Healthy Smiles Campaign Book

save a
SMILE
brighten a
FUTURE
Heal t hy Smi l es
For Kids of Orange County
Allen Baclig Heather Silveira Kelsey Dover Lauren Bruschi Melissa Rubbelke Teresa Biviano
A Campaign Plan for
Healthy Smiles
Created By
The Chapman University
Student Public Relations Team
Save a Smile, Brighten a Future
Table of Contents
Introduction
Fact Sheet
Executive Summary
Campaign Plan
Background
Situation Analysis
Core Problem
Goals & Objectives
Key Publics
Message Strategies
Strategies & Tactics
Logos
Communication Confrmation Table
Calendar
Budget
Evaluation Criteria & Tools
Recommendations
Communication Tools
News Release
Feature Article
Brochure (English and Spanish)
Social Media
E-Newsletter
Executive Bio
Flyers
Direct Mail Piece
Website Redesign
Donor Mailings
Thank You Cards
Communication Tools: A Mile for Smiles
Media Pitch
Media Alert
Poster
Social Media
Communication Tools Outlines
Appendix
2
3
4
5
6
8
9
10
11
14
16
19
22
26
30
32
34
37
38
39
40
44
46
47
48
50
51
52
53
55
56
57
58
59
61
69
page
1
70
71
72
82
Extra Idea
Preliminary Publics
Original Research
Bibliography

Introduction
2
Save a Smile,
Sitting in a dental chair isnt always the easiest or most enjoyable thing to do for little kids. Having
someone poke and probe in your mouth can be terrifying and sometimes even traumatizing. But
for children who have major dental decay and teeth problems, not fxing the problem can be a
serious setback. Untreated tooth decay can lead to more serious diseases and can greatly affect
the quality of childrens lives, but unfortunately many families cant afford and dont have access to
treatment. Understanding these facts is imperative for dentists who treat children on a daily basis.
Those at Healthy Smiles make it their mission to provide a way for the underserved to gain access
to dental care. Healthy Smiles also makes sure to treat each child with care and recognizes that
each case is unique and needs to be handled accordingly.
When our public relations campaign team walked into the offce of Healthy Smiles for Kids of
Orange County, we were extremely excited to see frst-hand what its dental offce had to
offer. We already knew the non-proft performed general dental checkups as well as offered
teeth cleaning and endodontic treatments, but we didnt have a full grasp on the other aspects of
Healthy Smiles services. As we toured the facility, we immediately realized how important
providing education to low-income families is to the organization. Instead of having a regular
waiting lobby, here children are encouraged to explore the Tooth Fairy Learning Center, which
presents them with the opportunity to access interactive computer stations, nutritional and
hygiene stations, and a kid-friendly science lab while they await their appointments.
After meeting with Healthy Smiles, experiencing its mission for ourselves and learning how much
the non-proft depends upon government funding, we recognized how important it is to raise
awareness of the non-profts mission in order to increase individual and corporate donations
from members of the Orange County community. Seeing an increase in donations is crucial to the
future success of Healthy Smiles, especially since the passing of Proposition 10, which will
eventually cut government funding. Because of this proposed legislature, Healthy Smiles will be
forced to fnd new ways to raise money to continue its fght against tooth decay.
Our campaign tactics are aimed at helping Healthy Smiles communicate its reason for existence to
potential donors in hopes that the non-proft can establish strong donor relations in the near
future. We know that if people are made conscious of how prevalent pediatric dental decay is and
how many families in Orange County cant even afford to treat their childrens dental problems,
then they will be greatly encouraged to, save a smile, brighten a future.
3
Fact Sheet
Brighten a Future
Contact: Jeanette Storey
(714) 537-0700 ext. 7928
jstorey@healthysmilesoc.org
Mission: The purpose of Healthy Smiles for Kids of Orange County is to improve the oral health of
underserved children in Orange County. Through collaborative programs, the non-
proft organization provides accessible dental treatment, oral health education, advocacy
and prevention.
Organization: A board of directors oversees the operation of Healthy Smiles. Chief Executive Offcer Liz
Bear manages the senior director of operations, director of clinic operations, director of
development and clinical director.
Facility: Located at the Childrens Health and Dental Center in Garden Grove, Healthy Smiles for
Kids of Orange County occupies 7,000 square feet of the state-of-the-art building. The
full-service pediatric dental facility, The Smile Center, features seven dental care stations and a
recovery room. The Tooth Fairy Learning Center and Dotties Kitchen educates patients and
their families on oral hygiene and proper nutrition.
Programs: The Healthy Smiles Outreach Program aims to reach preschool, elementary school and
junior high school children at their Orange County schools to provide oral health education
with the use of The Smile Mobile, a renovated two-chair RV mobile dental facility. In
collaboration with the USC Herman Ostrow School of Dentistry, Healthy Smiles facilitates a
pediatric dentistry residency for USC dental students.
Services: The Smile Center provides diagnostic, preventative and restorative treatments, including
general checkups, endodontic treatment (root canals), general anesthesia, oral sedation,
and Phase I orthodontic services. The mobile dental facility, The Smile Mobile, travels to treat
patients in underserved neighborhoods across Orange County. For special needs patients
who meet specifc requirements, the Smile Clinic is a two-chair facility located at the
Ambulatory Center of the Childrens Hospital of Orange County (CHOC). Other services
include free van transportation for dental visits and an informational and referral telephone
service, SMILELINEOC.
Hours: Open Mondays through Fridays from 7:30 a.m. to 5 p.m. and occasionally on Saturdays.
Fees: Accepts Denti-Cal, the dental component of Medi-Cal. Patients with Healthy Families
insurance are accepted upon referral from their primary care provider. Patients without
insurance are provided services on a sliding-fee scale.
Patients: Healthy Smiles for Kids of Orange County serves an estimated 8,500 patients annually.
Donors: The organization is fortunate to have 100 corporate, foundation, association and individual
supporters including 3M ESPE, CHOC Foundation for Children, and The Children and Families
Commission of Orange County.
10602 Chapman Ave. Suite 200 Garden Grove, CA 92840
Executive Summary
4
About
Healthy Smiles for Kids of Orange County is an action-oriented, non-proft organization committed
to eradicating tooth decay for children in underserved Orange County communities. By utilizing the
dental services at Healthy Smiles Smile Center, Smile Clinic, and Smile Mobile, the organization delivers
resources and oral health education to the communities and emphasizes the importance of proper oral
health for children.
Campaign Goal
To fundraise, educate, and spread awareness that a healthy, successful and brighter future begins with
proper oral care for children.
Primary Objectives
Devote a minimum of fve hours a week to update the website and social media sites
(Facebook, Twitter, and YouTube) and increase hits by 15 percent by August 2011.
Improve the use of the e-newsletter to appeal to a larger audience in hopes of seeing a 5
percent increase in in-kind donations by August 2011.
Establish a relationship with a minimum of three local elementary schools in low-income
areas by the September 2012.
Achieve news coverage by at least two Orange County-based newspapers by October 2012.
Create a campaign that will reach out to high-income families in Orange County and increase
in-kind donations by 15 percent by December 2011.
Create an event in order to increase capital, boost community awareness and extend
educational programs to children by October 2012.
Strategies
Show potential donors and sponsors how their support is vital to the success of Healthy
Smiles programs and motivate them to donate money or supplies.
Encourage school districts, administrators, and teachers to include oral health prevention
education programs in elementary school curricula by demonstrating the importance of early
treatment and education for children.
Infuence families and parents in the Orange County community to use educational materials,
exposure to proper oral health practices, and pass on oral health knowledge to their children.
Tactics
Update and maintain an e-newsletter, social media sites and Healthy Smiles main website.
Create a mailing campaign and donor appreciation cards containing the artwork of Healthy
Smiles patients.
Organize a one-mile walk event at the Santa Ana Zoo.
Primary Publics
Potential donors (individual and corporate) in Orange County
Orange County families (primarily Hispanic and Vietnamese families)
Orange County dentists and elementary school teachers/administration
Budget $4,599
H
e
a
l
t
h
y

S
m
i
l
e
s

F
o
r

K
i
d
s

o
f

O
r
a
n
g
e

C
o
u
n
t
y

A
l
l
e
n

B
a
c
l
i
g

H
e
a
t
h
e
r

S
i
l
v
e
i
r
a

K
e
l
s
e
y

D
o
v
e
r

L
a
u
r
e
n

B
r
u
s
c
h
i

M
e
l
i
s
s
a

R
u
b
b
e
l
k
e

T
e
r
e
s
a

B
i
v
i
a
n
o
h
t
t
p
:
/
/
w
w
w
.
h
e
a
l
t
h
y
s
m
i
l
e
s
o
c
.
o
r
g
/
S
M
I
L
E
s
a
v
e

