Case Study

California Dental Association: The Truth About Amalgam

Summary:

Working on behalf of the California Dental Association, MGA was charged with managing perceptions of the consumer regarding the safety and efficacy of dental amalgam (also known as “silver fillings”) for patients. In designing a campaign to educate the public through various media outreach (advertising), we wrote and co-produced a video news release (VNR) to meet the needs of television media, most specifically in California but to also provide information to other markets nationally. 

Strategy:

The VNR addressed many misperceptions of the use of dental amalgam, utilizing oral health experts to counter erroneous information provided by “anti-amalgamists” while positioning the dental association as a trusted source for dental information. The VNR was written in a consumer-friendly style in an attempt to demystify the science and function of amalgam fillings. We encouraged the then-president of the California Dental Association to speak about his fillings in his mouth as well as putting amalgam fillings in the mouths of his family. Additionally, we secured an interview with the Dean of the University of Southern California School of Dentistry to help explain the properties of dental amalgam.

Results:

The coverage for this issue from the VNR included 7 NBC, ABC and FOX affiliates in California, with an additional 20 broadcast to markets outside of California, resulting in an estimated 6 million viewers. An additional 10 dental stories were broadcast on television using the video (b-roll) footage from the VNR. As this issue continues to surface, electronic media utilizes the VNR’s footage and messages.

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