Children's Teeth Top Parents' Halloween Concerns

Kids' Healthy Mouths Campaign Celebrates National Brush Day® on November 1st

Oct 30, 2015, 20:47 ET from Ad Council

NEW YORK, Oct. 30, 2015 /PRNewswire-HISPANIC PR WIRE/ -- The largest candy-consumption night of the year is right around the corner. More than 80 percent of parents say their kids will participate in a Halloween celebration2, and when asked about concerns related to Halloween, more than two-thirds of parents say they are worried about their children's teeth, according to a recent Ad Council survey1. However, three out of four parents report that their kids sometimes or frequently forget to brush their teeth on a daily basis. With cavities being a top concern, the Kids' Healthy Mouths campaign is celebrating National Brush Day® on Sunday, November 1, the day after Halloween, to emphasize the importance of brushing for two minutes, twice a day, every day.

Experience the interactive Multimedia News Release here:

National Brush Day® is an annual celebration that takes place on November 1 – the day after Halloween. The holiday aims to reinforce the importance of children's oral health and promote good tooth-brushing habits. The event is part of the Kids' Healthy Mouths campaign, a national initiative launched by The Partnership for Healthy Mouths, Healthy Lives and the Ad Council in August 2012, which aims to teach parents and caregivers about simple ways in which they can help improve their children's oral health and prevent dental disease.

"Lots of children enjoy extra candy around Halloween, but parents and kids should understand that eating the candy can lead to problems with their teeth," said Gary Price, Secretary and CEO of the Dental Trade Alliance Foundation. Cavities and oral infections can cause severe pain and increase a child's risk for dental issues and poor health throughout their lives, and basic information like knowing which candies are better for children's teeth can help to prevent bacteria and the breakdown of tooth enamel."

Tooth decay is the single most common chronic childhood disease in the U.S.4, and poor oral health can impact a child's ability to learn, develop good self-esteem and speak properly. Despite the high rates of oral disease in children, the survey revealed that parents perceive their children's dental health as a low priority compared to other issues such as school safety, nutrition and flu season6. In an effort to combat the high rates of oral disease in children, the campaign aims to help parents better understand why poor dental health can have serious consequences and educate families about good dental health habits.

"This campaign really exemplifies the power of advertising to impact attitudes and behaviors," said Lisa Sherman, President and CEO of the Ad Council. "The results we've already seen are truly incredible and I know the reminder from this year's National Brush Day® will continue the success we've achieved to improve children's oral health across the country."

Parents and families can take part in National Brush Day® by sharing "brushing selfies" on Facebook, Twitter and Instagram (@brush2min2x). Additionally, parents are also encouraged to visit the campaign website,, where they can find entertaining videos – all 2 minutes in length – to watch with their children while brushing their teeth. The campaign also offers a free mobile gaming app called Toothsavers that engages parents and their kids in a fun and creative brushing challenge.

The ongoing Kids' Healthy Mouths campaign includes a series of PSAs encouraging parents to have their children brush their teeth for two minutes, twice a day. Created pro bono by ad agency Grey New York, the campaign features humorous depictions of life lessons which make the point that while parenting can be tricky at times, getting kids to brush properly can be easier than many other things parents will try to teach their children. All campaign materials direct to

Since its launch in 2012, more than 2.7 million people have visited and the English and Spanish-language PSAs have received more than $100 million in donated media across TV, radio, print, web and outdoor outlets. Additionally, an Ad Council survey showed that since October 2014, both English and Spanish-speaking parents reported that their children were significantly more likely to brush twice a day, and significantly more likely to brush for two minutes each time. 

For more information about the Kids' Healthy Mouths campaign, visit and follow the campaign's social media communities on Facebook and Twitter (@brush2min2x).

Campaign Partners:

The Ad Council
The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.

Partnership for Healthy Mouths, Healthy Lives 
The Partnership for Healthy Mouths, Healthy Lives is a coalition of the leading organizations in the field of oral health. The Partnership is committed to improve children's oral health so that they can develop into healthy, productive adults. The coalition shares the view that no child should be in pain and suffer broader health issues or endure the social stigma and lack of opportunity resulting from untreated dental diseases and conditions. The coalition's primary mission is to teach parents and caregivers, as well as the children themselves, to take control of their own health through oral disease prevention. A complete list of members of the Partnership can be found here.


1, 2, 5, 6 The Ad Council's survey was conducted by LightSpeed Research in September 2014. The nationally representative online survey included 600 parents with children 0-12. 3                                             4 

SOURCE Ad Council