Pepsodent has for the past couple of years been focused on tackling oral health issues in Nigeria. According to the National Dental Association, NDA, poor public awareness of oral hygiene and available dental services are the major issues affecting dental care in Nigeria.
At least eight(8) out of every ten (10) people in Nigeria lack access to oral health care services. This means more than 150 million of Nigeria’s 193 million population is affected by this issue.
Taking the disparity in oral health care in the country into consideration, Pepsodent’s World Health Day Campaign sought to educate members of the target audience on the importance of adopting healthy oral health habits, improve brand affinity and influence 1 million Nigerian school children to brush day and night with Pepsodent to protect against cavities, stains and bad breath.
To achieve the adoption of these healthy oral practices, the band embarked on a practical and educational campaign through 360-degree communication. A health walk, pop up dental hubs and product activations were some of the activities organised to commemorate 2018 World Oral Health Day. Key stakeholders in Nigeria’s health and oral hygiene industry were also engaged throughout the campaign in order to ensure our messages were well received by communities across the country.
We were tasked to create a media and PR plan to promote good oral health habits, amplify Pepsodent’s key messages and ensure we get maximum eyeballs for the campaign.
Our consumer education campaign ultimately helped in achieving behavioural changes regarding oral health amongst Nigerians and helped reinforce Pepsodent’s position as a brand focused on tackling oral health issues in Nigeria.