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dentistryiq.com

Kids' Healthy Mouths

Also: Partnership for Healthy Mouths, Healthy Lives

First national children's oral health PSA campaign, launched August 14, 2012 by the Ad Council and the Partnership for Healthy Mouths, Healthy Lives (a coalition of 35+ dental organizations led by the Dental Trade Alliance). It urges parents and caregivers, especially low-income families, to have kids brush for two minutes, twice a day.

Years
2012
Country
United States
Budget
A 2012 note put the "hard cost of the three-year campaign" at approximately $3 million, with media donated.
Topic
Oral health
Asks people to
Start
Strategy
MascotSimple instruction
Channel
OutdoorPrintRadioSocial (paid)TV
Audience
Parents
Parents and caregivers of young children, especially low-income families; English and Spanish.

Evidence

NoneUnknown

Sponsor (who paid)

  • Ad Council Ad Council (pro bono), campaign producer
  • Partnership for Healthy Mouths, Healthy Lives (coalition led by the Dental Trade Alliance) Industry, partner/sponsor

Credits (who made it)

Sources

  1. Coalition of More Than 35 Leading Dental Organizations Joins Ad Council to Launch First Campaign on Children's Oral Health (Dentaltown) news · 2012
  2. Ad Council launches landmark kids' oral health campaign (DrBicuspid) news · 2012
  3. An update on the Partnership for Healthy Mouths, Healthy Lives campaign (DentistryIQ) news

Research notes

Topic: oral health has no taxonomy value; tagged infectious-disease (tooth decay) as closest; an 'oral-health' value is needed. The launch release says the PSAs stress 'brushing for 2 minutes twice a day' (the '2min2x' shorthand itself was not seen). Credits checked 2026-10-22 against fetched pages: Grey Group and Wing (Ad Council release of 14 Aug 2012 on Dentaltown: 'Created pro bono by ad agencies Grey Group and Wing in New York'; English and Spanish PSAs). Corrected 2026-10-22: Wing role changed from multicultural to creative; the release does not say which agency made the Spanish-language work. Partners included Sesame Street, DreamWorks Animation, Cartoon Network and MyKazoo!. endYear unknown. Links (#82) checked 2026-10-23: Ad Council pages from the Wayback Machine (adcouncil.org's old campaign pages), the Our History timeline or its case studies; dead campaign sites point to a Wayback copy from the campaign years.

Record cases/kids-healthy-mouths.json, updated 2026-10-23· Link to this campaign