Improving the oral health of pregnant women and their children


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May 12th 2014

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Improving the oral health of pregnant women and their children

  1. 1. Improving the Oral Health of Pregnant Women and their Children
  2. 2. The Problem • Increased risk of oral disease during pregnancy • Poor maternal oral health: – may be linked with preterm & low birth weight babies – is linked with early childhood caries • Most women do not seek - and are not advised to seek - dental care as part of their prenatal care
  3. 3. Social Marketing Approach • Marketing techniques are used to "sell" ideas, attitudes and behaviors • Differs from traditional, top-down health communication efforts • Listens to the needs and desires of the target audience • Engaging, memorable, supportive tone
  4. 4. Desired Behaviour • Make a dental appointment during pregnancy • Brush teeth twice a day with fluoride toothpaste, and floss daily • Eat a healthy diet and limit sugary foods • After baby is born, avoid sharing spoons, soothers, and other items between their mouth and baby’s mouth • Take baby for a dental visit by age one and regularly from then on
  5. 5. Obstacles to Desired Behaviour • Low oral health literacy – Poor knowledge of risk/minimizing risk – Lack of awareness of adverse pregnancy outcomes – Poor understanding of relationship between maternal & infant oral health – Myths and misconceptions • Gaps or delay in receiving oral health information • Lack of dental visits • Major dental care barriers – High cost of dental care – Dental fear and anxiety
  6. 6. Communications Goal Creative, consistent, and comprehensive communication strategies that promote oral health to pregnant women in an accessible and timely manner.
  7. 7. Communication Objectives • Increase awareness of the: – increased risk of oral disease during pregnancy – importance of good oral health as part of a healthy pregnancy – link between mother’s oral health and their children’s oral health – importance of visiting a dental office during pregnancy – safety of dental treatment during pregnancy • Dispel common myths and misinformation about oral health during pregnancy
  8. 8. Branding • An umbrella brand that is consistent across materials and can be used by partners • Materials will be accessible and cost- effective for partner use • Tag line: I Didn’t Know! My Oral Health Matters
  9. 9. Timeframe • Phase 1 – Develop Campaign (Mar– Aug/14) – Develop and focus test key messages – Develop materials: poster, print resource, display, social media – Engage partners – Develop partner plan; outline resource usage guidelines • Phase 2 – Implement Campaign (Sep–Dec/14) – Implement across and through partners
  10. 10. Communication Materials • Information card series • Promotional items • Display – large (health fairs) and small (retail store counters) • Flyer/poster • Prenatal education curriculum presentation slides • Social media posts • Newspaper/newsletter ad, article • Enhanced website content (SPI, SK Oral Health Coalition, partner websites)
  11. 11. Communication Channels • Events/activities for pregnant women/new moms • Stores • Social media • Dental offices • Physician offices • Pharmacies • Prenatal education programs • Churches • Community associations • Community organizations • Prenatal/parenting groups • Family Resource & mother’s centres
  12. 12. Focus Testing Materials • Information Card series (3) – Avoid sharing mouth germs – Pregnancy is a time to pay special attention to oral health – Dental appointment reminder • Promotional items – Baby teething chart – Box/bag – Baby teeth keepsake/tooth fairy box
  13. 13. Coming Soon! Continuing education / training plan for: • Oral care providers • Prenatal care providers
  14. 14. Maternal Oral Health Consensus Document Document Purpose: Move oral and prenatal care providers in SK toward a better understanding of the importance & safety of oral health during pregnancy so oral health becomes part of routine prenatal care, contributing to the overall health of pregnant women and their babies. Target Audiences: Oral health care providers, prenatal health care providers (OB-GYNs, family physicians, midwives, nurse practitioners, public health nurses, dieticians & nutritionists, prenatal educators), professional bodies, Ministry of Health, primary care managers.