Procter & Gamble brands Crest and Oral B are looking for six people in six of 14 U.S. cities recently identified as having citizens with the worst teeth to participate in a program to improve their oral health.
The call searches for people in Miami, Greensboro, NC, Atlanta, GA, Las Vegas, NV, Albuquerque, NM, and Baton Rouge, LA. The six participates in each city are required to have an initial checkup by a dentist that has been selected by the brands to oversee the oral health program.
The people selected must agree to use four Crest and Oral-B products twice daily—Crest Pro-Health Paste, Crest Pro –Health Multi-protection Rinse, Crest Glide Deep Clean Floss and Oral-B CrossAction Pro-Health Brush—that are supplied to them. Then there’s a three-month follow up check up and a final appointment at the end of six months. If the dentist does not see an improvement in oral health, the patient also receives $45 towards the costs of the appointments.
The ambassadors are selected based on a number of factors: They must be aware that they can achieve a better check up and want to participate by following the regimen. The company is also seeking people who are already taking great care of their mouths or would like to take better care of their oral health, Brad Akard, assistant brand manager for P&G Oral Care, said.
Procter & Gamble hopes to turn these patients into brand ambassadors who will go on to support the products they used and spread word of their effectiveness and experience.
“All we are asking in return for participation is that the ambassadors help spread the word to family and friends and that they may be asked to talk about their experience to local market media,” Akard said.
The brands are promoting the program, called the “Better Check-Ups Challenge,” at the Web site where people can download an assessment form and purchase the participating products. The program in the six cities is just a section of the national program promoting the “Better Check-up’s Challenge.” It is being promoted through the Web site, public relations efforts and in-store elements.
Bloggers are helping to promote the challenge. The casting call in Atlanta began yesterday and MomsLikeMe.com, a blogging site for Atlanta moms, posted an announcement on its events page about the challenge and where to go to participate.