If a campaign launched earlier this month accomplishes its goal, new moms will make practicing good oral health a top priority. Inspired by the findings of a study that
suggests mothers of pre-term, low-birth-weight babies have a higher incidence of severe gum disease (periodontitis), Optiva Corp., manufacturer of the Sonicare toothbrush is
collaborating with the National Healthy Mothers, Healthy Babies Coalition on a public health education campaign targeting pregnant women.
The program, called "Brush for Two," will educate new moms about how gum diseases can affect the health of their unborn baby. Lack of awareness on this issue is considerable,
according to a survey commissioned by Optiva. Less than 20% of women between the ages of 18 and 45 knew of the link between gum disease and pre-term, low-birth weight babies.
The campaign will rely heavily on professional and community outreach to get the word out. Educational kits will be distributed to 20,000 dental professionals, 3,000 community
outreach workers and 14,000 OBGYNs. An aggressive media relations effort is under way. The campaign's video news release has aired in more than 50 markets and reached more than 7
million viewers, says Kevin Bush, Optiva's PR manager.
This year, Optiva is investing about $500,000 to fund the program.
(Optiva, Kevin Bush, 425/396-2142)