MediaSmiths gets Frank with Australian dentists

Chris Pash
By Chris Pash | 1 July 2021

Independent media agency MediaSmiths has been appointed by the peak national body for dentists, Australian Dental Association (ADA), to promote proper dental care with a new campiagn, Let’s be Frank.

More than half of Australians only brush their teeth once a day and MediaSmiths will help raise the profile of the ADA and its members by encouraging everyone to book an appointment with their dentist for regular check-ups.

MediaSmiths has developed a multichannel campaign including radio, transit, out-of-home digital and social.

The campaign’s focus is to drive awareness and encourage all Australians to look after their health and visit one of the 9,500 ADA member dentists across Australia.

The theme line, Let’s be Frank, was used in a small-scale TV campaign in Melbourne by the ADA Victoria which has been expanded nationally by MediaSmiths to bring Frank, a life-sized tooth, to life.

The campaign leads consumers to the ADA’s national website to click on Find a Dentist for their local ADA dentist.

“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," says MediaSmiths managing director Angela Smith. 

"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."

Australian Dental Association Deputy CEO and general manager, policy and advocacy, Eithne Irvin: “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.”

The Australian Dental Association win follows other new clients at MediaSmiths including Ray White Real Estate Paddington and Woollahra and Odoo.

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