New campaign aimed at educating the public while giving them more to smile about

ST. LOUIS, Feb. 14, 2012 /PRNewswire/ -- Adults have never been more interested in improving their smiles, and the American Association of Orthodontists (AAO), a professional organization that represents 95 percent of orthodontists in the U.S. and Canada, today announced the multi-million dollar campaign aimed at educating the public about orthodontists' unique qualifications. The campaign includes television commercials, magazine ads and a sleek new, consumer-facing website, MyLifeMySmile.org.

"This is an exciting initiative for the AAO, as we tackle the consumer misconception that orthodontists are the folks who simply put braces on teeth," said Michael B. Rogers, DDS, president of the American Association of Orthodontists.  "We want the public to know that, as highly educated specialists, our work with patients of all ages starts with the alignment of teeth and jaws for good function and good oral health.  Oral health and general health are intertwined.  Ultimately, our work in creating the outward sign of good health, a beautiful smile, sets the stage for our patients' overall health and well-being.  That's our message in this campaign."

Created by New York-based Athorn, Clark & Partners, the "My Life, My Smile(SM)" campaign is designed to meet the AAO's goals by: targeting the adult market; maintaining outreach to parents of children and teens that currently account for 80 percent of patients; heralding the specialist training and two to three years' additional education required to become an orthodontist; and reaffirming the AAO's role as a primary source of information on orthodontics and oral health.  The AAO is also embarking on a national consumer-focused public relations campaign to further its educational efforts, which will be overseen by the New York office of Finn Partners.

Committed to putting a new, contemporary face on today's orthodontist, the print and some of the new online advertising will incorporate quick response codes that will enable those with smart phones to be driven to the MyLifeMySmile.org website, which will permanently replace the AAO's Braces.org site. 

"Working with the AAO, its Council on Communications, and its Board of Trustees, and learning about today's patients has been a tremendous experience," said George Clark of Athorn, Clark & Partners.  "We've found that consumers know they need to go to a specialist for their hearts, their knees, their backs, and their brains; yet they overlook these highly trained experts on oral health -- the orthodontists.  The new 'My Life, My Smile, My Orthodontist' campaign really drives home the message that orthodontists care about your health and your smile."

Versions of ad materials will be developed for individual members or groups of AAO members to use to promote their practices.

About the American Association of Orthodontists: Founded in 1900, the American Association of Orthodontists (AAO) is the world's oldest and largest dental specialty organization.  It represents more than 17,000 orthodontist members throughout the United States, Canada and abroad.  The Association encourages and sponsors key research to enable its members to provide the highest quality of care to patients, and is committed to educating the public about the need for, and benefits of, orthodontic treatment.

Orthodontists are uniquely qualified specialists who diagnose, prevent and treat dental and facial irregularities to correctly align teeth and jaws.  After graduating from dental school and then completing the required two to three years of specialized education in an accredited orthodontic residency program, orthodontists are eligible for membership in the AAO.

For more information about orthodontics or to find AAO member orthodontists in your area, please visit MyLifeMySmile.org.

Media Contacts:
Pam Paladin
Marketing and Member/Consumer Relations Manager
American Association of Orthodontists
314-993-1700, ext. 524
ppaladin@aaortho.org

Kristen Ingraham
Finn Partners for AAO
(212)-593-5801
kristen@finnpartners.com  

SOURCE American Association of Orthodontists

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RELATED LINKS
http://www.MyLifeMySmile.org