a
F
U
T
U
R
E
b
r
i
g
h
t
e
n

a
Campaign Plan
Heal t hy Smi l es
Al l en Bacl i g Heather Si l vei ra Kel sey Dover Lauren Bruschi Mel i ssa Rubbel ke Teresa Bi vi ano
ht t p: / / www. heal t hysmi l esoc. or g/
SMILE
save a
FUTURE
brighten a
6
Save a Smile,
Background
In February 2007, 12 year old Deamonte Driver lost his life after undergoing two brain surgeries and eight weeks
of care and therapy. His terminal battle was due to a bacterial infection that spread to his brain from an infected
tooth all of which could have been avoided with simple, routine dental services. The lack of access to affordable
dental care prevented Deamonte from receiving the preventative and reactive treatment he needed. His death
revealed a devastating truth about the nations limited availability of dental health care for underserved, low-
income communities (Edelman).
Tooth decay is the frst and foremost chronic disease plaguing children in the United States (Children Now).
Approximately 72 percent of children under age fve in underserved California communities have untreated
cavities. In Orange County alone, one in three children suffers from untreated dental decay (Giasone). The
country-wide need for pediatric dental care serving low-income families has been a recurring issue many
communities face and was recently emphasized with studies released by the Pew Center indicating the severity of
the oral health care crisis. Since 2009, California received one of the lowest rankings in the country because of its
lack of quality oral health care (Lauer).
The need for oral health care in California has been addressed by many county and state nonproft
organizations and programs through community clinics over the years, few of which are still in existence. The
suspension of the Childrens Dental Disease Prevention Program caused California to lose its only state-wide
program that provided school-based preventive oral health services (Children Now). Childrens Health Initiatives
expanded oral health care in California with programs including Medi-Cal, Healthy Families, Kaiser Child Health
Plan and California Kids (Diringer). Dental hygienists also participate in community outreach programs with local
departments of public health, Head Start programs, school districts, dental and dental hygiene schools, and Boys
& Girls Clubs during National Childrens Dental Health Month (PRWEB). All of these programs rely heavily on
volunteer assistance and government and donor funding.
First 5 California launched the $10 million Early Childhood Oral Health Initiative, one of the few programs that
emphasize the importance of oral health care in very young children (First 5 Oral Health). In Orange County, First
5 is called Children and Families Commission and commits to $1 million annually to help support Healthy Smiles
initiatives and other nonproft programs for families in Orange County.
Trends in California dental care organizations include a bicultural and bilingual staff to communicate more
effectively with clients, especially of Hispanic and Asian ethnicities. In the last several years there has been a
push to train members of the dental community to accommodate pediatric children below the age of six in
local clinics and practices (PRWEB). An increased popularity of using mobile dentist vans has extended dental
services into remote locations or underserved neighborhoods, allowing children to receive treatment who
might not have the means or mobility to visit a dental clinic (Health Magazine Staff).
In 2003 John C. "Jack" Shaw, co-founder and Vice Chairman of Orange County nonproft El Viento created to aid
youth development, recognized the severity of the dental health care shortage and knew the children of
Orange County needed the communitys help. Shaw worked tirelessly to found Healthy Smiles for Kids of
Orange County to address the countys desperate need for improved pediatric dental care. With the help of
co-founder Dottie Andrews, founder of prenatal care nonproft organization MOM, Shaw began recruiting a
dedicated group of talented health care professionals and community leaders with the shared belief Its all
about the kids! Together with the Children & Families Commission of Orange County, the passionate group of
individuals got the ball rolling on the visionary dental service organization for underserved children in Orange
County. Through an extensive combination of prevention, education, and treatment programs, Healthy Smiles is
able to serve and beneft thousands of deserving children every year.
Background
Numerous dental providers serve children including Share Our Selves, one of the largest volunteer-based
organizations providing health services for homeless and low-income families of Orange County, Smile for a
Lifetime, a national nonproft organization that provides free treatments to needy children, and Lestonnac Free
Clinic which provides free, comprehensive medical exams and dental care to the poor in Orange County. There
are a few programs in Orange County that offer similar services as Healthy Smiles, but Healthy Smiles remains
the frst and only facility in Orange County to provide nitrous oxide services to low-income and uninsured
patients and is the only comprehensive educational, preventative, and treatment-based organization of its kind in
Orange County, having served an estimated 8,500 underserved children annually in Orange County
communities.
There is a current need for more dental clinics that serve pediatric clients, a need to facilitate educational
opportunities for pediatric dental training and to extend sub-contracts to community health clinics that
currently do not have existing dental programs. An additional hurdle in the oral health care battle includes the
proposed California health care funding cuts outlined in Proposition 10 that have the potential to drastically
affect nonproft organizations including Healthy Smiles (CaliforniaHealthline).
7
Brighten a Future
Situation Analysis
Today Healthy Smiles for Kids of Orange County is a leading organization in non-proft pediatric dental
care, dedicating itself to improve the oral health and well being of Orange Countys underserved children.
Through collaborative programs, Healthy Smiles is proud to offer affordable and accessible
dental treatments, interactive oral health and decay prevention education, advocacy and prevention
services. Healthy Smiles is able to reach kids with extensive prevention and treatment services available
through the Smile Center and The Smile Mobile. With the collaboration through CHOC hospital, we are
able to accommodate special needs children and patients with severe dental issues, many of which would
go untreated without affordable access to pediatric dental care (Bear).
Located in the Childrens Health and Dental Centers state-of-the-art building in Garden Grove, the
7,000-square-foot Smile Center is in a benefcial site to serve its uninsured and underserved patients
ranging from infants through junior high school students at or below the poverty level. Healthy Smiles
serves all races and ethnicities but has a primarily Hispanic and Vietnamese patient-base.
Proactive in its commitment to reach underserved children, the organization provides care to uninsured
families on a sliding-fee scale. It currently accepts Denti-Cal insurance, the dental component of Medi-Cal,
in addition to accepting Healthy Smiles insurance upon referral from patients primary care
provider. An additional service within the Smile Center, SMILELINEOC provides information on dental
treatments, eligibility requirements, insurance, appointment costs, and referrals to low-cost community
dental care facilities in Orange County.
A recent threat to Healthy Smiles extensive services is the proposed California health care
funding cuts in Proposition 10. A major, immediate concern is that the governor wants to cut Proposition
10, which would freeze one third of the organizations major funding (Storey). With the government
funding cuts, Healthy Smiles would lose an estimated $1.5 million a year. Corporations and foundations
gave an estimated $4 million to Healthy Smiles, which will only provide enough funding for one year. If
Proposition 10 is cut, the organization will not have enough funding. The consensus is to protect its
prevention and education programs but could prove diffcult with diminished government support
(Storey).
A large area of concern within the organization is reaching more potential donors and extending its donor
pool, which is particularly crucial if the aforementioned legislation is approved. Healthy Smiles needs to
increase the marketing of its mission and boost brand awareness in a cost-effective way that the
organization can afford (Storey). Researching how the county views similar non-proft organizations is im-
portant in enhancing the organizations identity, and employing better communication with the community
is crucial to expand the organizations visibility in Orange County.
Another diffculty Healthy Smiles faces is acquiring donors who are dentists. The hospital donor
community comprises a large percentage of donations and dental professionals volunteer their time to
serve patients, but the Orange County dental community as a whole has the potential to become a larger
supporter of the organizations pediatric dental efforts (Storey).
8
Save a Smile,
9
Brighten a Future
Core Problem
If Healthy Smiles does not increase community awareness about the severity of pediatric dental
decay and the importance of overall oral health for children in Orange County, the organization
will not achieve donations needed to help sustain it through the upcoming government budget
cuts and will ultimately have to limit its education programs, prevention services, and clinical
hours of operation.
10
Save a Smile,
Goals & Objectives
Create an event in order to boost community awareness and extend educational programs
to children by October 2012.
Devote a minimum of fve hours a week to update the website and social media sites, such
as Facebook, Twitter and YouTube, in order to increase hits by 30 percent by August 2011.
Establish a relationship with a minimum of three local low-income elementary schools by
September 2012.
Send the Smile Mobile to one other school district in the Orange County area by April 2012.
To increase Healthy Smiles visibility and brand awareness in communities across Orange
County.
Objectives
Goal
Goal To increase the amount of individual and corporate donations received by Healthy Smiles.
Secure at least two more corporate sponsors to donate a minimum of $5,000 each by
January 2012.
Establish a reliable donor pipeline of 25 more donors by January 2013.
Improve the use of the e-newsletter to appeal to a larger audience in hopes of seeing a 5 per-
cent increase in donations by August 2011.
Create a campaign that will reach out to high-income families in Orange County and increase
donations by 15 percent by December 2011.
Increase attendees at the Leaders in Oral Health event by 15 percent by January 2013.
Objectives
Goal
Objectives
To reach dental professionals and providers in the Orange County area.
Create a lasting relationship with at least one major dental supplier to donate supplies by May
2012.
Contact fve pediatric dentists who are not already affliated with the organization to volunteer
their time and knowledge by January 2013.
Recruit an additional 10 dental professionals in pediatric dentistry by June 2013.
Get fve dental professionals and providers involved in Healthy Smiles newest fundraising event by
sending them promotional fiers and invitations via mail and email by May 2012.
Place fiers and informational brochures about the organization in a minimum of 10 dental offces
in Orange County by August 2011.
Key Publics
Donors in Orange County
This public consists of individuals, corporations and foundations that have previously donated to
the organization, plan to in the future or are unaware of the organization, but have the resources to
donate. Currently, Healthy Smiles does not have a large amount of individual donors, but does have a few
corporate donors and relies heavily on grants for funding. Therefore, increasing the number of individual
donors will be very benefcial to the organization. For these individual donors, the focus needs to be on
Generation X and people ages 50 and older. This population includes those who are either established
in their careers or are retired and willing to donate a small portion of their discretionary incomes to the
organization on an annual basis.
In addition, these people most likely have children and/or grandchildren, which makes them likely to
be interested in helping improve the health of children in the community. The majority of Generation X is
busy with their careers and the idea of donating is attractive because its convenient and enables them to
help those less fortunate. Those who are in their retirement years may decide they want to give back to
their community by donating a small portion of their life savings.
As for corporations, these donors are able to give larger amounts of money due to their fnancial
power. It would be benefcial for Healthy Smiles to increase their corporate donors because if the
donating companies are well-known and respected, then being affliated with them can help leverage
Healthy Smiles brand and mission. More specifcally, corporate donors encompass all types of businesses
located in both Orange and Los Angeles Countiesfrom sports teams to restaurants to retail stores
and value corporate social responsibility. Therefore, donating money or supplies to an organization like
Healthy Smiles is attractive and can also enhance the companies trust and credibility among the
community at large.
Self-interest:
Becoming part of a bigger cause, improving personal or corporate image,
being invited to donor events, helping those less fortunate, community recognition, seeing a
return on investment/ability to write off taxes.
Infuentials:
Friends who are also donors, community leaders in Orange County, business leaders
in Orange County, celebrities, dental-related organizations, retired/practicing dentists.
11
Brighten a Future
Key Publics
Dentists and Educators in Orange County
A partnership with Healthy Smiles will provide pediatric dentists with frsthand knowledge of the
educational programs and dental treatments employed to prevent and remedy the most severe cases
of dental disease and decay plaguing Orange Countys underserved children. Healthy Smiles is
sustained primarily through the support of its donors, 50 percent of which are local businesses. As a
result, it aims to expand its donor pool by targeting dentists, a key public which has not yet
contributed to the growth of the organization.
In addition, teaming up with local schools in Orange County will allow the Smile Mobile to travel to
elementary schools, in order to educate children on proper oral health and well-being.
Joining forces with Healthy Smiles will allow dentists and educators to contribute
to eradicating Americas leading chronic childhood illness, tooth decay, enhance their
trust, increase their visibility and favorable public opinion, and gain valuable knowledge
of treatments used to remedy the most severe cases of decay and dental disease in
Orange County.
Self-interest:
Infuentials:
Parents, children, teachers, school faculty and staff, donors, and political fgures in
California, specifcally in Orange County
12
Save a Smile,
Key Publics
Orange County Low-Income Families with Children (Ages 0-17)
This public is made up of low-income families living in Orange County, specifcally Caucasian, Hispanic,
and Vietnamese families who are in need of a dental plan for their children. These families are an
important key public for Healthy Smiles because one out of every three children in Orange County
suffers from untreated dental decay, which is higher than the California statewide average. As a result,
it is up to parents to ensure their children receive the treatment and education necessary for
excellent oral health. Although it is diffcult for undeserved families to fnd affordable, high quality
pediatric oral health care in such an affuent area, Healthy Smiles provides accessible services to
Orange County residents. The organization educates underserved families on the importance of oral
health care in addition to the life-threatening risks and negative side effects poor oral health can have
on a childs everyday life. Along with the dental services Healthy Smiles provides, families are also
educated on proper nutrition and oral cleaning procedures.
Self-interest:
Infuentials:
Healthy Smiles low-cost dental services, which are normally very expensive, appeal
to families who at or below the poverty line. Parents will be proud to give their
children happier and healthier lifestyles, which can be passed on to friends and other
family members.
Elementary and middle school faculty and staff members, coaches, youth organization
or club leaders, parents and other extended family members.
13
Brighten a Future
Message Strategies
Campaign:
Goal: To fundraise, educate, and spread awareness that a healthy, successful
and brighter future begins with proper oral care for children.
Donors or Potential Donors
You want to actively support efforts to improve the overall health and lives
of children in Orange County. Your contribution will help decrease oral decay
rates and earn you the recognition as a prominent name in the community.
The severe California health care funding cuts outlined in Proposition 10 pose
a serious threat to Healthy Smiles, which will lose one third, or $1.5 million,
of its major funding. You have the ability now to sustain the organization that
your neighbors rely on for affordable prevention, treatment and education
services from a high quality professional staff, including Orange Countys most
esteemed dentists.
With your help, you and Healthy Smiles will work together to combat
childrens number one chronic childhood illness: tooth decay. Your support will
beneft childrens overall health by lowering their high risk for serious illnesses
linked with tooth decay, including cancer and heart disease, and signifcantly
improve their quality of life.
Orange County needs to continue to decrease oral decay rates to maintain
healthy lives of children in its communities.
Donate to save a smile, brighten a future.
Self Interest
Key Public
Present Issue
Healthy Smiles as Solution
Make Appeal
Heal t hy Smi l es
SMILE
save a
FUTURE
brighten a
14
Save a Smile,
Parents of Patients
As patients of Healthy Smiles, you are the ones who directly beneft from its services.
Healthy Smiles can travel to your childs school with its Smile Mobile and provide your
child with oral screenings, teeth cleaning services, and fuoride treatments as well as
educate your child on proper nutrition and dental habits.
Due to cultural differences and lack of education, oral health is not seen as important
as medical health. You may not be aware of how vital it is to teach your children to
brush their teeth on a daily basis and take other preventative measures to reduce the
likelihood that your children could suffer from tooth decay or other oral problems.
As a leader in pediatric dentistry, Healthy Smiles makes it their mission to inform you
and your children on proper oral care. Not only does Healthy Smiles provide
education, but it will provide dental services that ft your childs needs. Because the
Smile Mobile can travel to your childs school, it is a convenient way for your child to
get treated by a dentist.
Using Healthy Smiles as your childs oral care provider will not only improve your childs
oral health, but it will also improve your childs overall health. Oral decay is a childs frst
disease and with Healthy Smiles help, you can prevent your child from having to
experience it.
Save your childs smile, brighten their future.
Elementary Schools/Teachers
You want Healthy Smiles for Kids of Orange County to travel to your school with the
Smile Mobile to provide your kids oral screenings, teeth cleanings, x-rays and sealant/
fuoride varnish applications and educate them about the importance of daily care,
routine dental visits and proper food nutrition. Your ability to increase the awareness of
oral hygiene will create healthy lives for your students and their families.
Healthy Smiles Smile Mobile does not have enough support from the underserved
elementary school districts in Orange County, which prevents its free services that
improve the lives of children in need.
As part of its community focus, Healthy Smiles for Kids of Orange Countys Smile
Mobile can increase and improve the quality of educational participation in oral health.
Collaborating with Healthy Smiles Smile Mobile will bring positive community
awareness to improve the quality of life for underserved children and work to
eradicate tooth decay--Americas number one childhood illness.
Educate kids to save their smiles, brighten their futures.
Key Public
Key Public
Self Interest
Self Interest
Present Issue
Present Issue
Healthy Smiles
as Solution
Healthy Smiles
as Solution
Make Appeal
Make Appeal
Message Strategies
15
Brighten a Future
16
Save a Smile,
Show potential donors and sponsors how their support is vital to the success of
Healthy Smiles programs and motivate them to donate money or supplies.
Update and maintain an e-newsletter to send to community leaders of Orange County
in the oral health industry.
a) The newsletter will have monthly editions and include dental professional
highlights, successful trips to schools in the Smile Mobile, updates in the pediatric
dental industry, etc.
Send out a direct mail piece to those living in Orange County.
a) Informational literature that explains the importance of oral health and how it
affects overall health.
b) Include statistics of patients already treated by Healthy Smiles coupled with
the high rates of decay in Orange County children to show the necessity of
Healthy Smiles services.
c) Create and send out donation cards that request donations of $25, which
covers the annual cost of care for one child. Included with the donation card is a
picture and story of a child that needed and received treatment from Healthy
Smiles.
Display Healthy Smiles brochures in dental offces and overall health clinics that dont
serve pediatric patients across Orange County. This promotes pediatric dental care
services in practices that dont serve children and shows the importance of Healthy
Smiles services in the community.

