Orthodontics Australia educates the nation on childhood tooth and jaw development in new ‘Let’s Get This Straight’ campaign via Keep Left

The Australian Society of Orthodontists’ consumer-facing brand, Orthodontics Australia, has released a public education campaign via integrated PR and creative agency Keep Left, targeting parents to include an orthodontic visit as a key health milestone for their children.

The “Let’s Get This Straight” campaign aims to associate the milestone of a child losing their first teeth with booking a child’s first orthodontic visit.

It does this through a time-based mnemonic introducing the fictitious character of the Truth Fairy who visits parents once their kids start losing teeth, with the message that once the tooth fairy is in town, it’s time to book a visit to the Truth Fairy – a specialist orthodontist.

Early orthodontic assessment is crucial for children between the ages of 8-10 as it allows the orthodontist to evaluate if they need treatment to mitigate future problems which is more effective while jawbones are still soft and pliable.

The campaign educates through specialist messaging via a social film, radio, programmatic display, social media and native content with a CTA to book an orthodontic assessment or to ‘check-up before they grow up’.

Says Blair Kimber, executive creative director, Keep Left: “All parents know what the tooth fairy is, but there’s a gap in their understanding of what an orthodontist can offer their children at an early age. The subject matter of this campaign allowed us to tap into some playful areas that will resonate with our target audience and begin associating losing teeth with seeing a specialist orthodontist.”

Says Johanna Murray, client services director, Keep Left: “We’ve been working with the Australian Society of Orthodontists for many years – across creative, PR and content – and it’s particularly rewarding to see the results that long-term partnerships and fresh thinking can deliver.

“But ultimately, the success we’ve seen over the long term comes down to truly integrated thinking. Having creative, content and PR work in harmony delivers a multiplier effect for clients, and we’ve seen it time and time again for the ASO.”

Says Marcus Tod, Australian Society of Orthodontists Federal Council Member and practising specialist orthodontist: “This campaign aims to educate parents that appropriate early treatment is an effective interceptive measure that lays the foundation for a healthy and well-functioning mouth in adulthood.”

Agency: Keep Left
General Manager of Creative and Content: Mike Doman
Client Services Director: Johanna Murray
Senior Strategist: Laura Agricola
Junior Planner: Harris Galloway
Executive Creative Director: Blair Kimber
Art Director: Heath Schmidt
Writer: Ruby Gill
Director: Ant Dinham
Digital Design: Giorgia Fichera
Designer: Sam Gann
DOP: Sam Galloway
Producer: Lauren Simpson
Director of Digital and Content: Larissa Thorne
Media Agency: Ryvalmedia
Post-Production Producer: Paige McLaren
Colour Grade: Sam Galloway
VFX Artist: Jake Mitchell
Sound Design & Mix: Visible Studios