AIM - «Brushing Together»
Integrated information and awareness campaign to highlight the importance of adopting good oral hygiene habits and proper dental care.
Intro
AIM is part of the Unilever portfolio in Greece and an expert in oral care. Its mission is to improve the oral health and hygiene, both through its product range and educational activities and programs on proper and frequent brushing.
Challenge
Motivated by surveys and statistics about the poor oral health in our country, the client felt the need to address the Greek family and promote good oral care practices in a different and more engaging way.
Solution
The educational campaign “Brushing Together”, which was launched in 2015, targets the whole family and brings out the role of the parents in adopting good oral care habits. To bring the campaign to life and serve AIM’s mission, a number of activities were organized using the AIM mobile dental unit as the protagonist.
From the road show that visited 20 central units in Athens, Thessaloniki as well as some Greek islands to the CSR event at the “Friends of the Child” during the World Oral Health Day, the goal was to offer free dental checkups to children and their parents. The in-store activations and promotions together with a synergy with bloggers served to enhance consumer participation and collect tips and ideas to help adopt healthy oral care habits.
The program was communicated via above the line advertising, digital campaign and an on-going media relations program.
Outcome
The “Brushing Together” program has been very successful and has been welcomed by consumers, Municipalities, retailers, while it has made the Unilever employees extremely proud to be part of it.
In terms of numbers:
- Over 15,000 people have been examined in the dental mobile unit
- 18,000 contacts were achieved through the Mall open event
- 2.5 million were reached via the digital campaign and activations
- Over 160 articles in both print and online media