Create donor appreciation cards containing the artwork of Healthy Smiles patients
to appeal to donors emotions with a personalized thank you letter. Send out cards to
those who donate to show how their support has affected a childs life. This will include
a picture and story of a child who has been positively affected by Healthy Smiles
services.
Organize a one-mile walk event at the Santa Ana Zoo.
a) Call it A Mile for Smiles.
b) Post information pertaining to the event on Healthy Smiles website.
c) Make posters for the event and ask local businesses to display them.
d) Contact local mommy-bloggers and inform them of the event.
e) Inform local schools of the event to raise participation.
f) Introduce a mascot for Healthy Smiles, Flossosaurus, a dinosaur who
promotes the importance of oral health. Make sure he has a grand entrance for
the event.
Strategy
Tactics
Tactics
Strategy Encourage school districts, administrators, and teachers to include oral health prevention
education programs in elementary school curricula by demonstrating the importance of
early treatment and education for children.
Send the Smile Mobile to various Orange County elementary schools.
a) Provide oral screenings, teeth cleanings, x-rays and sealant/fuoride varnish
applications in a child-friendly atmosphere.
b) Include an educational exhibit teaching children and families the importance of
daily care, routine dental visits and proper food nutrition.
Create a YouTube video for showing what the Smile Mobile does and the impact it has on
children. It will include a tour of the inside of the dental unit and on-site clips of children
learning prevention techniques and receiving basic sealants. It will also include positive
testimonials from teachers and administrators to encourage other schools to adopt the
Smile Mobile program at their schools.
Set up a personal meeting with the new (soon to be hired) Orange County School Board
Physician to create an important relationship with that infuential in the Orange County
school system. His or her support will aid our efforts to encourage schools to accept the
Smile Mobile onto school campuses.
Go door-to-door and meet with principals and administrators to talk about Healthy Smiles
outreach program. Personal interaction will enhance our ability to convince school
decision makers that educational programs are necessary, even if teachers are wary of
adding programs that may detract from class time.
Presenting the benefts of the outreach program to PTAs in schools that are on the fence
about including the program in their curriculum.
Send brochures and personal letters to administrators and faculty to encourage positive
attitudes toward including prevention education in curriculum.
Recruit high school drama classes to put on short educational musicals/skits that tour to
elementary schools and teach kids healthy habits in an entertaining way.
a) Schools can be receptive to allowing other students to educate children in an
assembly environment, more so than having health professionals disrupt class time
with presentations. Positive student role models show young children something to
aspire to and presents positive images about growing up.
b) Skits are tooth fairy themed and incorporate songs and dances that can be
interactive for children but are also highly informational.
17
Brighten a Future
18
Save a Smile,
Strategy
Infuence families and parents in the Orange County community to use educational
materials, exposure on proper oral health practices, and pass on oral health knowledge to
their children.
Create informative online videos on Vimeo that illustrate how pediatric oral health is
treated in the facility.
a) This video will highlight aspects of the Garden Grove Smile Center
including Dotties Kitchen where children can learn to prepare healthy meals.
Videos will include dental professional interviews, clips of procedures on
patients, a highlight of the anesthesia services offered that sets Healthy Smiles
apart from competitors.
Create a webisode series of educational videos that parents can watch with their
children to learn the ways to maintain good oral health.
a) The videos will be interactive and encourage children to practice along with
the demonstrators as they teach how to properly brush and foss. There will
be an emphasis on healthy nutrition and the importance of making healthy
habits a fun, daily routine.
Host oral health demonstration sessions at local churches and daycare centers.
a) Incorporating quick, informative education programs in places where the
community already gathers will extend preventative knowledge to community
members. The demonstrations will be put on by volunteers in tooth fairy and
Flossosaurus costumes that will have prevention quick facts pamphlets to give
to families at the end of the program.
Send fyers and email blasts to parents that include healthy recipes and oral cleaning
methods that can be taught to their children.
a) This tactic will be used less frequently than a monthly e-newsletter but will
be targeted directly to parents.
Design a personalized blog that will assist families to understand the importance of oral
health.
a) The blog will incorporate nutrition information and basic prevention
information but will also extend to overall health tips to maintain healthy
families.
Partner with Pretend City! and have a Dentist for the Day exhibit with a real dental chair
and pretend dental tools.
a) The dental profession will be highlighted to erase fear of the dentist in children
and get them excited about the various aspects of taking care of your teeth.
Tactics
Logos
Competitive Logos
The logo, colors used for Healthy Smiles for Kids of Orange County is
''|o-|eoo|,' |ov|t|o, aoo ooo-t|eateo|o, eact| .|at ea|t| S||es'
manifests its image around. The logo of the H, using two shades of
orange is often associated with playfulness, warmth and vibrance. The
blue shooting star going across to complete H, creates a smile and a
symbolization of hope, renewal, and dreams coming true, which Healthy
Smiles prides itself in granting each child that dream of the perfect smile.
The blue used for the shooting star path is known as the calming,
peaceful, and solitude color. Because of the emotions the colors give,
we believe that Healthy Smiles should keep the logo as is.
The tagline for Healthy Smiles is Its all about the Kids, showing what
Healthy Smiles commits itself to, but because Healthy Smiles full name is
Healthy Smiles for Kids of Orange County, the tagline is repeating what
the name of the organization already conveys.
Healthy Smiles for Kids of Orange County
Recommendation
SMILE
save a
FUTURE
brighten a
Our campaign team recommends using a tagline that is
and/or similar to our campaign theme: save a smile,
brighten the future.
This message shows how imparative proper oral health is,
as it helps a childs future. The blue and the orange
coloring plays off Healthy Smiles current logo and the font
is easy to read, but gives the sense that this organization
has children involved in the mission.
19
Brighten a Future
Logos
blue shooting star going across to complete the H, creates a smile
and a symbolization of hope, renewal, and dreams coming true, which
Healthy Smiles pride itself in granting each child that dream of the
perfect smile. The color blue is known as a calming and peaceful color.
Because of the emotional aspect that the colors portray, we believe
that Healthy Smiles should keep the logo as is.
Logos
Competitive Logos
The logo, colors used for Healthy Smiles for Kids of Orange County is
''|o-|eoo|,' |ov|t|o, aoo ooo-t|eateo|o, eact| .|at ea|t| S||es'
manifests its image around. The logo of the H, using two shades of
orange is often associated with playfulness, warmth and vibrance. The
blue shooting star going across to complete H, creates a smile and a
symbolization of hope, renewal, and dreams coming true, which Healthy
Smiles prides itself in granting each child that dream of the perfect smile.
The blue used for the shooting star path is known as the calming,
peaceful, and solitude color. Because of the emotions the colors give,
we believe that Healthy Smiles should keep the logo as is.
The tagline for Healthy Smiles is Its all about the Kids, showing what
Healthy Smiles commits itself to, but because Healthy Smiles full name is
Healthy Smiles for Kids of Orange County, the tagline is repeating what
the name of the organization already conveys.
Recommendation
SMILE
save a
FUTURE
brighten a
Our campaign team recommends using a tagline that is
and/or similar to our campaign theme: save a smile,
brighten the future.
This message shows how imparative proper oral health is,
as it helps a childs future. The blue and the orange
coloring plays off Healthy Smiles current logo and the font
is easy to read, but gives the sense that this organization
has children involved in the mission.
Logo/Tagline
Recommendation
Swatches and Designs of Theme Logo:
imperative
20
Save a Smile,
a
save a
SMILE
brighten a
FUTURE
Heal t hy Smi l es
Logo/Tagline
Recommendation
Healthy Smiles
Save a Smile,
Brighten a Future
Melissa Rubbelke Allen Baclig Teresa Biviano Heather Silveira Lauren Bruschi Kelsey Dover
21
Brighten a Future
Communication
Potential Donors
and Volunteers
Key Public Self-Interests Primary Message Infuentials
Being part of a bigger cause by
contributing to the oral health and
well-being of children in the OC area,
and help decrease oral decay rates.
Being recognized as a prominent
name in the community, being
acknowledged for generous
donations and involvement with the
nonproft, and improving personal or
corporate image.
Being invited to donor events.
Seeing a return on investment.
To encourage
potential donors to
contribute their time,
money, and/or supplies
to help the organization
succeed fnancially.
To also increase Healthy
Smiles visibility and brand
awareness in
communities across
Orange County.
Donate to save a
smile, brighten a future.
Community leaders and
business leaders, such as
the Orange County City
Council members, the
Orange County Board of
Education, Orange County
Dental Society (OCDS)
members.
Orange County
Families
(primarily Hispanic
and Vietnamese
families)
As patients of Healthy Smiles,
families are the ones who directly
beneft from its services. Healthy
Smiles can provide the children of
these families with oral screenings,
teeth cleaning services, and fuoride
treatments, as well as educate families
on proper nutrition and dental habits.
To have their fnancial needs be
recognized. These low-cost dental
services which are normally very ex-
pensive, will appeal to many families
who are at or below the poverty line.
Parents will be proud to have given
their children improved and healthy
lifestyles, which can then be passed
on to friends and family members.
To be able to communicate their
needs and wants to the nonproft in a
language that they are familiar with.
Save your childs
smile, brighten your
childs future.
Family friends or relatives
that use Healthy Smiles
services, elementary
faculty and staff members,
coaches, youth
organization or club
leaders.
22
Save a Smile,
Confrmation Table
Display HS brochures in dental offces and
health clinics in OC.
Create donor appreciation cards with the
artwork of Healthy Smiles patients with a
personalized thank you letter.
Objectives Strategies Tactics
To increase the amount of
individual and corporate
donations received by
Healthy Smiles by:
Securing at least two more
corporate sponsors to each
donate a minimum of $5,000
by January 2012.
Establishing a reliable
donor pipeline of 25 more
donors by January 2013.
Improving the use of the
e-newsletter to appeal to a
larger audience in hopes of
seeing a 15 percent increase
in donations by January 2013.
Increasing attendees at the
Leaders in Oral Health event
by 15 percent by 2013.
Show potential donors
how their support is vital
to the success of Healthy
Smiles programs, and
motivate them to donate
money or supplies.
Organize a 1 mile walk at the Santa Ana Zoo
(Send Save the Date postcards and post posters
throughout Orange County.)
Update and maintain an e-newsletter to send
to community leaders of OC in the oral health
industry.
Send out a direct mail piece; specifcally
create and send out donation cards that request
$25 donations, which covers the annual cost of care
for one child, and also include a photo of the child
that they can help.
To increase the awareness of
oral decay among
low-income families and
educate them on proper
ways to prevent their
children from experiencing
this disease.
Decrease the number of
repeat visits.
Increase the amount of
support/education materials
passed out to patients and
their families.
Increase the non-profts
outreach to low-income
families throughout the
county.
Infuence families and
parents in the Orange
County community to
use educational materials
and pass on knowledge of
proper oral care to their
children.
Create informative online videos that illustrate
how pediatric oral health is treated in the facility.
Create a webisode series of education videos
that parents can watch with their children to learn
how to maintain good oral health.
Host oral health demonstration sessions at local
churches and day care centers.
Send fyers and email blasts to parents that
include healthy recipes and oral cleaning methods
that can be taught to their children.
Design a personalized blog that will assist
families with understanding the importance of oral
health.
Partner with Pretend City and have a Dentist
for the Day exhibit with a real dental chair and
pretend tools to show kids that the dentist is not a
scary place.
Create a mascot for Healthy Smiles, a face/
character that children and families can relate to or
admire
23
Brighten a Future
Communication
Key Public Self-Interests Primary Message Infuentials
Orange County
Elementary Schools/
Administration and
Dentists
Elementary school children will be
educated on the importance of
daily care, routine dental visits, and
proper food nutrition when the
Smile Mobile is sent to schools to
provide kids with oral screenings,
teeth cleanings, x-rays and sealant/
fuoride varnish applications.
Educate kids to save
their smiles and brighten
their futures.
OC Board of Education
members, faculty and
administration of other
local elementary schools
using Healthy Smiles
services, community
leaders, local
government offcials.
24
Save a Smile,
Confrmation Table
Objectives Strategies Tactics
To help increase awareness of
oral hygiene through school
curriculum programs, and
create healthy lives for the
students and their families by:
Establishing a relationship
with a minimum of three new,
local elementary schools by
Fall 2012.
Create awareness of the
Smile Mobile in order to
reach more schools in OC.
Encourage local school districts,
administrators, and teachers to
include oral health programs in
the school curriculum in order to
demonstrate the importance of
early treatment and education for
children.
Send the Smile Mobile
to various local schools to
provide oral screenings and
teeth cleanings in a
child-friendly atmosphere.
Create a YouTube channel
that streams live videos of
the Smile Mobile cleaning
sessions, as well as inter-
views with the teachers and
children.
Set up a meeting with the
new OC School Board physi-
cian to create a relationship.
Go door-to-door and
meet with principals and
administrators to talk about
Healthy Smiles outreach
program.
Send brochures and
personal letters to admin-
istrators and faculty to
encourage positive attitudes
toward including prevention
education in curriculum.
25
Brighten a Future
26
Calendar
The calendar for the campaign extends over the time period of two years, starting in June 2011
and ending in November 2012. For 2011, the focus for the tactics is on designing and producing
material that will be used long-term, which is essential to re-vamping Healthy Smiles image. In
2012, the tactics switch focus and surround the creation and launch of the special event, A Mile
for Smiles.
Calendar
27
28
Calendar
Calendar
29
30
Save a Smile,
Budget

Item Description Quantity Cost Per Unit Total Cost Estimate
SPECIAL EVENT "Miles for Smiles" 300 Guests
Press Release (in-house) 1 0 0
Feature Story
Writer's Fee (in-house) 1 0 0
Posters
Printing 500 1 500
Distribution (handing it out)
Newsletter
Printing 500 0.97 485
Postage 0.42 210
Graphic designer's fee (in-house) 1 0 0
Photographer's fee and expenses (in-house) 1 0 0
Pitch Letter
via e-mail 0
Media Alert
via e-mail 0
Brochure
Graphic designer's fee (in-house)
Distribution 500 0.87 435
Printing 500
RAFFLE ITEMS
Balboa Bay Club or Hyatt Hotel (donated service)
Tickets 2 0 0
USC School of Dentistry, Safeguard & Everyday Day
Dental (donated service)
Toothbrushes & Floss 300 0
Dave & Busters
Free Birthday Party 1 0
Memories of Me Photography (donated service)
Free Phootshoot 1 0
Aquarium of Pacific (donated service)
Tickets 4 0
EVENT LOGISTICS
Volunteers (in-house) 50 0
Photographers (in-house) 3 0
DJ (in-house) 1 0
Santa Ana Valley High Cheer Team (community
service) 15
0
Venue use 1 800 800
MISC
Invitations
Simple 500 1 500
Translation services (in-house)
Save the date card
Postcard with postage 350 1 350
E-mail
Budget Total: $4,599
Budget
31
Brighten a Future
Thank you
Postage 200 0.42 84
Printing 200 0.75 150
Mascot: Flossosaurus costume
Costume (www.buycostumes.com) 1 35 35
Social Media (in-house)
Flicker, Twitter, Facebook, Tumblr, YouTube & Vimeo 0 0
Videographer fee (donated service) 0 0
Website
Web Designer (in-house) 1 0 0
Programmer (in-house) 1 0 0
RENTAL MATERIAL (events)
Round Tables 5 10 50
Chairs 300 3 900
Canopy 10 10 100
FOOD
Corner's Bakery (donated)
Delicious sandwiches 350
Costco (in-house)
Water 350 0 0
Vitamin water 350 0 0
BJ's Brewhouse (donated)
Pizza 350 0 0
Dessert 350 0 0
Grand Total: 4599

