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Maryland’s Oral Health Literacy Campaign. A Social Marketing Initiative John Welby, Project Director Office of Oral Health. What is an Oral Health Literacy Campaign?. Comprehensive communication campaign Reach at risk populations Primary target: low income families and children

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maryland s oral health literacy campaign

Maryland’s Oral Health Literacy Campaign

A Social Marketing Initiative

John Welby, Project Director

Office of Oral Health

what is an oral health literacy campaign
What is an Oral Health Literacy Campaign?
  • Comprehensive communication campaign
  • Reach at risk populations
    • Primary target: low income families andchildren
  • Appropriate messaging
  • Increase healthy behaviors
  • Reduce dental (oral) disease
  • Increase access to dental care in Maryland
why is it needed
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
first steps
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
our goals
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
our audience
Our Audience
  • Public -Children, Parents, Caregivers
  • Dental Community -Dentists, Pediatric Dentists, Other Specialties,Dental Hygienists,
  • Medical Community – PCP, Pediatricians, FamilyNurse Practitioners, Physician Assistants,Nurses
  • Other Non-Health Professionals – Social Workers, Case Managers/Case Workers
  • Policymakers/Legislators
  • Program Administrators
our message
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)
how will we reach our audience
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
the campaign
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