Helping Canadians to stop avoiding the dentist 

Dental care is vital to overall health, yet almost a quarter of Canadians avoid the dentist due to cost. Health Canada asked us to inform different audiences about the Canadian Dental Care Plan, who is eligible and how it works. 

We created a campaign that shared details of the program in a simple and clear way, while gaining attention by showing the lengths people may go to avoid seeing the dentist in a relatable way. It ran on digital, social, out-of-home, TV and streaming channels. 

• Campaign generated 77% unaided CDCP advertising recall
• 50% of those who saw the ad reported they submitted an application for the CDCP
• 43% reported they looked for information online, 33% visited Canada.ca/dental
• Helped drive program uptake with close 1.25M Canadians receiving care (as of December 9, 2024)