Design, Implementation, and Evaluation of New York City Early Childhood Caries Health Promotion Campaign, 2013

Background: Childhood caries, though preventable, is the most prevalent chronic childhood disease. New York City’s (NYC) Health Department launched a 3-month campaign to improve the public’s knowledge of caries causing behaviors, underscoring the importance of self-care and preventive factors for childhood caries.

Methods: Primary and secondary research identified high prevalence of modifiable risk factors for caries in NYC. Based on this data, print advertisements with key messages, reinforcing images and sources for additional information were developed and tested with focus groups. The ads were placed in NYC subway cars and local newspapers. Additionally, fact sheets and posters with campaign messages were distributed through targeted channels.  Campaign effectiveness was evaluated via changes in 311 call volume and NYC Health Department webpage views for oral health 3 months pre- and post-campaign and an online survey weighted to be representative of the target population of NYC current and prospective parents.

Results:  A total of 183 million impressions were estimated for the subway campaign. An increase in 311 calls (339%) and webpage views (21.5%) for oral health were observed. The online survey included 421 adults. When prompted with advertisement images, 45% (n=189) recalled one or more advertisements. Among those who recalled an ad, 28% took their child to the dentist,   30% gave fewer sugary snacks to their child, 24% stopped putting the child’s pacifier in their own mouth, and 20% stopped giving their child a bottle at bedtime.

Discussion: This campaign appeared to be effective, reaching many people, increasing awareness and decreasing caries-causing behaviors.