Bringing oral health back to young people’s radar
SMALL BEGINNINGS
Oral Health Day on March 20 provided the perfect hook for the Flemish Institute for Oral Health to highlight an urgent yet underexposed issue: poor oral health among young adults.
Based on new research data, we deliberately chose a sharp, newsworthy angle: young people visit the dentist too infrequently and are surprisingly often affected by tooth decay. Not a patronizing message, but hard facts that speak for themselves.
This PR approach was linked to the launch of a campaign targeting young people aged 18–25. The strategy: create awareness through the media while simultaneously delivering relatable content via platforms where young people are truly active, such as TikTok and Instagram.
Big efforts, big results
The combination of strong data, a clearly defined target audience, and a socially relevant angle generated widespread media coverage.
The story was picked up by national radio news bulletins (MNM, Studio Brussel, Radio 1 and Radio 2), with additional depth provided through interviews on Radio 2 and Joe FM featuring expert Dominique Declerck.
Online and in print, the topic also made headlines with publications in HLN.be, VRT NWS, De Morgen, and Het Laatste Nieuws. But just as importantly, we showed up where the target audience is. Platforms such as TAGMAG and NWS.NWS.NWS ensured strong visibility among young people. In addition, VRT NWS and VTM NIEUWS shared the story via their social channels.
A notable bonus: De Ideale Wereld also picked up on the topic and incorporated the campaign into a sketch. Yes, even the tooth fairy made the news.
The result: a powerful mix of earned media, social buzz, and cultural relevance, putting oral health back on young people’s radar.
LET'S TALK NUMBERS
11.014.333
people reached
€311.448,45
media value generated
X 116
Return On Investment
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