Public health campaigns often face the challenge of delivering important health information without overwhelming or boring their audience—especially when the target is children! At Fraser Communications, we understand that the key to successful public health messaging lies in making it engaging, memorable, and accessible. Through our research and behavioral psychology approach, we uncover what truly resonates with audiences.

A great example of this approach is our campaign aimed at improving children’s dental care awareness, developed in partnership with the Los Angeles County Department of Public Health. By combining creative animation with scientific insight, we created a campaign that was not only effective but fun!

If you're looking to create an impactful public health campaign of your own, we invite you to contact us for a consultation.

Project Overview

Recognizing that many parents are unaware of how early they should begin caring for their children’s teeth, we knew that simply presenting the facts wouldn’t be enough. Our focus groups and research revealed that the most effective way to communicate dental care information to both kids and parents was through animation. In fact, we found that animated characters and stories were more memorable and motivating than having the information delivered by dental professionals themselves.

Thus, the Mouth Monsters were born—three charming characters, each representing a critical stage in early dental care. By personifying dental hygiene, we made the information relatable and engaging, fostering emotional connections with our audience. The campaign reached parents and children across multiple media platforms, including TV, radio, print, and pediatricians' offices, ensuring the message made its way into their daily lives.

Creative Strategy

To make our children’s dental care campaign both memorable and impactful, we outlined a creative strategy rooted in behavioral psychology, ensuring that the message resonated emotionally and prompted action. Our approach included:

• Character Development: The three original Mouth Monsters—Gumster, Brushter, Toothster, and Mo—were crafted to symbolize the stages of early dental care, each with unique personalities and stories. This personification of dental stages made the information relatable and easy for children to understand, giving them a fun way to remember important dental habits.
• Musical Integration: Our research showed that music enhances recall, so we set the dental care instructions to catchy tunes that children could sing along to. This approach reinforced key messages, making dental care fun and easy to remember.
• Expansion with Purpose: As children grow, so do their dental care needs. To address this, we introduced a fourth character focused on the importance of sealants for molars in children aged 6 and older. This ensured the campaign evolved with the audience, providing relevant and timely information.
• Multimedia Approach: We didn’t stop at animation. To maximize reach, we blended TV spots, radio spots, engaging print materials, outdoor advertising, and even apparel. Each medium was carefully chosen to reach children and parents where they are, from waiting rooms to social media.

Our thoughtful mix of characters, music, and media allowed us to reach children and parents at multiple touchpoints, ensuring that our dental care message was both fun and effective. By combining behavioral psychology insights with creative storytelling, we were able to create a campaign that stuck with families long after they encountered it.

Testimonial from the Client

Rachel A. Tyree, the Communications Director at the Los Angeles County Department of Public Health, praised the campaign: “We truly appreciate the creativity, dedication to perfection, and all the great counsel that Fraser provides. Fraser gets emotions and how to change behavior.”

Conclusion

Fraser Communications is not just about creating ads; we specialize in sparking behavioral change through emotional connectivity and creative storytelling, backed by research. Our Mouth Monsters campaign exemplifies how public health agencies can transcend traditional informational approaches to create something that truly resonates with both children and adults. By leveraging behavioral psychology, we ensure our campaigns aren’t just seen—they drive action.

If you’re a public health agency looking to create an impactful and memorable campaign, let’s connect! Together, we can craft messages that not only inform but inspire and engage your community.