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Ad Council

Ad Council Partnership for Healthy Mouths Healthy Lives
We know advertising can make your child want to see the latest movie or buy the newest video game but did you know it can also inspire healthy behavior?

It’s true. Thanks to the Ad Council’s Kids’ Healthy Mouths campaign, parents are reporting that more than ever, their children are brushing their teeth for two minutes, twice a day.

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Since launching in August 2012, more than 1.3 million visitors have been to the campaign website, 2min2x.org, which offers a collection of free, two-minute videos—featuring notable characters from children’s shows and networks, including Sesame Street and the Cartoon Network—that kids can watch while brushing.
The campaign has also received tremendous media exposure through widespread TV, radio, print, outdoor and digital public service advertisements that air in both English and Spanish. The PSAs were designed to prevent tooth decay by motivating parents to remind their kids to brush two minutes, twice a day to avoid oral pain in the future. To date, media outlets have donated more than $33 million in free ad time and space.

No time to watch a video?


Sign up for the Ad Council's new text message program. Parents can subscribe by texting “BRUSH” to 30364 or by visiting the homepage of 2min2x.org. In the upcoming months, the campaign will launch a new mobile game app for kids and their parents and a new national in-school oral health education program that aims to reach lower income and minority children and their families.

“We are extremely pleased with these results and with the overall impact of the campaign. Many dental problems can be avoided through simple changes in routines, and we’re seeing now how receptive Americans are to this message,” said Gary Price, secretary and CEO of the Dental Trade Alliance Foundation. “Through our collective efforts together with the Ad Council, we have become the foremost voice on the issue of improving children’s oral health nationwide.”

According to a study administered by the Ad Council:
  • More than 50 percent of parents surveyed have seen or heard the new Kids’ Healthy Mouths PSAs.
  • Significantly more parents in 2013 report that their child brushes at least twice a day compared to before the campaign launched (55 percent of English-speaking parents in 2013, up from 48 percent in 2012, and 77 percent of Spanish-speaking parents in 2013, up from 69 percent in 2012).
  • Parents in 2013 were also more likely to report their child brushes for at least two minutes each time (64 percent of English-speaking parents in 2013, up from 60 percent in 2012, and 77 percent of Spanish-speaking parents in 2013, up from 69 percent in 2012).
  • An increased number of English and Spanish-speaking parents report being “good” or “very good” at making sure their child brushes at least twice a day (65 percent of English-speaking parents in 2013, up from 60 percent in 2012, and 77 percent of Spanish-speaking parents in 2013, up from 73 percent in 2012) for two minutes each time (58 percent of English-speaking parents in 2013, up from 53 percent in 2012, and 79 percent of Spanish-speaking parents in 2013, up from 75 percent in 2012).
The American Dental Association is one of 36 organizations taking part in the Kids Healthy Mouths campaign as part of The Partnership for Healthy Mouths, Healthy Lives—a collation of recognized as experts in the field of oral health working together to help you take action and teach your children the importance of good oral health.