The Health Promotion Agency launches a tough- talking tooth fairy in latest campaign via Y&R NZ

In a busy world, asking parents to complete one more task, on a twice-daily basis, is a stretch at best. So Y&R NZ and The Sweet Shop joined forces to bring us the champion protector of children’s teeth – the Tooth Fairy you were never expecting in a campaign for the Health Protection Agency.

Says Damien Shatford, director, The Sweet Shop: “What got me excited about this idea was how it takes on the mythology of the tooth fairy and skews it for parents: If you don’t brush your little one’s teeth, a fierce looking fairy-lady is going come give you a good sassing.”

Although the content itself is fresh, funny and unexpected, there is a serious side to the Health Promotion Agency and Ministry of Health’s campaign for oral health, with over 29,000 children having their teeth extracted last year alone.

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Says Tim Ellis, managing director, Wellington, Y&R NZ: “whilst research showed us that parents knew about the importance of tooth brushing, they didn’t necessarily realise that it needed to start from when the teeth first appeared, or that healthy baby teeth are actually the gateway to healthy adult teeth. There’s also a misconception that because baby teeth are replaced, they are of little importance. We’ve created a humorous, caring yet firm, Tooth Fairy to get this important message across to time-poor parents and make sure they realise just how important their role is in their kid’s oral health.” 

The campaign was launched online on Monday morning, seeded via Flava radio station, clocking up over 33,000 views in less than 12 hours. Look out for more sightings of the Tooth Fairy over the coming months as she embarks on her crusade to improve NZ children’s oral health, championing routine brushing twice a day with fluoride toothpaste.

Agency: Y&R NZ

Post Production Online: Mat Elin @ Palace