Animation for a public health campaign to stop dental decay
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Early decay in babies teeth is a big problem and is called early childhood caries (ECC). This is mainly caused when babies are put to bed with bottle/sippy cup full of milk or juice at night or even prolonged breast feeding. This simple fact still remains unknown to many mothers.
Sugary drinks (milk is also a sugar ..lactose) and foods are broken down by Streptococcus mutans bacteria in the mouth to form acid. This is what causes the rot (decay or cavities).
By age 2 a child may need several extractions and filling and metal crowns done under general anaesthetic which is very expensive ($5000/child). The case is worse in underprivileged children and there is a huge waiting list in the public health system. Rotten teeth put about 30,000 children each year in hospital.
The rotten baby teeth can cause children to stop eating properly, they have pain, swelling and it affects their permanent teeth and growth of jaws. If some are taken out too soon then the other teeth drift and block out the permanent teeth.
So want to increase awareness. Want parents to know what not to do. Need a catchy animation to launch as mass media. Need people to see the horrific effects of decay - shock. Want message to cut across. Want people to know that ECC can be totally eradicated.
Animation I feel would be powerful. Something like the famous Slip,Slop, Slap campaign in Australia for skin cancer ....[login to view URL]
Stop Tooth Rot would be the title ...
Key messages would be 1) Don't put your child to sleep with sugary drinks or milk 2) Sugar rots teeth 3) Brush the child's teeth morning and night 4) Bacteria from your mouth can be transmitted to your baby's mouth so don't share spoons etc 5) After a feed clear the mouth with a sip of water 6) don't feed after that 3) don't let the baby breast feed all night or on demand
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