Target Group:

• Our Target segment will be the growing child of school-Age (6-12 years).
• The role that habit formation at such an young can play in promoting long run behavioral change.
• The key ‘influences’ in children’s habit-of-mind formation and how they have an effect, can help in
creating long lasting habits such a brushing twice a day through out their lifetimes.

The Problem:
•  At least 8 out of 10 children in India suffer from oral health issues, underscoring the need for
immediate action.
• Children lose baby teeth between 6 and 12 years of age. Prevent tooth decay by brushing teeth
twice a day and avoiding sugary foods and drinks etc.
• The American Dental Association recommends brushing your teeth twice a day with fluoride
toothpaste for two minutes each time.

• Educating the importance of brushing twice is important and create the necessary awareness
among the households including the estimated future cost of dental expenses due to negligence.

#GetSetSmile
Positioning Environment is the invisible hand that shapes human behavior:
Common barriers are due to the lack of habit of brushing at night. Creating conducive en9vroment through
influencers is the only way.

Role of Influencers in making children Brush Twice:

Parenting practices and parenting styles

Parenting practices and styles in relation to their children’s activities in the early years have a powerful influence upon
the child’s cognitive ability and long-term habits.
Reaching out to young parents and making them well educated about the benefits of maintaining dental hygiene by
brushing twice a day for their child’s dental care.

Teacher influences
Several studies have examined how children’s dispositions and behaviours in school relate to the quality of the pupil-
teacher relationship.

Media Strategy:
Advertising
Advertising influences preschool and primary school-aged children on many levels, including the relatively immediate
product-persuasion effects intended by the advertiser.
Kids as an audience i.e. the age-group of 02-14 years, accounts for 20% of total TV impressions. This is the highest
share across all age cuts.