Objective 1:
Devote a minimum of fve hours a week to update the website and social media sites (Facebook,
Twitter, and YouTube) and increase hits by 10 percent by August 2011.
Evaluation Tactics:
Healthy Smiles will track the number of website hits to their existing website for two
months prior to August 2011.
Healthy Smiles will then track the number of website hits to the new website for three
months after launching the new website in August 2011.
Healthy Smiles will track the number of donors, patients, and volunteers who found out about the
organization or had inquires through the old website, prior to August 2011.
Healthy Smiles will track the number of donors, patients, and volunteers who found out about the
organization or had inquires through the launch of the new website, in August 2011.
Healthy Smiles will track the number of Facebook fans, Twitter and YouTube followers they had
prior to August 2011.
Objective 2:
Improve the use of the e-newsletter to appeal to a larger audience in hopes of seeing a 5 percent
increase in monetary donations by August 2011.
Evaluation Tactics:
Healthy Smiles will keep an inventory of book donations they have received prior to
August 2011.
Healthy Smiles will then count the number of donations they have received after
August 2011.
Healthy Smiles will track how many people signed up for the e-newsletter prior to August 2011.
Healthy Smiles will track how many donors donated because they received the newsletter prior to
August 2011.
Healthy Smiles will track how many donors donated because they received the newsletter in
August 2011.
Objective 3:
Establish a relationship with a minimum of three local elementary schools in low-income areas by the
September 2012.
Evaluation tactics:
Healthy Smiles will compile a list of low-income elementary schools prior to September 2011.
Healthy Smiles will then list the number of pre-kindergarten programs after September
2011.
Healthy Smiles will evaluate the number of direct mail pieces, fyers, brochures, and posters to
attract the elementary schools, inform them on the importance of oral health, and show the
successfulness of the Smile Mobile prior to September 2011.
Healthy Smiles will keep track of the amount of collateral pieces they send out between September
Evaluation Tactics
32
Save a Smile,
2011 and September 2012. This will measure their success of how many impressions were made
and how many the elementary schools developed a relationship with Healthy Smiles because of the
collateral pieces.
Objective 4:
Evaluation Tactics:
Healthy Smiles will track the number of articles that mention Healthy Smiles in both newspaper and
trade publications (print and internet) throughout the year, paying specifc attention after recent Healthy
Smiles events, such as the A Mile for Smiles, and Leaders in Oral Health Awards Ceremony.
Objective 5:
Create a campaign that will reach out to high-income families in Orange County and increase in-kind
donations by 5 percent by December 2011.
Evaluation Tactics:
Healthy Smiles will keep an inventory of in-kind donations prior to December 2011.
Healthy Smiles will then look and evaluate their new inventory sheet after December 2011 to see
how many donations they received because of the campaign.
Healthy Smiles will keep an extensive list of the donor organization partnerships (focusing on Dental
Care industry) and family donors prior to December 2011.
Healthy Smiles will keep an extensive list of the donor organization partnerships and family donors in
December 2011.
Objective 6:
Create an event in order to increase capital, boost community awareness and extend educational
programs to children by October 2012.
Evaluation Tactics:
Healthy Smiles will keep an inventory of book donations and volunteers they have received prior to
October 2012.
Healthy Smiles will then count the number of donations and volunteers they have received after
October 2012- particularly after their event, A Mile for Smiles.
Healthy Smiles will see how many children and families are educated on the importance of oral health
by keeping track of how many previous patients return to the clinic with cavities before and after the
event.
Evaluation Tactics
33
Brighten a Future
Recommendation
Flossosaurus Rex
Healthy Smiles should incorporate a mascot spokesperson into its public relations plan in order to appeal
to its patients, get information out better, and increase brand recognition. The character that we
developed to represent Healthy Smiles is a dinosaur named, Flossosaurus Rex.
Flossosaurus promotes healthy eating and brushing habits that children and patients of Healthy Smiles can
learn from. Having an actual mascot will help Healthy Smiles educate its patients about the importance
of oral health, especially since children are more likely to listen to a friendly dinosaur rather than a doctor,
which can be intimidating. Similar to the American Dental Associations mascot, Dudley the Dinosaur,
Healthy Smiles could make a story about how Dudley and Flossosaurus were related to each other. For
example, Flossosaurus is Dudleys cousin or younger brother.
The mascot could also be used at events or workshops hosted by Healthy Smiles in order to create a
more personal connection between the company and its patients. Overall, by associating a fun character
.|t| t|e ooooot, c|||oeo .||| ee| |ess oevoos aboot v|s|t|o t|e oeot|st, aoo .||| t|eo be ab|e to ocos
on living a healthier lifestyle.
Recommendation
From the moment one walks into Healthy Smiles for Kids of Orange County, it is clear that
Healthy Smiles is a safe and friendly environment, upholding itself to the highest ethical and moral
standards.
The Arthur Pages seven principles for public relations reinstates these standards through actions
and ideas to keep the public informed and to recognize the hard work that Healthy Smiles does
for the community.
Guide through Public Relations
Arthur W. Pages Seven Principles for Public Relations
Tell the truth. Let the public know whats happening and provide an accurate picture of the
companys character, ideals and practices.
Prove it with action. Public perception of an organization is determined 90 percent by what it
does and 10 percent by what it says.
Listen to the customer. To serve the company well, understand what the public wants and needs.
Keep top decision makers and other employees informed about public reaction to company prod-
ucts, policies and practices.
Manage for tomorrow. /ot|c|oate oob||c eact|oo aoo e|||oate oact|ces t|at ceate o|co|t|es.
Generate goodwill.
Conduct public relations as if the whole company depends on it. Corporate relations is a man-
agement function. No corporate strategy should be implemented without considering its impact
on the public. The public relations professional is a policymaker capable of handling a wide range of
corporate communications activities.
Realize a companys true character is expressed by its people. T|e stooest oo|o|oos -- ooo o
bao -- aboot a cooao ae s|aoeo b t|e .oos aoo oeeos o |ts eo|oees. /s a eso|t, eve
eo|oee -- act|ve o et|eo -- |s |ovo|veo .|t| oob||c e|at|oos. |t |s t|e esooos|b|||t o coooate
communications to support each employees capability and desire to be an honest, knowledgeable
abassaoo to costoes, |eoos, s|aeo.oes aoo oob||c oc|a|s.
Remain calm, patient and good-humored. Lay the groundwork for public relations miracles with
coos|steot aoo easooeo atteot|oo to |ooat|oo aoo cootacts. T||s a be o|co|t .|t| tooa's
cooteot|oos 2+-|oo oe.s cc|es aoo eoo|ess oobe o .atc|oo oao|zat|oos. 3ot .|eo a c|s|s
arises, remember, cool heads communicate best.
http://www.awpagesociety.com/site/resources/page_principles/
34
Save a Smile,
Recommendation
From the moment one walks into Healthy Smiles for Kids of Orange County, it is clear that
Healthy Smiles is a safe and friendly environment, upholding itself to the highest ethical and moral
standards.
The Arthur Pages seven principles for public relations reinstates these standards through actions
and ideas to keep the public informed and to recognize the hard work that Healthy Smiles does
for the community.
Guide through Public Relations
Arthur W. Pages Seven Principles for Public Relations
Tell the truth. Let the public know whats happening and provide an accurate picture of the
companys character, ideals and practices.
Prove it with action. Public perception of an organization is determined 90 percent by what it
does and 10 percent by what it says.
Listen to the customer. To serve the company well, understand what the public wants and needs.
Keep top decision makers and other employees informed about public reaction to company prod-
ucts, policies and practices.
Manage for tomorrow. /ot|c|oate oob||c eact|oo aoo e|||oate oact|ces t|at ceate o|co|t|es.
Generate goodwill.
Conduct public relations as if the whole company depends on it. Corporate relations is a man-
agement function. No corporate strategy should be implemented without considering its impact
on the public. The public relations professional is a policymaker capable of handling a wide range of
corporate communications activities.
Realize a companys true character is expressed by its people. T|e stooest oo|o|oos -- ooo o
bao -- aboot a cooao ae s|aoeo b t|e .oos aoo oeeos o |ts eo|oees. /s a eso|t, eve
eo|oee -- act|ve o et|eo -- |s |ovo|veo .|t| oob||c e|at|oos. |t |s t|e esooos|b|||t o coooate
communications to support each employees capability and desire to be an honest, knowledgeable
abassaoo to costoes, |eoos, s|aeo.oes aoo oob||c oc|a|s.
Remain calm, patient and good-humored. Lay the groundwork for public relations miracles with
coos|steot aoo easooeo atteot|oo to |ooat|oo aoo cootacts. T||s a be o|co|t .|t| tooa's
cooteot|oos 2+-|oo oe.s cc|es aoo eoo|ess oobe o .atc|oo oao|zat|oos. 3ot .|eo a c|s|s
arises, remember, cool heads communicate best.
http://www.awpagesociety.com/site/resources/page_principles/
35
Brighten a Future
Communication
Tools
H
e
a
l
t
h
y

S
m
i
l
e
s

F
o
r

K
i
d
s

o
f

O
r
a
n
g
e

C
o
u
n
t
y

A
l
l
e
n

B
a
c
l
i
g

H
e
a
t
h
e
r

S
i
l
v
e
i
r
a

K
e
l
s
e
y

D
o
v
e
r

L
a
u
r
e
n

B
r
u
s
c
h
i

M
e
l
i
s
s
a

R
u
b
b
e
l
k
e

T
e
r
e
s
a

B
i
v
i
a
n
o
h
t
t
p
:
/
/
w
w
w
.
h
e
a
l
t
h
y
s
m
i
l
e
s
o
c
.
o
r
g
/
S
M
I
L
E
s
a
v
e

a
F
U
T
U
R
E
b
r
i
g
h
t
e
n

a
Heal t hy Smi l es
SMILE
save a
FUTURE
brighten a
News Release
New Collaboration with Santa Ana School and Childrens Nonproft Healthy Smiles to Combat
Pediatric Oral Health Issues
SANTA ANA, Calif. - April 6, 2011 In an effort to expand its reach to more Orange County
low-income children, Healthy Smiles for Kids of Orange County has forged a new partnership with Santa
Ana Valley High School to screen and treat more children on-site with The Smile Mobile, a dentists offce
on wheels.
The partnership will begin during the fall 2011 school semester and last through the 2011-12 academic
school year. The community outreach program will include treatment, cleanings, and interactive prevention
education for children in the surrounding neighborhood.
Healthy Smiles' Outreach Preventative Team screened, treated and educated 7,108 children
throughout schools in Orange County during the 2009-10 school year, and with the addition of the
Valley High location will serve hundreds more underserved local children. The Smile Mobile has previously
brought prevention programs to 37 schools in nine different Orange County school districts.
According to Liz Bear, CEO of Healthy Smiles, For many children and families, fnding and receiving dental
care is a challenge because of transportation issues, and many parents cant afford to take time off work
to visit the dentist. The Smile Mobile outreach program often treats many elementary-aged children for
their very frst time, who otherwise would not have received the important fuoride and sealant
treatments kids need to ensure oral health.
The Smile Mobile is a fully functional, wheelchair accessible, two-chair dental facility in a converted RV
unit. Its mobility allows the Healthy Smiles team to reach underserved children in their own
neighborhoods, many of which would not receive dental attention without the ease of accessibility that
The Smile Mobile affords. It focuses on assisting underserved, low-income children with limited to no
health insurance for dental procedures including oral screenings, teeth cleanings, x-rays, sealant and
fuoride varnish applications. Its prevention program includes an educational exhibit with an
underwater, sea life theme that teaches children and families the importance of daily oral care, routine
dental visits and proper food nutrition.
Our goal at Healthy Smiles is to eradicate tooth decay in children, which is the frst and foremost chronic
childhood disease, said Bear.
About Healthy Smiles
Healthy Smiles for Kids of Orange County was founded in 2003 by El Viento co-founder and Vice
Chairman John C. Jack Shaw. Together with the aid of the Children & Families Commission of Orange
County, Shaw and co-founder Dottie Andrews recognized the severity of the dental health care shortage
and recruited a dedicated group of talented health care professionals and community leaders with the
shared belief, Its all about the kids! Through an extensive combination of prevention, education,
treatment programs and advocacy, Healthy Smiles is able to serve and beneft thousands of deserving
children every year in its mission to eradicate pediatric tooth decay.
For more information, visit www.Healthysmilesoc.org or contact Jeanette Storey, (714) 537-0700 ext.
7928, jstorey@healthysmilesoc.org
###
38
Save a Smile,
Feature Article
Theres Something for Santa Ana Elementary School Students to Smile About
SANTA ANA, Calif.- Five-year-old Neveah Alvarado has never met a dentist. In fact, one in four Califor-
nian children have never been to a dentist, according to the health advocacy group, California Healthcare
Foundation.
Healthy Smiles for Kids of Orange County is changing this statistic for Santa Anas Adams Elementary
School. The newest project by Healthy Smiles, the Smile Mobile visited Adams students for an afternoon
about oral healthcare.
Adams Elementarys students rarely visit the dentist or doctor, as over sixty percent of the childrens
parents do not have any medical insurance due to high costs, said Adams principal Melanie Champion, if
it was not for Healthy Smiles Smile Mobile, it is very unlikely that our students would visit a dentist, she
said.
The Smile Mobile RV unit, is a two-chair dental facility, on wheels, providing oral screenings, teeth
cleanings, x-rays and sealant/fuoride varnish applications in a child-friendly atmosphere. Funded by the
Pacifc Life Foundation, it has increased access to dental care for uninsured and underinsured children.
With wheelchair accessibility, underwater sea life paintings and childrens television programs the Smile
Mobile allows to visit the dentist without fear.
I thought the dentist was scary, but I got to dance like the tooth fairy and eat apples, said Alvarado, I
want to go every day.
The Smile Mobile visit includes an education exhibit teaching children and families the importance of daily
care, routine dental visits and proper food nutrition.
A Santa Ana Elementary School student gets a oral screening on one of the dental chairs inside
Healthy Smiles for Kids of Orange Countys Smile Mobile.
39
Brighten a Future
Brochure
(English Front)

C
O
M
U
N
I
Q
U
E
S
E

C
O
N

N
O
S
O
T
R
O
S
:

1
0
6
0
2

C
h
a
p
m
a
n

A
v
e
.

