This example highlights KCI’s expertise in understanding the Northern market (youth and young adults) and writing compelling key messages that foster awareness of oral health as an essential component of overall health and enhance knowledge of good oral health behaviour. Kellett delivered a social marketing campaign to address specific incorrect assumptions about oral health through research and input from NWT dental experts. With the findings of the research, KCI developed a social marketing plan and creative assets implemented in social media, mass-media, and print media.
The Oral Health Social Marketing Campaign will help the Government of the Northwest Territories (GNWT) through the Department of Health and Social Services (DHSS) raise awareness about and encourage the practice of good oral health. Based on the NWT Oral Health Action Plan and its goal of reducing tooth decay, tooth loss and chronic pain among NWT residents, this project will focus on three objectives from the plan: to foster awareness about oral health as an essential part of overall health; enhance knowledge of good oral health behaviours; and to reduce oral health risk factors. The target audience for the project is the whole population of NWT, with segmented audiences (children, youth, adults, pre/postnatal mothers and caregivers and Elders).
Results and Approach
This example highlights Kellet’s expertise in understanding the Northern market and writing compelling key messages that foster awareness of oral health as an essential component of overall health and Enhance knowledge of good oral health behaviour. Kellett delivered a social marketing and communications campaign to address specific incorrect assumptions about oral health through research and input from NWT dental experts. With the findings of the research, Kellett developed a social marketing and communications plan and creative assets that are implemented in social media, mass-media, and print media.
Speak The Tooth is a multi-media marketing campaign to increase knowledge and help change behaviour related to oral health in the NWT. The campaign is designed to support the Government of Northwest Territories in promoting oral health and complementing its recent Oral Health Action Plan.
Research shows that children and youth are most affected by poor oral health – during their childhood and often into adulthood with profound consequences for their overall health. In recognition of this issue, the campaign will focus on people in NWT who are in a position to influence the oral health care of young people—including infants and newborns—now and in the future. In consultations held to inform this plan, participants identified positive messages and understanding why oral health matters are more likely to influence behaviour than simply telling people what to do. 1
Accordingly, the campaign used positive messages and focused on why people will want to follow good oral health to help them see the benefits, not simply give information about what to do.
The objectives therein will target those living in the Northwest Territories of whom 50.7% identify as Indigenous (2016 Census). With more than 13,000 people identifying as First Nations, 4,000 as Inuit and more than 3,000 Metis, Indigenous people will be a large part of our target audience. As a result, it will be crucial for this plan and subsequent campaigns to resonate with Indigenous viewers in an appropriate and safe way.