The rates of tooth decay among children was an escalating problem in some Māori and Pasifika communities. Reaching their parents was challenging because of their feelings towards Government health messages.
We knew who they would listen to: the Tooth Fairy, especially when she’s a bit on the staunch side. With our spokes-fairy in place, we targeted parents and kids.
We found a new, humerous way to reach parents who were resistant to Government health messages, which really benefitted their children’s dental health.
With the right message, targeted precisely, we managed to get 35% of our target audience to change their behaviour towards their child’s dental health. What’s more, 23% were brushing properly, just like the Tooth Fairy said.
