Bulletin of Dental Education

American Academy of Pediatric Dentistry Launches New Branding Initiative

(Around the Dental Education Community) Permanent link   All Posts

The American Academy of Pediatric Dentistry (AAPD) unveiled its new tagline, “America’s Pediatric Dentists, The Big Authority on Little Teeth,” targeted to the public. This new consumer branding campaign is an effort to better connect with parents and caregivers and educate them on the critical need for early checkups and regular oral care for children. The new brand identity is the start of a consumer-focused effort that will include a broad awareness campaign launching in 2014.

“America’s pediatric dentists are uniquely trained to address the important oral health issues that children face,” says Warren A. Brill, D.M.D., pediatric dentist and AAPD President. “Between the epidemic of dental disease among children and the significant changes to dental coverage under health care reform, parents and caregivers need an authoritative resource to help them navigate these critical issues related to the health and well-being of children.”

“‘The Big Authority on Little Teeth’ branding is designed to clearly communicate the AAPD’s role as a primary source of children’s oral health information to the public,” says John S. Rutkauskas, D.D.S., M.B.A., CAE, AAPD CEO. “We believe this new branding maintains our existing identity while moving the organization in a new direction to better connect with consumers.”

Tooth decay is the number one chronic childhood disease in America, with 16 million children suffering from dental disease. According to the Centers for Disease Control and Prevention, tooth decay affects more than 25% of U.S. children between the ages of 2 and 5. If left untreated, tooth decay causes pain and infections that may lead to problems such as eating, speaking, playing and learning.

Under the Patient Protection and Affordable Care Act (ACA), an estimated 3 million children are expected to immediately gain dental insurance coverage under state health insurance exchanges and an additional 3 million under Medicaid. The AAPD worked closely with health care legislators to secure the inclusion of the pediatric oral health benefit requirement as part of the ACA’s essential health benefits package. 

Duggan ad 2013