MediaSmiths wins media account for Australian Dental Association
Independent media agency MediaSmiths has added the Australian Dental Association (ADA) to its client list, recently winning the media account and creating a multi-channel campaign.
MediaSmiths was appointed to assist the ADA in promoting its message regarding the importance of proper dental care, as well as raise the profile of the association.
MediaSmiths developed the ADA’s new ‘Let’s Be Frank’ campaign, pushing Australians to look after their health and visit one of 9,500 ADA Member Dentists across the country.
The campaign slogan was originally used in a small-scale TV campaign in Melbourne by ADA Victoria, and MediaSmiths was brought on to expand the campaign nationally, bringing a life-sized tooth named Frank to life. The was produced by the Victorian division of the ADA.
MediaSmiths MD, Angela Smith, reveals the agency approached the ADA to be part of the campaign.
“We approached the Australian Dental Association proactively with some creative ideas after reading a frightening statistic that over 54% of us only brush our teeth once a day,” she said.
“We are absolutely thrilled to be working with the ADA on a campaign that shares such an important message regarding our health.
“Dental health and hygiene need to be a priority for all of us, and through education and reminding the public of this message and where they can find their accredited ADA dentist, we are working on something that will have benefits for all.
“It’s a clever, clear and simple message that can save all of us in the hip pocket and keep us all healthier.
The campaign has now run across radio, transit, out-of-home digital and social.
Australian Dental Association deputy CEO and general manager, policy and advocacy, Eithne Irving, said: “This is one of our first national campaigns outside National Dental Week which is usually in August.
“It was MediaSmiths’ proactivity, creative thinking, and their ability to work closely with us to gain an understanding of what we really needed to achieve for our members.
“The campaign highlights how many of us avoid the dentist and don’t look after our teeth, but if we go regularly, it will save us all money and our health in the long run.”
MediaSmiths’ other recent client wins include Ray White Real Estate Paddington and Woollahra and Odoo.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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Angela Smith
Australian Dental Association
Eithne Irving
media account
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