description overall entertainment strategy, celebrity communications/ spokesperson, campaign marketing, and measurementproject status ongoing
partner Give Kids A Smile
cause children's oral health care
project overviewThe American Dental Association’s Give Kids A Smile program enhances the oral health of large numbers of needy children – over 400,000 in 2009. Give Kids A Smile aims to eliminate all cavities in children under five by 2020. Organization activities also highlight (for policy-makers) the ongoing challenges that low-income families face in finding dental care.
Give Kids A Smile day is the annual centerpiece to National Children's Dental Health Month. Each year on the first Friday in February, thousands of the nation's dentists and their dental team members provide free oral health care services to children from low-income families across the country. Give Kids A Smile aims to eliminate all cavities in children by 2020.
Commit Media advises the Give Kids A Smile board and staff on marketing, communications, cause marketing, and strategy to reach those most in need of medical care – their target audiences. This includes deep research to identify suitable celebrity candidates, shaping the request, and managing the relationship. Amongst the marketing tools created for GKAS is a PSA featuring Albert Pujols, which was executive produced by Commit Media. Commit also commissioned the production company, the director, and the PSA distribution company. Currently the PSA is one of the most successful on TV and cable, garnering millions of dollars in free advertising time and hundreds of million of impressions for the campaign.
our partnersThe American Dental Association, its Foundation, and the Give Kids A Smile Board, including Henry Schein & Wrigley.
stellar commitmentsSt. Louis Cardinals star, 2008 & 2009 MVP, and Clemente Award recipient Albert Pujols joined the cause to help Give Kids A Smile. He appeared in a PSA, airing now all over the United States. Pujols also runs his own foundation, the Pujols Family Foundation, whose mission is to improve the standard of living and quality of life for impoverished children in the Dominican Republic through education, medical relief, and tangible goods. In addition, his Foundation promotes awareness, provides hope, and meets tangible needs for families and children who live with Down syndrome.
Artist, actor and entertainer Justin Timberlake for hosting Give Kids A Smile partner “Team Smile” at the Shriner’s LPGA Golf Tournament.
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