Orthodontics Australia urges a visit to the Truth Fairy via Keep Left
Orthodontics Australia, the consumer-facing brand of the Australian Society of Orthodontists (ASO), has launch a new public education campaign via integrated PR and creative agency Keep Left.
Launched earlier this month, ‘Let’s Get This Straight’ targets parents, encouraging them to include an orthodontic visit as a key health milestone for children, by associating it with the milestone of a child losing their first teeth.
Other assets:
Radio spot 30″: https://www.youtube.com/watch?v=mvXpcpQ9wqs
The campaign introduces the fictitious character of the Truth Fairy, who visits parents one their children start to lose teeth, reminding them that once the tooth fairy is in town, it’s time to book a visit to the Truth Fairy, i.e. a specialist orthodontist.
Rolling out across social video, radio, programmatic display, social media and native content, the campaign messaging includes a call-to-action to book an orthodontic assessment, urging parents to “check-up before they grow up”.
“All parents know what the tooth fairy is, but there’s a gap in their understanding of what an orthodontist can offer their children at an early age,” said Keep Left executive creative director Blair Kimber. “The subject matter of this campaign allowed us to tap into some playful areas that will resonate with our target audience and begin associating losing teeth with seeing a specialist orthodontist.”
Johanna Murray, Keep Left’s client services director added: “We’ve been working with the Australian Society of Orthodontists for many years – across creative, PR and content – and it’s particularly rewarding to see the results that long-term partnerships and fresh thinking can deliver.”
“But ultimately, the success we’ve seen over the long term comes down to truly integrated thinking. Having creative, content and PR work in harmony delivers a multiplier effect for clients, and we’ve seen it time and time again for the ASO.”
“This campaign aims to educate parents that appropriate early treatment is an effective interceptive measure that lays the foundation for a healthy and well-functioning mouth in adulthood,” said Marcus Tod, Australian Society of Orthodontists federal council member and practising specialist orthodontist.
Credits
Client: Orthodontics Australia – by the Australian Society of Orthodontists
Agency: Keep Left
General Manager of Creative and Content: Mike Doman
Client Services Director: Johanna Murray
Senior Strategist: Laura Agricola
Junior Planner: Harris Galloway
Executive Creative Director: Blair Kimber
Art Director: Heath Schmidt
Writer: Ruby Gill
Director: Ant Dinham
Digital Design: Giorgia Fichera
Designer: Sam Gann
DOP: Sam Galloway
Producer: Lauren Simpson
Director of Digital and Content: Larissa Thorne
Media Agency: Ryvalmedia
Post-Production Producer: Paige McLaren
Colour Grade: Sam Galloway
VFX Artist: Jake Mitchell
Sound Design & Mix: Visible Studios
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topics
Australian Society of Orthodontists
Blair Kimber
Johanna Murray
Keep Left
Marcus Tod
Orthodontics Australia
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