Open Wide Step Inside

by The Creative Engagement Group Client: Wrigley Foundation & Well Connected

An educational campaign to encourage children to look after their teeth.

The challenge

Annually, £35 million is spent by the NHS on admitting children to hospital for tooth extractions. The challenge was to produce a story-led campaign to engage 4-7 year olds and deliver a simple message on brushing your teeth twice a day and going to the Dentist regularly, in an engaging way.

Our solution

Geoffrey the Giant’ lives in Toothypeg Land, but never brushes his teeth or goes to the Dentist. With the help of friends including the faithful ‘Milly the Mouse,’ the ssssophisticated ‘Stephanie the Snake’ and the magical ‘Daisy the Dentist,’ Geoffrey learns the importance of looking after his teeth. Borrowing entertainment techniques from children’s television, a fun animation with an interactive element to make sure children had taken in the information. Fact cards, workbooks, a book and stickers reinforce the message in the classroom and at home.