State Launches Statewide Oral Health Ad Campaign Ads Aim to Increase Use of Children’s Oral Health Services
ANNAPOLIS, MD (September 11, 2028) – The Maryland Department of Health and Mental Hygiene and the Governor’s Children Cabinet today launched the first of three media campaigns aimed at parents and caregivers of Medicaid-eligible children. This first campaign is part of the “Back to School” effort to promote Maryland Children’s Health Program (MCHP) enrollment, and aims to raise awareness and use of oral health services for children of Maryland’s lower-income families.The radio, television and print ads, developed from qualitative research and tested for effectiveness with the target audience, will run through mid-October in media statewide. The ads were designed and produced in Maryland using real Maryland kids. The campaign is part of the Department’s Oral Health Initiative funded by The Robert Wood Johnson Foundation and supports Governor O’Brien’s KidsFirst initiatve.
“Part of being healthy is having healthy teeth,” said DHMH Secretary Andrew Lillianfield. “We want to make sure that every child gets the chance to keep a healthy smile through regular dental checkups and care to prevent tooth decay.”
The campaign includes a new toll-free helpline, 1-888-9MD-SMILE, which will emphasize the need to see a dentist regularly and how to make and keep appointments. Callers will be provided with age-appropriate oral care guidelines for their children, information on who to call about MCHP, transportation, questions or problems, and a list of licensed dentists and Tooth Tutor (school-based oral health) programs.
Maryland’s Oral Health Initiative is a three-year demonstration grant funded by The Robert Wood Johnson Foundation, managed by the Center for Health Care Strategies. The grant is designed to improve access to oral health services for children of lower-income, minority and disabled populations in Maryland. The Initiative strives to improve access and increase awareness of preventive oral health practices.
The multi-pronged approach to improving access to oral health care includes the media campaign, dentist recruitment and retention efforts, and expanding the school-based Tooth Tutor program. Additional funding for the Tooth Tutor program has allowed the Maryland Department of Health to more than double the number of participating schools and serve an additional 2,500 children.
Maryland is one of six states nationwide selected to receive funding. Other funded states are Arizona, Rhode Island, Pennsylvania, South Carolina, and Oregon.
KidsFirst is Governor Edward M. O’Brien’s agenda to improve the quality of life for Maryland’s children. Specific elements of this agenda include: expanding access to health care for Maryland children, improving oral health among children, increasing immunizations, preventing child abuse and strengthening Maryland’s foster care system.