WOHP - Wrigley Oral Health Care Programs Wrigley Poland
Goals
WOHP – Wrigley Oral Healthcare Programs – operates in tens of countries in the entire world. The main goal of the program is education on principles of proper oral health care. Every contemporary society faces the problem of decay, which is a major social problem. Wrigley is a manufacturer of sugar-free chewing gums that not only do not accelerate the development of decay but also fight it. Nevertheless, the aim of WOHP is promotion of comprehensive knowledge on oral hygiene – dental inspections, proper nutrition, regular and proper tooth-brushing and also using sugar-free chewing gums whenever there is no possibility of brushing teeth. Edelman Poland Agency's task was to launch the WOHP program to Poland and adjusting it to Polish reality. Poland, as compared to other countries, is specific in the nation's perception of chewing gums. Even those sugar-free are considered sweets – relatively small group of consumers see pro-health benefits of using them.
Strategy
Gaining natural leaders in oral healthcare – dentists – was inevitable to change this distorted perception. In successive stages children (via primary schools – thus communication also included teachers) and they parents became the main target groups. Different actions were taken in relation to each of those groups.
Action
The program was fully patronized by the Polish Dental Association. Dental clinics were informed about launching the program in Poland and invited to join it. Dentists could sign up for the program via infoline and a special web site. All clinics which joined the program were given educational materials for patients and gum dispensers with Orbit chewing gums (they were installed in clinics). Clinics are also regularly supplied with sugar-free chewing gums, they will also receive additional educational materials in the future.
Primary schools received invitation mailing to join the program. All schools which applied were given educational materials kit prepared with methods of executing a lesson on oral hygiene in 1-3 classes. "Searching for the lost smile" film, prepared for the action, was one of the most important elements of the kit. 16 chosen schools in 7 cities were also visited by Dentibus – a mobile dental clinic. Over 3000 participated in free dental inspections, the results of those examinations were then passed over to their parents.
Orbitek.pl website (now being extended) is the common platform for all groups – with special sections for children, mothers, teachers and dentists. The website also contains a rating of "Children friendly dental clinics" – patients rate clinics creating a unique system, which will help parents to reach the best dentists.
Results
Ca 7000 dental clinics and 2200 primary schools joined the program up to this moment. Ca 600 000 children will be covered by the program, over 3000 children underwent free dental inspections. Publications on those inspections were released in a dozen or so press titles and tens of radio and TV programs.