S
u
i
t
e

2
0
0

G
a
r
d
e
n

G
r
o
v
e
,

C
A

9
2
8
4
0

A
d
m
i
n
i
s
t
r
a
t
i
v
e

O
f
f
i
c
e
:

(
7
1
4
)

5
3
7
-
0
7
0
0

S
M
I
L
E
L
I
N
E
O
C
:

(
7
1
4
)

6
3
8
-
7
6
3
7

O
U
R

M
I
S
I
O
N
:
T
o

i
m
p
r
o
v
e

t
h
e

o
r
a
l

h
e
a
l
t
h

o
f

c
h
i
l
-
d
r
e
n

i
n

O
r
a
n
g
e

C
o
u
n
t
y

t
h
r
o
u
g
h

c
o
l
l
a
b
o
r
a
t
i
v
e

p
r
o
g
r
a
m
s

d
i
r
e
c
t
e
d

a
t
:

|
|
|
V
|
|
T
|
C
|

E
D
U
C
A
T
I
O
N

A
C
C
E
S
S

T
O

T
R
E
A
T
M
E
N
T

/
|
V
C
C
/
C
Y
O
U
R

C
L
I
N
I
C
:
L
o
c
a
t
e
d

i
n

t
h
e

C
h
i
l
d
r
e
n
s

H
e
a
l
t
h

a
n
d

D
e
n
t
a
l

C
e
n
t
e
r

i
n

G
a
r
d
e
n

G
r
o
v
e
,

H
e
a
l
t
h
y

S
m
i
l
e
s

F
o
r

K
I
d
s

o
f

O
r
a
n
g
e

C
o
u
n
t
y
s

S
m
i
l
e

C
e
n
t
e
r

o
f
f
e
r
s

c
h
i
l
-
d
r
e
n

f
r
o
m

u
n
d
e
r
s
e
r
v
e
d

f
a
m
i
l
i
i
e
s

q
u
a
l
i
t
y
,

a
f
f
o
r
d
a
b
l
e

a
n
d

p
r
o
m
p
t

p
e
d
i
-
a
t
r
i
c

d
e
n
t
a
l

c
a
r
e
.

C
O
N
T
A
C
T

U
S
:
1
0
6
0
2

C
h
a
p
m
a
n

A
v
e
.

S
u
i
t
e

2
0
0
G
a
r
d
e
n

G
r
o
v
e
,

C
A

9
2
8
4
0
A
d
m
i
n
i
s
1
r
o
1
i
v
e

O
c
e
:

(
7
I
4
)

5
3
7
-
0
7
0
0
5
M
J
L
L
L
J
N
L
O
C
:

(
7
I
4
)

6
3
8
-
7
6
3
7
D
E
N
T
A
L

S
E
R
V
I
C
E
S
:

C
e
o
e
a
|

c
|
e
c
'
-
o
o
s

E
n
d
o
d
o
n
t
i
c

t
r
e
a
t
m
e
n
t

G
e
n
e
r
a
l

a
n
e
s
t
h
e
s
i
a

a
n
d

o
r
a
l

s
e
d
a
t
i
o
n

P
h
a
s
e

1

a
n
d

o
t
h
e
r

l
i
m
i
t
e
d

s
c
o
p
e

o
r
t
h
o
d
o
n
t
i
c

s
e
r
v
i
c
e
s
E
D
U
C
A
T
I
O
N
:
T
o
o
t
h

F
a
i
r
y

L
e
a
r
n
i
n
g

C
e
n
t
e
r

i
n
-
c
|
o
o
e
s

-

a
c
c
e
s
s

t
o

a
t
s

8

c
t
s
,

|
o
-
t
e
r
a
c
t
i
v
e

c
o
m
p
u
t
e
r

s
t
a
t
i
o
n
s
,

p
u
p
p
e
t

s
h
o
w
s
,

n
u
t
r
i
t
i
o
n

a
n
d

h
y
g
i
e
n
e

l
e
a
r
n
i
n
g
,

a
o
o

a

'
|
o
-
|
e
o
o
|

s
c
|
e
o
c
e

|
a
b
.
O
U
R

S
M
I
L
E

M
O
B
I
L
E
:
O
u
r

S
m
i
l
e

M
o
b
i
l
e

i
s

a

d
e
n
t
a
l

f
a
c
i
l
i
t
y

o
n

w
h
e
e
l
s

t
h
a
t

t
r
a
v
e
l
s

t
o

d
i
f
f
e
r
-
e
n
t

s
c
h
o
o
l
s

a
n
d

c
o
m
m
u
n
i
t
y

c
e
n
t
e
r
s

t
h
r
o
u
g
h
o
u
t

O
r
a
n
g
e

C
o
u
n
t
y
.
T
O

D
O
N
A
T
E

O
R

F
I
N
D

O
U
T

M
O
R
E

A
B
O
U
T

O
U
R

P
R
O
G
R
A
M
S
,

V
I
S
I
T
:
h
1
1
p
:
/
/
w
w
w
.
h
e
o
l
1
h
y
s
m
i
l
e
s
o
c
.
o
r
g
/

s
a
v
e

a
S
M
I
L
E
b
r
i
g
h
t
e
n

a
F
U
T
U
R
E

C
O
M
U
N
I
Q
U
E
S
E

C
O
N

N
O
S
O
T
R
O
S
:

1
0
6
0
2

C
h
a
p
m
a
n

A
v
e
.

S
u
i
t
e

2
0
0

G
a
r
d
e
n

G
r
o
v
e
,

C
A

9
2
8
4
0

A
d
m
i
n
i
s
t
r
a
t
i
v
e

O
f
f
i
c
e
:

(
7
1
4
)

5
3
7
-
0
7
0
0

S
M
I
L
E
L
I
N
E
O
C
:

(
7
1
4
)

6
3
8
-
7
6
3
7

O
U
R

M
I
S
S
I
O
N
:
T
o

i
m
p
r
o
v
e

t
h
e

o
r
a
l

h
e
a
l
t
h

o
f

c
h
i
l
d
r
e
n

i
n

O
r
a
n
g
e

C
o
u
n
t
y

t
h
r
o
u
g
h

c
o
l
l
a
b
o
r
a
t
i
v
e

p
r
o
g
r
a
m
s

d
i
r
e
c
t
e
d

a
t
:

P
R
E
V
E
N
T
I
O
N

E
D
U
C
A
T
I
O
N

A
C
C
E
S
S

T
O

T
R
E
A
T
M
E
N
T

A
D
V
O
C
A
C
Y
O
U
R

C
L
I
N
I
C
:
L
o
c
a
t
e
d

i
n

t
h
e

C
h
i
l
d
r
e
n
s

H
e
a
l
t
h

a
n
d

D
e
n
t
a
l

C
e
n
t
e
r

i
n

G
a
r
d
e
n

G
r
o
v
e
,

H
e
a
l
t
h
y

S
m
i
l
e
s

F
o
r

K
I
d
s

o
f

O
r
a
n
g
e

C
o
u
n
t
y
s

S
m
i
l
e

C
e
n
t
e
r

o
f
f
e
r
s

c
h
i
l
-
d
r
e
n

f
r
o
m

u
n
d
e
r
s
e
r
v
e
d

f
a
m
i
l
i
i
e
s

q
u
a
l
i
t
y
,

a
f
f
o
r
d
a
b
l
e

a
n
d

p
r
o
m
p
t

p
e
d
i
-
a
t
r
i
c

d
e
n
t
a
l

c
a
r
e
.

C
O
N
T
A
C
T

U
S
:
1
0
6
0
2

C
h
a
p
m
a
n

A
v
e
.

S
u
i
t
e

2
0
0
G
a
r
d
e
n

G
r
o
v
e
,

C
A

9
2
8
4
0
A
d
m
i
n
i
s
t
r
a
t
i
v
e

O
f
f
c
e
:

(
7
1
4
)

5
3
7
-
0
7
0
0
S
M
I
L
E
L
I
N
E
O
C
:

(
7
1
4
)

6
3
8
-
7
6
3
7
D
E
N
T
A
L

S
E
R
V
I
C
E
S
:

G
e
n
e
r
a
l

c
h
e
c
k
-
u
p
s

E
n
d
o
d
o
n
t
i
c

t
r
e
a
t
m
e
n
t

G
e
n
e
r
a
l

a
n
e
s
t
h
e
s
i
a

a
n
d

o
r
a
l

s
e
d
a
t
i
o
n

P
h
a
s
e

1

a
n
d

o
t
h
e
r

l
i
m
i
t
e
d

s
c
o
p
e

o
r
t
h
o
d
o
n
t
i
c

s
e
r
v
i
c
e
s
E
D
U
C
A
T
I
O
N
:
T
o
o
t
h

F
a
i
r
y

L
e
a
r
n
i
n
g

C
e
n
t
e
r

i
n
c
l
u
d
e
s

-

a
c
c
e
s
s

t
o

a
r
t
s

&

c
r
a
f
t
s
,

i
n
t
e
r
a
c
t
i
v
e

c
o
m
p
u
t
e
r

s
t
a
t
i
o
n
s
,

p
u
p
p
e
t

s
h
o
w
s
,

n
u
t
r
i
t
i
o
n

a
n
d

h
y
g
i
e
n
e

l
e
a
r
n
i
n
g
,

a
n
d

a

k
i
d
-
f
r
i
e
n
d
l
y

s
c
i
e
n
c
e

l
a
b
.
O
U
R

S
M
I
L
E

M
O
B
I
L
E
:
O
u
r

S
m
i
l
e

M
o
b
i
l
e

i
s

a

d
e
n
t
a
l

f
a
c
i
l
i
t
y

o
n

w
h
e
e
l
s

t
h
a
t

t
r
a
v
e
l
s

t
o

d
i
f
f
e
r
e
n
t

s
c
h
o
o
l
s

a
n
d

c
o
m
m
u
n
i
t
y

c
e
n
t
e
r
s

t
h
r
o
u
g
h
o
u
t

O
r
a
n
g
e

C
o
u
n
t
y
.
T
O

D
O
N
A
T
E

O
R

F
I
N
D

O
U
T

M
O
R
E

A
B
O
U
T

O
U
R

P
R
O
G
R
A
M
S
,

V
I
S
I
T
:
h
t
t
p
:
/
/
w
w
w
.
h
e
a
l
t
h
y
s
m
i
l
e
s
o
c
.
o
r
g
/

40
Save a Smile,
Brochure
(English Back)

S
a
v
e

a

S
m
i
l
e
,

B
r
i
g
h
t
e
n

a

F
u
t
u
r
e
!

T
h
e

t
r
u
t
h

a
b
o
u
t

p
e
d
i
a
t
r
i
c

d
e
n
t
a
l

d
e
c
a
y
:
T
o
o
t
h

d
e
c
a
y

i
s

t
h
e

s
i
n
g
l
e

m
o
s
t

c
o
m
m
o
n

c
h
r
o
n
i
c

d
i
s
e
a
s
e

o
f

c
h
i
l
d
h
o
o
d

i
n

t
h
e

U
.
S
.

1

i
n

3

k
i
d
s

i
n

O
r
a
n
g
e

C
o
u
n
t
y

s
u
f
f
e
r
s

f
r
o
m

o
r
a
l

t
o
o
t
h

d
e
c
a
y
.

O
r
a
n
g
e

C
o
u
n
t
y

h
a
s

t
h
e

h
i
g
h
e
s
t

r
a
t
e

o
f

t
o
o
t
h

d
e
c
a
y

i
n

a
l
l

o
f

C
a
l
i
f
o
r
n
i
a
.

C
h
i
l
d
r
e
n

i
n

C
a
l
i
f
o
r
n
i
a

w
i
t
h
o
u
t

d
e
n
t
a
l

i
n
s
u
r
a
n
c
e

(
5
9
%
)

a
r
e

m
o
r
e

l
i
k
e
l
y

t
o

m
i
s
s

t
w
o

o
r

m
o
r
e

s
c
h
o
o
l

d
a
y
s

p
e
r

y
e
a
r

d
u
e

t
o

a

d
e
n
t
a
l

p
r
o
b
l
e
m

t
h
a
n

c
h
i
l
d
r
e
n

w
i
t
h

p
r
i
v
a
t
e

d
e
n
t
a
l

i
n
s
u
r
a
n
c
e

(
3
3
%
)
.
T
h
e

c
o
s
t

t
o

r
e
m
e
d
y

t
o
o
t
h

d
e
c
a
y

o
o
b
|
e
s

|
s

t
o
o

|
|

|
o
.
-
|
o
c
o
e

f
a
m
i
l
i
e
s
.

C
o
e

|
o

v
e

(
+
.
8

|
|
|
|
o
o
)

C
a
|
|
o
|
a

c
h
i
l
d
r
e
n

d
o
e
s

n
o
t

h
a
v
e

d
e
n
t
a
l

c
o
v
e
r
a
g
e
.
T
h
e

T
o
o
t
h

H
u
r
t
s
!
l
o
l
l
o
w

u
s

o
n

l
o
c
e
b
o
o
k

o
r

T
w
i
t
t
e
r
!
41
Brighten a Future
Brochure
(Spanish Front)

C
O
M
U
N
I
Q
U
E
S
E

C
O
N

N
O
S
O
T
R
O
S
:

1
0
6
0
2

C
h
a
p
m
a
n

A
v
e
.

S
u
i
t
e

2
0
0

G
a
r
d
e
n

G
r
o
v
e
,

C
A

9
2
8
4
0

A
d
m
i
n
i
s
t
r
a
t
i
v
e

O
f
f
i
c
e
:

(
7
1
4
)

5
3
7
-
0
7
0
0

S
M
I
L
E
L
I
N
E
O
C
:

(
7
1
4
)

6
3
8
-
7
6
3
7

N
U
E
S
T
R
A

M
I
S
I
O
N
:
P
a
r
a

m
e
j
o
r
a
r

l
a

s
a
l
u
d

d
e
n
t
a
l

d
e
l

n
i
n
o

e
n

O
r
a
n
g
e

C
o
u
n
t
y

a

t
r
a
v
e
s

d
e

p
r
o
g
r
a
m
a
s

d
i
r
i
g
i
d
o
s

a

|
|
|
V
|
|
C
|
C
|

E
D
U
C
A
C
I
O
N

T
R
A
T
A
M
I
E
N
T
O
S

D
E
F
E
N
S
A
N
U
E
S
T
R
A

C
L
I
N
I
C
A
:
E
s
t
a

l
o
c
a
l
i
z
a
d
a

e
n

G
a
r
d
e
n

G
r
o
v
e
,

o
f
r
e
c
e

a

l
o
s

n
i
n
o
s

d
e

b
a
j
o
s

r
e
c
u
r
-
s
o
s

c
a
l
i
d
a
d

e
n

e
l

s
e
r
v
i
c
i
o
,

b
a
r
a
t
o
,

y

p
r
o
n
t
o
.

