US – The American Association of Orthodontists (AAO) is taking a stand against unreliable at-home dental products with its Happy Mouth Now campaign.
In a series of parody videos, the association warns customers against do-it-yourself home dental treatments, which have proliferated through tele-dentistry services. The AAO’s flagship video focuses on a woman creating her own mould for a teeth-straightening retainer at home, and the mess and discomfort experienced when not left to the professionals.
By taking an exaggerated and comic approach to its backlash advertising, the AAO hopes to reach a wide audience, having already released the videos through email marketing and social media. ‘We didn’t want this important message to fall on deaf ears with a typical PSA, so we knew we needed to do something truly creative to break through,’ says spokeswoman Brynne Cramer.
While start-ups have been trying to rework dentistry in recent years with novel products and experiences, professional services are stepping in to reaffirm the importance of expertise.