MediaSmiths polishes client list with addition of Australian Dental Association

• A multichannel campaign including radio, transit, out-of-home digital and social.

Independent media agency MediaSmiths has been appointed by the peak national body for dentists, Australian Dental Association (ADA), to help convince Australians of the importance of proper dental care.

MediaSmiths will help increase awareness of regular dental care with the public and raise the profile of the ADA and its members by encouraging everyone to book an appointment with their dentist for regular check-ups.


MediaSmiths has developed a multichannel campaign including radio, transit, out-of-home digital and social.

The campaign’s focus is to drive awareness and encourage all Australians to look after their health and visit the dentist and in particular one of the 9,500 ADA Member Dentists across Australia. The theme line “Let’s be Frank” was used in a small-scale TV campaign in Melbourne by the ADA Victoria which has been expanded nationally by MediaSmiths to bring Frank, a life-sized tooth, to life. The campaign leads consumers to the ADA’s national website to click on ‘Find a Dentist’ for their local ADA dentist.

MediaSmiths managing director Angela Smith said: “We approached the Australian Dental Association proactively with some creative ideas after reading a frightening statistic that over 54% of us only brush our teeth once a day. We are absolutely thrilled to be working with the ADA on a campaign that shares such an important message regarding our health.

“Dental health and hygiene need to be a priority for all of us, and through education and reminding the public of this message and where they can find their accredited ADA dentist, we are working on something that will have benefits for all.  It’s a clever, clear and simple message that can save all of us in the hip pocket and keep us all healthier.”

The Australian Dental Association win follows other new clients at MediaSmiths including Ray White Real Estate Paddington and Woollahra and Odoo.

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