The primary audience for this campaign is Māori and Pasifika parents and caregivers of children under 5-years-old, with particular focus on low income households, and young and first-time parents.
Our tooth fairy character has proven to resonate well with our audience. She’s a relatable, staunch ‘aunty’ who tells it like it is but has our best interests at heart.
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.