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Maryland Oral Health Literacy

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Maryland Oral Health Literacy Social Marketing Campaign Office of Oral Health Maryland Dental Action Coalition Baltimore, MD John Welby, MS, Project Director – PowerPoint PPT presentation

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Title: Maryland Oral Health Literacy


1
Maryland Oral Health Literacy Social Marketing
Campaign Office of Oral Health Maryland Dental
Action Coalition Baltimore, MD John Welby, MS,
Project Director 10.14.11
2
Why is an Oral Health Literacy Campaign Needed?
  • Most common disease among US children
  • Impacts 2 out of every 5 children by
    kindergarten
  • 52 million school hours lost annually
  • Low income have 5X the number of untreated caries
  • Has caused DEATH
  • Almost 100 preventable
  • Poor oral health literacy is the root of the
    problem

3
Our Vision
  • Reach at risk populations
  • Appropriate messaging
  • Increase healthy behaviors
  • Reduce dental (oral) disease
  • Increase access to dental care in Maryland

4
Program Parameters
  • Program Duration
  • 18 months - ending July 31, 2012
  • Budget
  • 1.2 million federal grant
  • 860, 000 for campaign

5
PRR, Inc.
PRR, Inc.
Integrated communications firm specializing in
social marketing
6
Research Methodology
  • Telephone survey 803 adults age 18 with a
    child 6 or younger
  • 2. Four focus groups 18 w/child 6 or younger,
    pregnant women

7
Key Research Findings
  • Limited knowledge about how to prevent tooth
    decay.
  • Lowest understanding among those with lower
    education, no dental insurance, or on Medicaid.

8
Key Research Findings
  • Do not know what to ask their providers
  • Primarily rely on family members for information
  • Buy the cheapest toothpaste with no regard to
    fluoride
  • Believe primary (baby) teeth are not important.

9
Created Infrastructure
  • Work Group
  • Advisory Committee
  • Strategic Partnership Council

10
Target Audiences
  • Target Audiences
  • Primary
  • Pregnant woman and Mothers of at-risk infants
    and children up to age three on Medicaid (or
    eligible), on State Childrens Health Insurance
    Plan (SCHIP) (or eligible)
  • Secondary
  • Mothers of at-risk children age three
    to six on Medicaid (or
    eligible), on State Childrens Health
    Insurance Plan (SCHIP) (or eligible)

11
Objectives
  • Public Health Objectives 1. Prevention (Weighted
    70)
  • Understanding and action
  • Mothers have power to impact childs oral health
  • Oral health begins before birth, is important
    throughout life
  • Fluoride is key in preventing tooth decay
  • Tooth decay is preventable infectious disease
  • Do not lay baby down with a bottle
  • Do not share food, drinks or utensils with baby
  • Clean babys gums and once baby teeth appear
    brush using fluoride toothpaste

12
Objectives
  • 2. Access (Weighted 30)
  • Visit dentist during pregnancy
  • Get baby to dentist or Early Periodic Screening
    Diagnostic Treatment (EPSDT) by first tooth or
    first birthday

13
Communications Plan Six Strategies
  1. Define and promote a call to action
  2. Create a favorable environment and sense of
    urgency
  3. Reach mothers during critical milestones
  4. Develop an oral health kit
  5. Evaluate campaign effectiveness
  6. Provide a foundation for future work

14
THANK YOU Maryland Oral Health Literacy
Campaign 8.08.11
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