oral health awareness co-branding with...
TRANSCRIPT
Albert Bär PhD
Food Matters Live
November 2014
Oral Health
Awareness
Co-branding with Toothfriendly
Tyneisha Bell, Tennessee
Has died on 7 October 2014 http://www.smile-onnews.com/news/view/seven-year-old-dies-after-tooth-extraction
Oral Health
According to WSMV:
"Tyneisha had three teeth extracted by the
dentist, less than five hours after the procedure,
her grandmother found that she has stopped
breathing."
"No lawsuits have been filed against the dentist."
Oral Health
Who is guilty in the first place?
Name one!
□ Anesthesist
□ Dentist
□ Grandmother
□ Parents
□ Other (which?)
Oral Health
In Basel (Switzerland) more than 300 children
(age >18 months, < 6 years) per year undergo
general anesthesia for treatment of caries
Oral Health
United Kingdom
12% of 3 year old children suffer from visible tooth decay
Those affected had an average of three decayed teeth [Brit. Dental J., 217 : 390-391, 2014]
Among 5-year-olds, 27% suffered from visible tooth decay in 2013
Switzerland
12.6% of 2 – 3 year old children (94% born in CH) cavitated teeth
(d2mft). The caries prevalence is 3-times higher in children of
foreign-born mothers [Menghini et al., Community Dental Health, 25: 154-160, 2008]
Oral Health — Awareness
Tooth decay is a completely
preventable disease
Whether it is prevented or not
depends upon the person's
awareness and behavior
Oral Health — Awareness
Oral Health — Awareness
UK Health Education Authority 1996
Oral Health — Awareness
The Johns Hopkins University Press, 2013
Oral Health — Awareness
http://nzaca.org.nz/conference/documents/Good_Oral_Health_Blache_Farmer.pdf
Sugar, salt, fat:
Strategies to reduce consumption
Supply-side approach
Sugar-reduced foods: No dental benefit
Sugar-free foods: Maybe beneficial, or maybe not
Over-simplification
Non-acidogenic foods: Beneficial if not erosive
Demand-side need
Make healthy choices easy choices!
Oral Health — Awareness
Oral Health — Awareness
Negative claims "Negative foods"
Health claims Healthy foods
"Convenient claims" Convenience
foods
"Convenient claim"
Co-branding with Toothfriendly
MISSION
VISION
Toothfriendly International
• To enable people to “do the right thing” – throughout their
life - for maintaining oral health (“Make healthy choices
easy choices”)
• To motivate providers (i.e. industry, health care
professionals and educators) to come up with products,
services and information that enables people to "do the
right thing"
• Better oral health for all
Co-branding examples food
Co-branding examples non-food
Co-branding – Evidence of effectiveness
Survey among web-active Swiss people
(age 15 – 50y) by computer assisted web
interviews (n=1122, random selection)
conducted by Marketagent.com (2010).
How important are the following characteristics for you when choosing confectionery products?
2.9
3.0
3.1
3.2
3.6
3.6
3.7
3.7
3.9
4.0
4.1
4.7
Haben einen hohen Anteil an Vitaminen
Bekannte Marke
Ansprechende Verpackung
Niedriger Kaloriengehalt
Günstiger Preis
Hochwertige Zutaten
Praktische Packungsgrösse
Zuckerfrei
Gutes Preis-Leistungsverhältnis
Schädigt nicht die Zähne, ist "zahnfreundlich"
Angenehme Konsistenz
Guter Geschmack
Average value: scale from 1 to 5
(Basis: Swiss confectionery consumers between 15 and 50 years)
n=957
Average value: 5 = very important
1= not at all important
Good taste
Pleasant consistency
Safe for teeth, toothfriendly
Good value for money
Sugar-free
Practical size
High-quality ingredients
Cheap price
Low calorie value
Attractive package
Well-known brand
High vitamin content
19
Which of the following candy products would you most likely buy?
10.6%
17.3%
21.4%
50.7%
Bonbonverpackung mit Logo klein,unersichtlich
Bonbonverpackung ohne Logo undohne Vemerk
Bonbonverpackung mit Vermerkzuckerfrei
Bonbonverpackung mit Logo gross,gut ersichtlich
(Basis: Swiss confectionery consumers between 15 and 50 years)
n=359
Candy package with large Toothfriendly logo (no „sugar-free“ claim)
Candy package with claim „sugar-free“ (no Toothfriendly logo)
Candy package without Toothfriendly logo and without claim „sugar-free“
Candy package with small Toothfriendly logo (no „sugar-free“ claim)
20
Which of the following chewing gum products would you most likely buy?
5.9%
8.8%
18.6%
66.7%
(Basis: Swiss confectionery consumers between 15 and 50 years)
n=555
Gum package with large Toothfriendly logo (no „sugar-free“ claim)
Gum package with claim „sugar-free“ (no Toothfriendly logo)
Gum package without Toothfriendly logo and without claim „sugar-free“
Gum package with small Toothfriendly logo (no „sugar-free“ claim)
Co-branding – Evidence of effectiveness
Survey on "On-pack labels" among web-
active Swiss people age 18 – 64 y by
computer aided web interviews (n=1022,
representative seletion) conducted by
Nielsen Online Omnibus (2010).
Which of the following logos and signs do
you know?
Same product with or without the Happy Tooth logo
Consumer survey
Spain 2002
Added value by co-branding
68
30
0
10
20
30
40
50
60
70
80
29
50
20
0
10
20
30
40
50
60
Small logo Large logo No logo
Orbit Halls
No logo No logo
n= 461 Consumers aged 15-35 who consume chewing gum regularly, Spain 2002
Which do you choose?
Added value by co-branding
For download of this presentation and more information:
www.toothfriendly.org | [email protected]
Thank you for
making
healthy choices
easy choices!