C
O
M
U
N
I
Q
U
E
S
E

C
O
N

N
O
S
O
T
R
O
S
:
1
0
6
0
2

C
h
a
p
m
a
n

A
v
e
.

S
u
i
t
e

2
0
0
G
a
r
d
e
n

G
r
o
v
e
,

C
A

9
2
8
4
0
A
d
m
i
n
i
s
1
r
o
1
i
v
e

O
c
e
:

(
7
I
4
)

5
3
7
-
0
7
0
0
5
M
J
L
L
L
J
N
L
O
C
:

(
7
I
4
)

6
3
8
-
7
6
3
7
S
E
R
V
I
C
I
O
S

D
E
N
T
A
L
E
S
:

C
h
e
q
u
e
o
s

g
e
n
e
r
a
l
e
s
T
r
a
t
a
m
i
e
n
t
o
s

d
e

e
n
d
o
d
o
n
c
i
a

A
n
e
s
t
e
s
i
a

g
e
n
e
r
a
l

y

s
e
d
a
c
i
o
n

o
r
a
l

O
t
r
o
s

s
e
r
v
i
c
i
o
s

o
r
t
o
d
o
n
t
i
c
o
s
E
D
U
C
A
C
I
O
N
:
T
o
o
t
h

F
a
i
r
y

L
e
a
r
n
i
n
g

C
e
n
t
e
r

i
n
-
c
l
u
y
e

a
c
c
e
s
o

a

a
r
t
e

y

o
b
r
a
s

m
a
n
u
-
a
l
e
s
,

e
s
t
a
c
i
o
n
e
s

d
e

c
o
m
p
u
t
a
d
o
r
e
s
,

e
s
p
e
c
t
a
c
u
l
o
s

c
o
n

t
i
t
e
r
e
s
,

e
n
s
e
n
a
n
z
a

d
e

n
u
t
r
i
c
i
o
n

y

h
i
g
i
e
n
e
,

y

l
a
b
o
r
a
t
o
r
i
o

d
e

c
i
e
n
c
i
a
s

p
a
r
a

n
i
n
o
s
.
N
U
E
S
T
R
O

S
M
I
L
E

M
O
B
I
L
E
:
E
s
t
e

S
m
i
l
e

M
o
b
i
l
e

e
s

u
n

c
e
n
t
r
o

c
o
n

l
l
a
n
t
a
s

q
u
e

v
i
a
j
a

a

d
i
f
e
r
e
n
t
e
s

e
s
c
u
e
l
a
s

y

c
o
m
u
n
i
d
a
d
e
s

e
n

O
r
a
n
g
e

C
o
u
n
t
y
.
P
A
R
A

D
O
N
A
R

O
R

S
A
B
E
R

M
A
S

D
E
L

P
R
O
G
R
A
M
A
,

V
I
S
I
T
E
:
h
1
1
p
:
/
/
w
w
w
.
h
e
o
l
1
h
y
s
m
i
l
e
s
o
c
.
o
r
g
/
S
M
I
L
E
s
a
v
e

a
F
U
T
U
R
E
b
r
i
g
h
t
e
n

a
42
Save a Smile,
Brochure
(Spanish Back)

S
a
v
e

a

S
m
i
l
e
,

B
r
i
g
h
t
e
n

a

F
u
t
u
r
e
!

L
a

v
e
r
d
a
d

s
o
b
r
e

l
a

c
a
r
i
e
s

d
e
n
t
a
l

d
e

l
o
s

n
i
n
o
s
:

C
a
r
i
e
s

d
e
n
t
a
l

e
s

l
a

e
n
f
e
r
m
e
d
a
d

m
a
s

c
r
o
n
i
c
a

e
n

l
o
s

n
i
n
o
s

d
e

l
o
s

E
s
t
a
d
o
s

U
n
i
d
o
s
.

U
n
o

d
e

c
a
d
a

t
r
e
s

n
i
n
o
s

e
n

o
r
a
n
g
e

c
o
u
n
t
y

s
u
f
r
e

d
e

c
a
r
i
e
s

d
e
n
t
a
l
.

O
C

t
i
e
n
e

e
l

m
a
s

a
l
t
o

p
o
r
c
e
n
t
a
j
e

d
e

c
a
r
i
e
s

d
e
n
t
a
l

e
n

c
a
l
i
f
o
r
n
i
a
.

L
o
s

n
i
n
o
s

e
n

c
a
l
i
f
o
r
n
i
a

s
i
n

s
e
g
u
r
o

d
e
n
t
a

(
5
9
%
)

t
i
e
n
e
n

m
a
s

p
o
s
i
b
i
l
i
d
a
d

d
e

f
a
l
t
a
r

a

l
a

e
s
c
u
e
l
a

q
u
e

l
o
s

n
i
n
o
s

q
u
e

t
i
e
n
e
n

u
n

s
e
g
u
r
o

d
e
n
t
a
l

(
3
3
%
)
.

E
l

c
o
s
t
o

p
a
r
a

r
e
m
e
d
i
a
r

e
l

p
r
o
b
l
e
m
a

d
e

c
a
r
i
e
s

d
e
n
t
a
l

e
s

m
u
y

a
l
t
o

p
a
r
a

f
a
m
i
l
i
e
s

d
e

b
a
j
o

r
e
c
u
r
s
o
s

e
c
o
n
o
m
i
c
o
s
.

U
n
o

e
n

c
i
n
c
o

(
1
.
8

m
i
l
l
i
o
n
)

n
i
n
o
s

d
e

C
a
l
i
f
o
r
n
i
a

n
o

t
i
e
n
e
n

s
e
g
u
r
o

d
e
n
t
a
l
.
T
h
e

T
o
o
t
h

H
u
r
t
s
!
5
i
g
u
e
n
o
s

e
n

1
w
i
1
1
e
r

o
r

b
u
s
q
u
e
n
o
s

e
n

l
o
c
e
b
o
o
k
.
43
Brighten a Future
Social Media
Social Media
44
Save a Smile,
http://healthysmilesoc.tumblr.com
45
Brighten a Future
E-Newsletter
Tooth Talk
with ealthy Smiles for Kids of Orange County
Vo|oe + |ssoe +
C|||oeo .|t| toot| oeca ae at a ||| |s' o se|oos |ea|t|
issues including heart disease, diabetes, and cancer
|eota| oeca aects a c|||o's eota| aoo eot|oo |ea|t|, |o.-
e|o t|e| se|-estee aoo c|t|ca|| |oa||o t|e| ab|||t to eat,
sleep, speak, and concentrate in school
Sc|oo|-aeo c|||oeo |ss oea| S+ ||||oo |oos o sc|oo|
eac| ea| ooe to oeota|-e|ateo |ssoes
In This Issue
Proposition 10: Cutting
Funds and Raising Concern
New Event: A Mile for Smiles,
ea|t| S||es' st a|| .a|''
S||e Soot|||t. |eet Zac|a
Perez and hear how his visit to
CHOC gave him a brand new
smile
T|e S||e |ob||e. |V oeota|
facility extends its reach to new
communities
copy copy copy copy copy copy copy
Welcome to Healthy Smiles!

Dear Friend,
There are so many ways to make Orange County Smile! With your
great help and support, you can brighten a childs future by
beoett|o ea|t| S||es' oa| |ea|t| ooas aoo sev|ces.
Healthy Smiles provides pediatric dental treatment, education,
prevention and advocacy for Orange Countys underserved children.
Together you and Healthy Smiles will continue the attack against
toot| oeca - t|e oobe ooe c|oo|c c|||o|ooo o|sease.
We are happy to welcome you to our Healthy Smiles family, thank
you for your support. Together we can save a smile and brighten a
future of a child in your community.
Sincerely,
Liz Bear, CEO of Healthy Smiles
Why Oral Health Care is so Important
46
Save a Smile,
ealthy
E-Newsletter
Tooth Talk
with ealthy Smiles for Kids of Orange County
Vo|oe + |ssoe +
C|||oeo .|t| toot| oeca ae at a ||| |s' o se|oos |ea|t|
issues including heart disease, diabetes, and cancer
|eota| oeca aects a c|||o's eota| aoo eot|oo |ea|t|, |o.-
e|o t|e| se|-estee aoo c|t|ca|| |oa||o t|e| ab|||t to eat,
sleep, speak, and concentrate in school
Sc|oo|-aeo c|||oeo |ss oea| S+ ||||oo |oos o sc|oo|
eac| ea| ooe to oeota|-e|ateo |ssoes
In This Issue
Proposition 10: Cutting
Funds and Raising Concern
New Event: A Mile for Smiles,
ea|t| S||es' st a|| .a|''
S||e Soot|||t. |eet Zac|a
Perez and hear how his visit to
CHOC gave him a brand new
smile
T|e S||e |ob||e. |V oeota|
facility extends its reach to new
communities
Welcome to Healthy Smiles!

Dear Friend,
There are so many ways to make Orange County Smile! With your
great help and support, you can brighten a childs future by
beoett|o ea|t| S||es' oa| |ea|t| ooas aoo sev|ces.
Healthy Smiles provides pediatric dental treatment, education,
prevention and advocacy for Orange Countys underserved children.
Together you and Healthy Smiles will continue the attack against
toot| oeca - t|e oobe ooe c|oo|c c|||o|ooo o|sease.
We are happy to welcome you to our Healthy Smiles family, thank
you for your support. Together we can save a smile and brighten a
future of a child in your community.
Sincerely,
Liz Bear, CEO of Healthy Smiles
Why Oral Health Care is so Important
Executive Bio
Dottie Andrews, secretary and treasurer of Healthy Smiles for Kids of Orange County, has
dedicated herself to helping underserved women and their children for the past 32 years. Her
extensive knowledge about nonproft organizations comes from her experience with developing and
implementing various programs in the Orange County area.
In 1978, after giving birth to her third daughter who was critically ill, Andrews helped establish the frst
Neonatal Intensive Care Unit (NICU) parent support group at the Childrens Hospital of Orange County
(CHOC) one year later. That led me to help start a national organization which furthered education for
both medical professionals and parents of critically ill newborns, said Andrews.
In 1988, she became the director of community services at the March of Dimes, a nonproft aiming to
improve the health of babies. Four years later, Andrews helped form a perinatal task force, which led to
the development of a new nonproft called MOMS Orange County, in which she held her position as
founding executive director. Today, MOMS is very well-known in the community and is led by an
enthusiastic CEO and dedicated board, said Andrews. MOMS Orange County focuses on providing
programs and services to help mothers and their families have healthy pregnancies and healthy babies.
In the early 2000s, Andrews was asked by the Children & Families Commission to assist with the
development of yet another new nonproft, which would be dedicated to pediatric oral health for
underserved children of Orange County. She was introduced to the founding board chairman, John C.
(Jack) Shaw, and together they developed the business plan and treatment services of Healthy Smiles for
Kids of Orange County in 2003.

