to healthy teeth and gums,” said Dr. Marie M. Jackson, dentist and Listerine Clinical Solutions partner. “Brushing, flossing, and rinsing with mouthwash twice a day, every day really are our best tools when it comes to fighting and preventing common oral health issues.”
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.