Campaigning for children's oral health: a case study.

Arguably, the ultimate application of evidenced-based communications is translating the research recommendations into a full-fledged media campaign. This article explains the development and implementation of Watch Your Mouth, a campaign based on FrameWorks Institute's research on children's oral health. To date, this innovative campaign has been implemented in four states, with impressive results. Combining paid and earned media activity with community organizing and policy advocacy helped each state change the public perception of children's oral health as a largely cosmetic concern to a legitimate children's health issue.