Andrews passion and commitment for the betterment of her community is demonstrated through her
current positions as the director of community outreach at St. Joseph Hospital, her emeritus status on the
MOMS board of directors, and her dedication to Healthy Smiles for Kids of Orange County.
It seems my passion is to see a problem, think of solutions, bring the right people together, and to make
something happen, said Andrews.
Andrews and her husband currently reside in Mission Viejo, Calif.
47
Brighten a Future
Flyer
Potential Patients or Donors:
For more information, visit healthysmilesoc.org, or call 714.537.0700
First Tooth = First Visit
Healthy Smiles For Kids of Orange County
is a non-prot oral health organization
centrally located in Garden Grove. Healthy
Smiles dedicates itself to pediatric oral
health treatment, education, advocacy and
prevention.
At Healthy Smiles we believe every child
deserves a healthy smile.
Tuesday, May 10, 2011
48
Save a Smile,
What will her smile
look like in 20 years?
YOU
can help shape it.
www.healthysmilesoc.org
Flyer
Potential Patients or Donors:
save a
SMILE
brighten a
FUTURE
49
Brighten a Future
Direct Mail Piece
Message on the rolled paper inside the foss case: As you may know, one in three children in
Orange County have untreated cavities from lack of access to routine dental care. Healthy
Smiles for Kids of Orange County provides important treatment and prevention services to
uninsured and low-income kids who cant afford basic dental care, but we need your help to
continue our mission to treat the underserved. Help drill out the decay in your community by
donating to Healthy Smiles. You can support a childs oral health care for one year with a
one-time donation of only $25. Save a smile and brighten a future today, visit
www.healthysmilesoc.org for more information on How To Help
There will be several direct mail initiatives targeted to different key publics. This particular
direct mail piece addresses the dentists who do not volunteer or currently donate their time
to Healthy Smiles. It was important not to use Healthy Smiles adages like help eradicate tooth
decay because of the paradox it presents dentists- without oral problems, dentists wouldnt be
making money on treatments and procedures. The message instead is to impress upon them
the importance of helping kids who cant afford to visit clinics like theirs because of little to no
insurance and means.
The message will be printed on a narrow piece of paper, rolled up and placed inside a plastic
branded foss container. The inside lid of the case is branded with the campaign tagline Save
a Smile, Brighten a Future. The receiver will unroll the message as if it were regular foss. The
direct mail piece is intended to create interest from prospective donors, presented in a way that
will intrigue them to recieve the entire message from the organization
50
Save a Smile,
About Us Programs & Services Testimonials
2009 Healthy Smiles for Kids of Orange County.
All Rights Reserved.
At Healthy Smiles For Kids of Orange County we believe
every child deserves a healthy smile. We are a non-
profit organization centrally located in Garden Grove
dedicated to pediatric dental treatment, oral health
education, advocacy and prevention.
Our Facility
Meet Our Team
Kids Zone Events Contact Us
Have a question regarding
appointments, emergencies or
insurance? Curious about sedation,
when its needed and how we perform
it? Our resources section provides our
policies and a full range of answers to
your questions.
Improving the oral health of children in Orange County through collaborative programs.
is a team of motivated individuals
dedicated to providing the highest quality
dental care to children. We want your child
to remember each dental visit as a
pleasant, positive learning experience.
"It's all about the kids!" These are the first
words parents and caregivers see when
entering our 7,000 square foot state-of-
the-art pediatric dental facility. Healthy
Smiles For Kids of Orange County's Smile
Center offers children from underserved
families quality, affordable and prompt
pediatric dental care.
Resources
Photo Gallery
For Just $25.00,
You Can Provide Dental Care for One Child, for One Year.
Monday, May 2, 2011
Website Redesign
The website redesign focused on making it easier to navigate around and to focus in
on the donation aspect of the page. When one goes to the website, their eyes will im-
mediately go to the middle part where people can donate to the organization. A Kids
Zone was added to the website as an initiative for children to play interactive and
education games to give them guidance on proper oral health habits.
51
Brighten a Future
Donor Mailings
An integral tactic to reach out to new potential donors is the $25 Direct Mail Campaign. Healthy Smiles
does not have a large donor pool to draw on for donations. In an effort to expand Orange County
c|t|zeos a||at|oo .|t| t|e oao|zat|oo, t||s o|ect a|| caoa|o seves to soeao a.aeoess o t|e
organizations existence in the community and offers an easy way for pontial donors to contribute to its
mission. The direct mail will be distributed in the Santa Ana area, targeting boomers and older generations
with higher disposible income.
The mailer is made into three folded segments: the opening letter, the perferated and easily detachable
donation card, and lightly attached envelope to make sending in donations easier.
The donation card includes credit card or check options, and the reader is directed to the Healthy Smiles
website for further information or to donate quickly and easily online.
Unfolded Letter
Dear friend,
ea|t| S||es o ||os o Caoe Cooot oeeos oo |e|o o|||-
ing its mission of preventing and treating the number one chronic
c|||o|ooo o|sease - oa| oeota| oeca. Coe |o t|ee c|||oeo |o
Orange County suffer from untreated
dental decay. Help the kids in your own neighborhood recieve
the quality dental care they need and deserve.
For just a small donation of $25 you can support a childs health
care services for an entire year.Your donation will save a smile
and brighten a future of a child in your own community.
About Healthy Smiles:
Through an extensive combination of prevention, education, treatment programs and
aovocac, ea|t| S||es |s ab|e to seve aoo beoet t|oosaoos o c|||oeo eve ea |o
its facilities in Garden Grove, through collaboration with CHOC Hospital, and community
ooteac| ooas .|t| T|e S||e |ob||e, a t.o-c|a| oeota| ac|||t |o a cooveteo |V.
Heal t hy Smi l es
Heal t hy Smi l es
Front Back
SMILE
save a
FUTURE
brighten a
SMILE
save a
FUTURE
brighten a
perforated
52
Save a Smile,
potential donors to contribute to its
Donor Mailings
An integral tactic to reach out to new potential donors is the $25 Direct Mail Campaign. Healthy Smiles
does not have a large donor pool to draw on for donations. In an effort to expand Orange County
c|t|zeos a||at|oo .|t| t|e oao|zat|oo, t||s o|ect a|| caoa|o seves to soeao a.aeoess o t|e
organizations existence in the community and offers an easy way for pontial donors to contribute to its
mission. The direct mail will be distributed in the Santa Ana area, targeting boomers and older generations
with higher disposible income.
The mailer is made into three folded segments: the opening letter, the perferated and easily detachable
donation card, and lightly attached envelope to make sending in donations easier.
The donation card includes credit card or check options, and the reader is directed to the Healthy Smiles
website for further information or to donate quickly and easily online.
Unfolded Letter
Dear friend,
ea|t| S||es o ||os o Caoe Cooot oeeos oo |e|o o|||-
ing its mission of preventing and treating the number one chronic
c|||o|ooo o|sease - oa| oeota| oeca. Coe |o t|ee c|||oeo |o
Orange County suffer from untreated
dental decay. Help the kids in your own neighborhood recieve
the quality dental care they need and deserve.
For just a small donation of $25 you can support a childs health
care services for an entire year.Your donation will save a smile
and brighten a future of a child in your own community.
About Healthy Smiles:
Through an extensive combination of prevention, education, treatment programs and
aovocac, ea|t| S||es |s ab|e to seve aoo beoet t|oosaoos o c|||oeo eve ea |o
its facilities in Garden Grove, through collaboration with CHOC Hospital, and community
ooteac| ooas .|t| T|e S||e |ob||e, a t.o-c|a| oeota| ac|||t |o a cooveteo |V.
Heal t hy Smi l es
Heal t hy Smi l es
Front Back
SMILE
save a
FUTURE
brighten a
SMILE
save a
FUTURE
brighten a
Thank You Cards
Donors are more likely to continue their support to an orgazination that keeps them informed with
what is going on internally and where exactly their money is going. Getting personalized cards, letters,
or pictures from the child they donated their money for engages the donors and allows them to get
to 'oo. t|e c|||o t|e |e|oeo- oott|o t|e oae aoo t|e ace toet|e.
Donation card
with perferated
edge
Envelope attached
to inside of folded
letter
U
.
S

P
o
s
t
a
g
e
R
e
q
u
i
r
e
d
1
0
6
0
2

C
h
a
p
m
a
n

A
v
e
n
u
e
,
S
t
e

2
0
0
G
a
r
d
e
n

G
r
o
v
e
,
C
A

9
2
8
4
0
Y
e
s
!

I

w
o
u
l
d

l
i
k
e

t
o

d
o
n
a
t
e

t
o

H
e
a
l
t
h
y

S
m
i
l
e
s

f
o
r

K
i
d
s

o
f

O
r
a
n
g
e

C
o
u
n
t
y
$
2
5

t
o

S
u
p
p
o
r
t

O
n
e

C
h
i
l
d

f
o
r

O
n
e

Y
e
a
r
C
h
e
c
k
C
r
e
d
i
t

C
a
r
d
D
e
a
r

f
r
i
e
n
d
,
e
a
|
t
|
|
|
e
s

|
|
o
s

o
a
o
e

C
o
o
o
t

o
e
e
o
s

o
o

|
e
|
o

o
|
|
|
|
o

|
t
s

|
s
-
s
i
o
n

o
f

p
r
e
v
e
n
t
i
n
g

a
n
d

t
r
e
a
t
i
n
g

t
h
e

n
u
m
b
e
r

o
n
e

c
h
r
o
n
i
c

c
h
i
l
d
h
o
o
d

d
i
s
e
a
s
e

-

o
a
|

o
e
o
t
a
|

o
e
c
a
.
C
o
e

|
o

t
|
e
e

c
|
|
|
o
e
o

|
o

C
a
o
e

C
o
o
o
t

s
o

u
n
t
r
e
a
t
e
d

c
a
v
i
t
i
e
s
.
H
e
l
p

t
h
e

k
i
d
s

i
n

y
o
u
r

o
w
n

n
e
i
g
h
b
o
r
h
o
o
d

r
e
c
i
e
v
e

t
h
e

q
u
a
l
i
t
y

d
e
n
t
a
l

c
a
r
e

t
h
e
y

n
e
e
d

a
n
d

d
e
s
e
r
v
e
.
F
o
r

j
u
s
t

a

s
m
a
l
l

d
o
n
a
t
i
o
n

o
f

$
2
5

y
o
u

c
a
n

s
u
p
p
o
r
t

a

c
h
i
l
d
s

h
e
a
l
t
h

c
a
r
e

s
e
r
-
v
i
c
e
s

f
o
r

a
n

e
n
t
i
r
e

y
e
a
r
.
Y
o
u
r

d
o
n
a
t
i
o
n

w
i
l
l

s
a
v
e

a

s
m
i
l
e

a
n
d

b
r
i
g
h
t
e
n

a

f
u
t
u
r
e

o
f

a

c
h
i
l
d

i
n

y
o
u
r

o
w
n

c
o
m
m
u
n
i
t
y
.
A
b
o
u
t

H
e
a
l
t
h
y

S
m
i
l
e
s
:
T
h
r
o
u
g
h

a
n

e
x
t
e
n
s
i
v
e

c
o
m
b
i
n
a
t
i
o
n

o
f

p
r
e
v
e
n
t
i
o
n
,
e
d
u
c
a
t
i
o
n
,
t
r
e
a
t
m
e
n
t

p
r
o
-
s

a
o
o

a
o
v
o
c
a
c
e
a
|
t
|
|
|
e
s

|
s

a
b
|
e

t
o

s
e
v
e

a
o
o

b
e
o
e
t

t
|
o
o
s
a
o
o
s

o
f

c
h
i
l
d
r
e
n

e
v
e
r
y

y
e
a
r

i
n

i
t
s

f
a
c
i
l
i
t
i
e
s

i
n

G
a
r
d
e
n

G
r
o
v
e
,
t
h
r
o
u
g
h

c
o
l
l
a
b
o
r
a
t
i
o
n

w
i
t
h

C
H
O
C

H
o
s
p
i
t
a
l
,
a
n
d

c
o
m
m
u
n
i
t
y

o
u
t
r
e
a
c
h

p
r
o
g
r
a
m
s

w
i
t
h

T
h
e

S
m
i
l
e

|
o
b
|
|
e
,
a

t
.
o
-
c
|
a
|

o
e
o
t
a
|

a
c
|
|
|
t

|
o

a

c
o
o
v
e
t
e
o

|
V
.
perforated
53
Brighten a Future
Communication Tools:
A Mile for Smiles
H
e
a
l
t
h
y

S
m
i
l
e
s

F
o
r

K
i
d
s

o
f

O
r
a
n
g
e

C
o
u
n
t
y

A
l
l
e
n

B
a
c
l
i
g

H
e
a
t
h
e
r

S
i
l
v
e
i
r
a

K
e
l
s
e
y

D
o
v
e
r

L
a
u
r
e
n

B
r
u
s
c
h
i

M
e
l
i
s
s
a

R
u
b
b
e
l
k
e

T
e
r
e
s
a

B
i
v
i
a
n
o
h
t
t
p
:
/
/
w
w
w
.
h
e
a
l
t
h
y
s
m
i
l
e
s
o
c
.
o
r
g
/
S
M
I
L
E
s
a
v
e

a
F
U
T
U
R
E
b
r
i
g
h
t
e
n

a
Heal t hy Smi l es
SMILE
save a
FUTURE
brighten a
Media Pitch
The secret to a happier childhood
A silent epidemic called tooth decay affects one in three Orange County children each year.
Non-proft organization Healthy Smiles for Kids of Orange County works to treat, prevent and
educate underserved children about this number one chronic childhood illness.
On Saturday, October 29, 2011 at 10 a.m., we invite you to attend the organizations frst 5K walk
fundraiser, A Mile for Smiles, to be held in Santa Ana. A media alert is included for more information.
I will contact you next week to learn your interest in reporting the event.
56
Save a Smile,
Media Alert
HEALTHY SMILES FOR KIDS OF ORANGE COUNTY HOSTS ITS A MILE FOR SMILES WALK
TO RAISE FUNDS AND AWARENESS FOR PEDIATRIC ORAL HEALTH
WHAT: Healthy Smiles for Kids of Orange County, a non-proft dedicated to providing free dental care
to underserved children, is hosting its frst 1 mile walk called A Mile for Smiles at the Santa Ana
Zoo. The event will raise money to help facilitate Healthy Smiles programs in the midst of
Proposition 10 government cuts in funding.
With Halloween near, children and parents are encouraged to wear their costumes during the
event. Instead of Halloween candy, volunteers of the organization will be handing out
toothbrushes, toothpaste, and other goodies to emphasize oral health. Before and after the walk,
children will also get a chance to get their faces painted.
For the event, Corner Bakery and BJs restaurant will supply participants with refreshments and
food while a DJ provides musical entertainment. Healthy Smiles Flossosaurus Rex will make
a special appearance to take pictures and dance with children. In addition, attendees will be able
to buy tickets to a raffe sponsored by local businesses throughout Orange County. An anticipated
300 people are expected to be in attendance.
WHEN: Saturday, October 27, 2012
9 a.m. Registration & Breakfast
9:30 a.m. Warm Up
10 a.m. Beginning of One Mile Walk & All Events Begin
12 p.m. Ending ceremony & start of lunch
2 p.m. - Event Ends
WHERE: Santa Ana Zoo
Santa Ana, California
WHO: Healthy Smiles for Kids of Orange County, located in Garden Grove, Calif., is the leading
dental clinic in the area that specializes in pediatric dentistry and oral education for underserved
residents in the Orange County. Its services include dental check-ups, fuoride treatments,
sealants, fllings, and anesthesia and sedation for severe dental cases. As part of its community
outreach, HSFKOC travels to local schools with its Smile Mobile, screens children for oral
problems, educates them on proper oral hygiene, and provides individualized treatment.
FEE: $15 per adult
FREE - kids 12 and under
To register, visit www.healthysmilesoc.org
57
Brighten a Future
Poster
Healthy Smiles
for Kids of Orange County presents:
A Mile for Smiles
Our First Family Walk and Event to Support Pediatric Dentistry!
For more information on how to donate, volunteer, or attend, visit
healthysmilesoc.org, or call 714.537.0700
October 27
th
, 2012
10 a.m. at the Santa Ana Zoo
With Special Guest Appearance From Flossosaurus Rex!
- Halloween Costumes Encouraged -
58
Save a Smile,
save a smile, brighten a future
Social Media
Facebook Event Page
Twitter:
#saveasmile
59
Brighten a Future
Communication
Tools Outlines
H
e
a
l
t
h
y

