The target audience for this campaign is parents and caregivers of children under 5-years-old. In particular, it focuses on Māori, Pacific, people on low income, and young and first-time parents.
Our research with this audience showed that parents and caregivers are motivated by pain avoidance, appearance, and wanting their child to look good and not be teased. They also want to avoid problems they experienced with their own teeth. But with other challenges of parenting and resistance from their toddlers, regular brushing often falls off the list or is delegated prematurely to our little ones.
After testing several different concepts with consumers, it was the tooth fairy character that resonated well. She’s a relatable, staunch ‘aunty’ who tells it like it is but has our interests at heart.