Michigan Department of Community Health and Delta Dental Launch Public Service Campaign to Improve Oral Health

Business Wire, Feb 12, 2008

LANSING, Mich. -- The Michigan Department of Community Health (MDCH) and Delta Dental of Michigan today launched a new public service campaign, "A healthy mouth means a healthier you," to raise awareness among Michigan residents that good dental habits will help people stay healthy.

The campaign features television, radio, and print public service announcements, as well as informational posters and brochures printed in English, Spanish, and Arabic. The messages are targeted at certain demographic groups that experience higher than average rates of dental decay, gum disease, tooth loss, and oral cancer.

"Research increasingly shows that good oral care, including regular visits to the dentist, can prevent dental disease and can help keep other diseases, like diabetes, in check," said MDCH Director Janet Olszewski.

"While many Michigan citizens enjoy good oral health, there is a silent epidemic of dental disease among certain socio-economic and minority groups," says Jed Jacobson, D.D.S., M.S., M.P.H., chief science officer at Delta Dental. "We hope this information will help them better understand that they can take steps to improve their oral health, and by doing that, enhance their overall health."

The media campaign, paid for by Delta Dental and supported by the experts in the Oral Health Program at the Michigan Department of Community Health, is comprised of 15 and 30 second television spots, 30 and 60 second radio spots, and full color newspaper public service announcements. They feature three compelling stories that focus on the benefits of good oral health.

All three spots will begin appearing throughout Michigan this month. The posters and brochures will be available at public health clinics. MDCH will support the campaign with additional information on its Web site at www.michigan.gov/oralhealth.> This is the third major collaboration in the past few years between MDCH and Delta Dental. Since 2000, Delta Dental has administered MDCH's successful Healthy Kids Dental program for Medicaid-eligible children in 59 Michigan counties. The American Dental Association named Healthy Kids Dental a national model for improving access to dental care for

low-income populations.

In 2007, MDCH launched a fluoride varnish program for Head Start and Early Head Start enrollees with a $250,000 grant from Delta Dental. Department officials hope the varnish applications will reduce decay between 48 and 60 percent in up to 22,000 Michigan children.

Delta Dental of Michigan, with its affiliates in Ohio, Indiana and Tennessee, make up one of the largest dental plan administrators in the nation. In 2006, the enterprise paid more than $1.7 billion for dental care for more than 6.2 million enrollees. Offices are located in Okemos and Farmington Hills, Mich.; Columbus and Cleveland, Ohio; Indianapolis and Greenwood, Ind.; and Nashville, Knoxville and Memphis, Tenn.

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