Pat's pick for fascinating read: Nudge, by Thaler and Sunstein. It's all about choice architecture, or the research of how individuals' decisions are affected by the framing of the choice. We use less electricity if our utility bill shows us how our usage ranks relative to our neighbors. We eat more popcorn from a big bowl than a small bowl. We will choose surgery if told we have a 90% chance of survival; we will reject it if told we have a 10% chance of being killed.
Background:
This three-year contract, funded in part by a grant from The Robert Wood Johnson Foundation (RWJF), included formative research, both qualitative and quantitative, with emotionally-sensitive populations and a multi-media public education communications plan designed to increase awareness and use of oral health services among participants in Vermont's state-funded insurance program for children, Dr. Dynasaur. Lack of knowledge about the importance of preventive care combined with multiple barriers, such as covered services and transportation, required a motivating, focused call-to-action for the lower-income target audience. We worked closely with VDH staff and an Advisory Committee of dentists, hygienists, professional societies, and additional VDH staff members to develop new creative materials for the campaign. These were used in combination with pre-existing educational tools developed by VDH. The campaign employed a variety of communication vehicles from print materials to paid media buys and free community events with the target audience.
Early campaign planning and success led to additional RWJF funding and ultimately we developed a resource toolkit and case study to aid in model replication for other RWJF grantees. Campaign results included heavy website use, events so successful they continue to be replicated, and increased dental utilization for Dr. Dynasaur in multiple Vermont counties.
Target Audience:
Lower-income parents, minority, teen and special needs populations
Materials developed:
Social marketing plan
Campaign identifier
Campaign website
TV, radio and print ads
Brochure for parents, dentists and office staff
Brochure for pregnant women
K-6 Flyer for parents
Teen poster and giveaway
Fact sheets
Organized free community events
Promotional items
Impact:
Post-campaign survey results suggested that the greater exposure a parent or guardian had to the Smile Vermont campaign, the greater the likelihood they would respond correctly to the five knowledge questions about basic preventive oral health practices.
Since the baseline year of 2003, the percent of Medicaid-enrolled children receiving dental services increased three percent. The average county increase was also three percent.
TV Ad promoting Dr. Dynosaur and regular checkups
TV Ad featuring the Tooth Fairy, promoting Dr. Dynosaur and regular checkups
