The British Society of Periodontology (BSP) is trying to promote awareness of gum disease with its new “How’s Your Smile” campaign. The ad campaign was designed to highlight how gum disease can dramatically undermine your appearance.
“Shampoo Commercial” Aesthetic
BSP decided the best way to reach people was with a multimedia approach. The main thrust of the campaign was a series of videos. These videos were described by PR Week as parodying the “shampoo commercial” aesthetic. In one video, a young, attractive woman musses her luxuriant hair, then, slowly, reveals her smile, which is not only deeply yellowed, it’s missing a tooth and every other tooth is impacted by receding gums. Another commercial looks like it’s for shaving products. A rugged young man looks into the camera as if he is about to start shaving, and then he smiles, revealing his teeth ravaged by gum disease.
The commercials end with a list of signs of gum disease, including:
These videos proved to be very successful. Overall, they were seen by 4.5 million people, including 2.5 million people reached with unpaid distribution. In addition, the BSP’s Facebook page tripled its “likes” during the campaign, from 3000 to 9000.
A less successful part of the campaign was the use of 100,000 “mouth cards.” These small cardboard squares would fit around a person’s nose and hang over their mouth. On the card was printed a smile damaged by gum disease.
People were encouraged to use these cards to take a “mouthie”–a picture of themselves with the card on–in different places. Only 400 of these images were shared across the major platforms of Twitter, Facebook, and Instagram.
Preserve Your Smile
Gum disease is the leading threat to your smile. About half of all American adults have some degree of gum disease. Gum disease is the leading cause of tooth loss, and it’s important to make sure you maintain the health of your gums. Seeing the dentist regularly and getting gum disease treated is the way to protect your smile.
But what can you do if your smile has already been damaged by gum disease? If you have receding gums, we can restore your gums to a healthy position on your teeth, covering up unattractive cementum and helping to reduce tooth sensitivity.
Then you’ll be able to share your smile with confidence and not worry that people will recoil at your smile as they do at these commercials.