1. Maryland’s Oral Health Literacy Campaign A Social Marketing Initiative John Welby, Project Director Office of Oral Health

2. What is an Oral Health Literacy Campaign? Comprehensive communication campaign Reach at risk populations –Primary target: low income families and children Appropriate messaging Increase healthy behaviors Reduce dental (oral) disease Increase access to dental care in Maryland

3. Why is it needed? Tooth decay is the single most common childhood disease nationwide Dental disease continues to increase among children 2 – 5 years of age One third of children entering school will have untreated decay in their primary (baby) teeth Dental disease can cause serious health problems and can affect a child’s well- being and self-esteem

4. First Steps Office of Oral Health – Federal Grant Project Director Social Marketing Firm - PRR, Inc. University of Maryland – School of Public Health Work Group Advisory Committee Communication Plan

5. Our Goals Reduce # of children and adolescents with dental caries (cavities) in their primary or permanent teeth. Reduce # of children, adolescents, and adults with untreated dental decay Increase the amount of children and adults who use the oral health care system

6. Our Audience Public - Children, Parents, Caregivers Dental Community - Dentists, Pediatric Dentists, Other Specialties, Dental Hygienists, Medical Community – PCP, Pediatricians, Family Nurse Practitioners, Physician Assistants, Nurses Other Non-Health Professionals – Social Workers, Case Managers/Case Workers Policymakers/Legislators Program Administrators

7. Our message Variety of messages Depends on audience/media/venue Identifying, defining and focusing Evidence based – content to come from research findings at UMCP(SPH)

8. How Will We Reach Our Audience? Traditional media Non-traditional media Trusted Third Party Advocates –Surround families with messages –Break down real or perceived barriers –Empower communities –Create a sense of ownership

9. The Campaign Campaign Launch – September Multi-faceted – Multi-media approach Sustainability – Build in elements to sustain the campaign – website, call center Evaluation – Various metrics Outcomes – Informed and more empowered decision- making/behavior change leading to: –Increased use of dental health care delivery system –Improved personal preventive oral hygiene/diet behaviors –Improved dental health for children –Continue Maryland’s forward momentum