The first phase of the social marketing campaign was to review the literature to determine availability of information on the oral health knowledge, beliefs and attitudes of parents of infants, toddlers and preschool children. Although some oral health research had been published, very little information related to parents of such young children was identified. Therefore, the need to conduct social marketing research was identified.
The first phase of the social marketing research involved focus groups of white and Hispanic WIC eligible mothers of children birth to three years of age. The results from this phase warranted further research to quantify the findings of the focus groups. In particular to determine whether the information gleaned from the participants in the focus group was reflective of the target population across Arizona.
To Reduce Tooth Decay in Children Ages Birth - 3 Years
Target Market: Overall there are three distinct markets:
Consumers – Initial focus on those at highest risk for disease WIC eligible mother
Pediatricians/Family Practice Physicians
Although it is critical that messages and materials are developed for all three markets, current funding for research is targeted toward consumer education. Activity to address the other audiences is also underway but from a systems and policy perspective.
Purpose of Research: To quantitatively measure the target audience’s perceived knowledge, beliefs and behaviors around oral health. The question set was derived from focus groups conducted in phase one and included:
Sources of oral health information
General awareness levels of benchmark oral health issues
Potentials for key learning and behavioral change
This project utilizes the outbound phone interview method of information gathering. Potential respondents were assembled into a database based on the previously established criteria of WIC eligible mothers of children ages birth to three years. The respondents were representative and proportionate to the 2000 census composite for the total Arizona population.
A.Sources of OH Information
The dentist office was the #1 place where people received information