BC Dental Association begins new campaign
The British Columbia Dental Association, in conjunction with ActNowBC, has released a new television commercial intended to raise awareness of tooth decay in infants and children. The 30-second ad consists of scenes of things that can frighten children, including barking dogs and storms. The ad ends with a voiceover saying, “Every child has fears. Smiling shouldn’t be one of them. The pain of tooth decay can begin as early as age one. Learn to prevent it at kidsmiles.ca.” The commercial, the second created for the association by Wasserman & Partners of Vancouver, will run in the province from Oct. 4 to Dec. 24. “Our challenge this year was to take the campaign to the next level and explain the consequences of tooth decay, which extend beyond the physical pain and into the emotional pain,” said Darren Warner, the agency’s creative director.