The Australian Dental Association introduces Victorians to ‘Frank the Tooth’ in new digital campaign via The Shannon Company
Behaviour change specialists The Shannon Company is taking on one of the community’s most common phobias… fear of the dentist. The digital campaign for the Australian Dental Association Victorian Branch, uses ‘Frank the tooth’ to remind Victorians to ‘Go to the dentist before a sore tooth takes you there.”
TSC managing director Ian Forsyth, said when it comes to health care, many of the most frequently searched phrases relate to our teeth: “Search phrases like tooth pain home remedies, and how to stop toothache, are right up there.
“We’re using a light hearted approach to educate about the importance of regular visits to the dentist, inspire visits through the benefits of on-going care, build capability by making visits easier to do, and trigger the desired behaviour – visiting the dentist.
“Unfortunately many of us have entered ‘The Cycle of Despair’ – we’re not going to the dentist for preventative care, that increases the likelihood of tooth ache, and when it inevitably arrives, we’re looking for home remedies.
“This campaign and associated work are designed to break that cycle.”
According to ADAVB, only 60% of Victorians visited the dentist in the past year.
Client: Australian Dental Association Victorian Branch, Dr Matthew Hopcraft
Creative Agency: The Shannon Company
Creative: Harry Bastin (TSC)
Creative: Jaksen Daddo (TSC)
Strategy: Lily Tidy (TSC)
Client Service: Lauren Nichols (TSC)
Production Company: The Producers
7 Comments
I like it. Simple insight. Simple execution. Obviously small budget, but that’s not their fault.
I agree the idea is OK. But the shots, the grade the whole look are rubbish. And that’s not a budget thing that’s craft.
I love this. For the budget. The difficulty managing the stakeholders (we declined) etc. this is the equivalent of a Grand Prix. Everyone involved should feel very proud of themselves.
Quickly communicates the problem.
Quickly demonstrates what to do to fix it.
Love it.
This is beautifully effective advertising because the strategy driving it mobilises people. It asks all viewers to make a decision. It’s very similar to the open care work: “Doctors that see your true health potential” – suddenly health care becomes something people seek out proactively.
Quick, funny and not over polished or cooked. Exactly how comms should be in today’s fast pace digital environment!
Great campaign!