May 12th 2014

1. Improving the
Oral Health
of
Pregnant Women
and their Children

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. 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

5. 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

6. 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

7. Communications Goal
Creative, consistent, and comprehensive
communication strategies that promote oral
health to pregnant women in an accessible
and timely manner.

8. 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

9. 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

11. 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

12. 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)

13. 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

14. 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

23. Coming Soon!
Continuing education / training plan for:
• Oral care providers
• Prenatal care providers

24. 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.