KEEP YOUR TEETH
Dentists everywhere face a major challenge: only 16% of Canadians floss their teeth every day. Floss-delinquent adults are typically already aware of the benefits of flossing, and may feel ashamed of their failure to comply. For this reason, this print and social media campaign for the Canadian Dental Association needed to be lighthearted and fun, without any trace of shaming.
Targeted at older millenials, the Keep Your Teeth is funny, contemporary, and slightly disturbing. Social media users can share the flossing message through humourous altered images of their friends and of celebrities. More traditional, positively framed print ads and branded floss packages round out the campaign concept.