S
m
i
l
e
s

F
o
r

K
i
d
s

o
f

O
r
a
n
g
e

C
o
u
n
t
y

A
l
l
e
n

B
a
c
l
i
g

H
e
a
t
h
e
r

S
i
l
v
e
i
r
a

K
e
l
s
e
y

D
o
v
e
r

L
a
u
r
e
n

B
r
u
s
c
h
i

M
e
l
i
s
s
a

R
u
b
b
e
l
k
e

T
e
r
e
s
a

B
i
v
i
a
n
o
h
t
t
p
:
/
/
w
w
w
.
h
e
a
l
t
h
y
s
m
i
l
e
s
o
c
.
o
r
g
/
S
M
I
L
E
s
a
v
e

a
F
U
T
U
R
E
b
r
i
g
h
t
e
n

a
Heal t hy Smi l es
SMILE
save a
FUTURE
brighten a
Tactic: News Release
Primary key public: Media outlets that cover health, education topics and general Orange County news
Secondary publics: Infuentials and decision makers in the school system including principals,
administrators, teachers, PTA members
Action desired from publics: To receive coverage in a published article and promote awareness of
Healthy Smiles' progress with outreach programs in the community
Primary message #1: Orange county schools are adopting Healthy Smiles Outreach Program on their
campuses to aid care in kids' neighborhoods.
Supporting the message: Data of previous schools and districts supported by the outreach programs and
statistics of how many children were served in a previous year
Primary message #2: The Smile Mobile is indispensable in Orange County to facilitate treatment for kids
that otherwise wouldn't receive it.
Supporting the message: A quote from Healthy Smiles' CEO about the diffculties parents face in getting
their kids to a dental facility and the solution The Smile Mobile offers to transportation and logistical issues
Primary message #3: Prevention education programs are necessary and important additions to school
curriculum
Supporting the message: The fact that underserved children dont recieve regular dental care, as
evidenced with how many children receive their frst dental experience when The Smile Mobile visits their
nearby school
Production deadline: By September 1, 2011 to give the media enough time to cover the story for the
August edition, coinciding with the start of the fall school semester
Media Outlets Targeted: Orange County Register, OC Metro Magazine, Parenting OC Magazine
Communication Tools
Outline
62
Save a Smile,
Tactic: Feature Article
Primary key public: Orange County Community, primarily those with children

Secondary publics: Orange County Board of Education
Action desired from public(s): To read the feature article and become inspired to donate to Healthy Smiles.
Primary message: Healthy Smiles for Kids of Orange Countys Smile Mobile educates children on oral health
and provides dental care outside a clinical setting.
Supporting the message #1: In order to gain better understanding of what Healthy Smiles for Kids of Or-
ange County does and hopes to accomplish, especially with the Smile Mobile, testimonials will be used for
what children learned about the dentist and what habits to develop for the best oral health.
Supporting the #2: Images will be used to put a face with a name as well as a image of what exactly the
Smile Mobile looks like in order to gain support from the community.
Production deadline: January 2012
Media outlets targeted: Orange County Register, Orange County Family Magazine
Tactic: Media Alert for A Mile for Smiles
Primary key public: Editors and writers of newspapers and magazines in Orange County
Secondary publics: mommy-bloggers
Action desired from public(s): To write about the event in their publications or blogs
Primary message #1: The 1 mile walk is a fun way for families to personally participate in and support
Healthy Smiles.
Supporting the message: Images and letting the media know what kinds of attractions will be at the walk
Primary message #2: Healthy Smiles is in need of donations due to cuts in government funding.
Supporting the message: Facts
Production deadline: September 2012
Media outlets you will targeted: OC Register, OC Weekly, Orange Coast Magazine, OC Family, Mommy-
bloggers in Orange County, Coast Magazine
Communication Tools
Outline
63
Brighten a Future
Communication Tools
Outline
Tactic: Poster(s)
Primary key public: Potential donors with young children (individual or corporate donors)

Secondary publics: Potential/current patients and their families

Action desired from publics: To gain their support by donating their time and/or money to the
fundraising events, as well as their (families and donors) attendance at the mile walk event or the talent
show.

Primary Message #1: To invite potential individual or corporate donors to come to both of Healthy
Smiles fundraising events (the one-mile walk or the talent show) so that they may directly meet some
of the children that they could potentially be able to help.
Support message: The posters provide the basic information needed, such as the time, date, and place,
but more information can be found on the Healthy Smiles website, which is also listed on the posters.
Also, the graphics and text on the posters show that the events will both support pediatric oral health.

Primary Message #2: To encourage donors to help with the fundraising events by donating their time
and money. Both events are a fun way for donors to be able to feel involved with the success of the
nonproft, while also improving their personal or corporate image.
Support message: The posters include cute pictures of children that will appeal to donors emotionally,
while also stating that proceeds will go to funding for pediatric oral health. For more information on
attending or donating, they can check out the website.

Production deadline: August 2012 for the A Mile for Smiles event. The talent show poster is extra,
not included in budget or calendar
Production quantity: 100-200 of each

Means of distribution: Bulletin boards in local dental offces and health clinics, including Healthy Smiles,
local elementary schools, day care centers, youth organizations/ clubs, stores, and churches. Posters can
also be attached to emails as fiers.
64
Save a Smile,
Communication Tools
Outline
65
Brighten a Future
Tactic: Blog and Social Media (redesign of Twitter and Facebook)

Primary key public: Potential/current Patients and Donors with young children in Orange County

Secondary publics: Educators and teachers from elementary schools in Orange County

Action desired from public(s): To ultimately gain brand recognition with the newest spokesperson/mascot
of Healthy Smiles, Flossosaurus.

Primary Message #1: This blog will be an educational tool for families to understand about oral health by
spokesperson. This spokesperson will be a cartoon dinosaur character named Flossosaurus. This character
is inspired by the American Dental Associations Dudley the Dinosaur. Flossosaurus will provide fun tips
and facts about dental care. As for the Twitter and Facebook, Flossosaurus will be added to keep the con-
sistency of brand recognition. Also, the content will be the same since they all the social media information
will be connected.

Primary Message #2: In all of the social media tools and the blog there will be images and PSA videos with
Flossosaurus to showcase Healthy Smiles of Orange County about their services as well as anything relat-
able to dental care and updates about the organization.

Production deadline: June 2011
Tactic: Brochure
Primary key public: Potential Donors
Action desired from public(s): To inquire about how one can donate to Healthy Smiles.
Primary Message #1: Tooth decay is a prevalent disease in Orange County, which is why Healthy Smiles
exists.
Support the message: A list of facts about tooth decay and an explanation of what Healthy Smiles does.
Primary message #2: With the help of donors, Healthy Smiles will be able to provide care to a larger
number of children.
Support the message: Mention of the $25 campaign, facts, images
Production deadline: July 2011
Production quantity: 250
Means of distribution: Available for download on the website, distributed to dental offces in the county
where dentists and patients can read them, on display in the Healthy Smiles offce, and by asking
previous individual and corporate donors to pass them out.
Communication Tools
Outline
66
Save a Smile,
Tactic: Direct Mail Piece to Dentists
Primary key public: Dentists and pediatric dental care providers unaffliated with Healthy Smiles
Action desired from public(s): Awareness of the organization in Orange County and inspiration to donate
Primary message #1: Low-income children are at risk for oral disease in Orange County because of their
lack of access to dental care

Support the message: pediatric decay statistic
Primary message #2: Healthy Smiles provides necessary services to underserved neighborhoods but needs
help funding its services
Support the message: In an effort of brevity, the message will be concise and omits lengthy testimonials or
other detailed information. The copy simply states the primary message
Production deadline: Summer 2011
Production quantity: 100
Means of distribution: mail
Direct mail:
There will be several direct mail initiatives targeted to different key publics. This particular direct mail piece
addresses the dentists who do not volunteer or currently donate their time to Healthy Smiles. It was
important not to use Healthy Smiles adages like help eradicate tooth decay because of the paradox it
presents to dentists - without oral problems, dentists wouldnt be making money on treatments and
procedures. The message instead is to impress upon them the importance of helping kids who cant afford
to visit clinics like theirs because of little to no insurance and means.
The message will be printed on a narrow piece of paper, rolled up and placed inside a plastic branded foss
container. The inside lid of the case is branded with the campaign tagline Save a Smile, Brighten a Future.
The receiver will unroll the message as if it were regular foss. The direct mail piece is intended to create
interest from prospective donors, presented in a way that will intrigue them to receive the entire message
from the organization.
Message on the rolled paper inside the foss case:
As you may know, one in three children in Orange County have untreated cavities from lack of access to
routine dental care. Healthy Smiles for Kids of Orange County provides important treatment and
prevention services to uninsured and low-income kids who cant afford basic dental care, but we need
your help to continue our mission to treat the underserved. Help drill out the decay in your community by
donating to Healthy Smiles. You can support a childs oral health care for one year with a one-time
donation of only $25. Save a smile and brighten a future today, visit www.healthysmilesoc.org for more
information on How To Help
Communication Tools
Outline
67
Brighten a Future
Appendix
H
e
a
l
t
h
y

S
m
i
l
e
s

F
o
r

K
i
d
s

o
f

O
r
a
n
g
e

C
o
u
n
t
y

A
l
l
e
n

B
a
c
l
i
g

H
e
a
t
h
e
r

S
i
l
v
e
i
r
a

K
e
l
s
e
y

D
o
v
e
r

L
a
u
r
e
n

B
r
u
s
c
h
i

M
e
l
i
s
s
a

R
u
b
b
e
l
k
e

T
e
r
e
s
a

B
i
v
i
a
n
o
h
t
t
p
:
/
/
w
w
w
.
h
e
a
l
t
h
y
s
m
i
l
e
s
o
c
.
o
r
g
/
S
M
I
L
E
s
a
v
e

a
F
U
T
U
R
E
b
r
i
g
h
t
e
n

a
Heal t hy Smi l es
SMILE
save a
FUTURE
brighten a
Extra Idea
Healthy Smiles
for Kids of Orange County presents:
Proceeds will
support Healthy
Smiles
pediatric dentistry.
Donate now!
Little Kids, Big Talent
For more information, visit healthysmilesoc.org, or call 714.537.0700
Kid
performances
that will bring out
your biggest smile!!!
July 16
th
, 2011
5pm at the Discovery Science Center
70
Save a Smile,
Preliminary Publics
1. Orange County low-income families with young children/teens (0-17)
2. Hispanic
3, Vietnamese
4, Caucasian
5. Teen Mothers at Valley High in Orange County
6. Current donors
7. Potential donors
8. Dentists in Orange County
9. Pediatric dentists in Orange County
10. Anesthesiologists in Orange County
11. Pediatric Dental Residents
12. College Students in Orange County and LA
13. On-Campus Organizations (Greek Life, Clubs, Athletics, etc.)
14.Community Service
15. Drama Clubs at Colleges and High Schools in Orange County
16. City of Orange County elected offcials and staff
17. State of California elected offcials and staff
18. Potential volunteers
19. After school counselors
20. Day care teachers
21. Principles of Orange County schools
22. Boys and Girls Club of Orange County leaders, attendees, and volunteers
23. YMCA of Orange County leaders, attendees, and volunteers
24. Potential Spokespersons
a. Anaheim Ducks hockey players, board, and fans
25. Anaheim Angels of LA baseball players, board, and fans
26. Celebrities coming from low-income families
27. CHOC community outreach education class instructors and attendees
28. Orange County Department of Education physician
29. Teachers of Orange County schools
30. Orange County Health Clinics without existing dental services
71
Brighten a Future
Original Research
Board and Fundraising Interviews
a. Dottie Andrews, Co-Founder and Board Member of Healthy Smiles
Speaking with Dottie was important for historical background of the organization,
especially since we were unable to make contact with the founder, Jack Shaw. Dottie created
the original business model when Healthy Smiles was launched in 2003 with the aim to act as
an umbrella for dental health care for children in Orange County. Dotties interview was
extensive and gave us great insight into programs the organization has previously tried and
failed. Dottie also let us in on where the board wants to see the organization in the future.
Results of a focus group Healthy Smiles conducted several years ago revealed that
although parents are aware of the methods to ensure oral health, they simply do not enforce
them. Dottie expressed the need for fun and nonthreatening parent education that spreads
awareness of the importance of oral health care. She said the best time to educate parents and
children is when they are in the chair for a dental visit. According to Dottie, the message that
Healthy Smiles has previously sent doesnt produce the reaction it desires because its goal to
eradicate tooth decay doesnt sell to most people. As a result, she would like to see us pro-
mote a message that tooth decay is the frst disease for (all) kids. Additionally, Dottie ex-
pressed the challenges they face reaching younger demographics effectively. An area of concern
she believed needed to be addressed:
-0-5 year olds: Baby bottle tooth decay. Parents need to be educated that
weening their children off a bottle and onto anything other than water will decay
their teeth before they are even fully formed
-6-10 year olds: This age group is the most diffcult for them to reach because
they do not yet respond to messages that appeal to vanity like 10-12 year olds
do
With 30 years of nonproft experience, Dottie gave us insight into how to conduct
community outreach more effectively. She suggested a spokesperson from the community
would be relevant to the organizations message but they must have a real passion for the
organization (not simply a celebrity endorsement).
With the threats that Prop 10 poses to Healthy Smiles funds, Dottie believes the frst
service to be discontinued is prevention education. The board would still ideally like to see
more involvement in Orange County schools, more subcontracts with clinics that dont
currently have dental services and more school-based services with the SmileMobile to expand
outreach to dental providers in the community who will beneft from an education program of
their own to cultivate skills and serve more pediatric patients.
b. Jeanette Storey, Director of Marketing, PR, and Fundraising
Although Jeanette is our client liaison, she is also the only person responsible for the
marketing, community relations, and donor relations for Healthy Smiles. The interview
conducted with her was more in-depth about the communication strategies and challenges and
fundraising background than in the client interview conducted previously.
Healthy Smiles has zero donors. Out of the approximate 200 people associated with
the organization, most only give under $100 as a onetime donation. There is no donor
loyalty from individuals and the vast majority of funds it receives are grants from corporations
72
Save a Smile,
Original Research
or the government. Healthy Smiles wants to expand its fundraising efforts by creating a campaign for
people with higher interest and lower capacity. Most of the people currently involved in the
organization are high level members in the county but are in-kind donors, contributing time rather
than money. To increase fundraising efforts, a campaign for $25 a month to support a childs oral
health for a year may call more people in the community to action because it is economically feasible.
The messaging efforts havent been well received because selling profound oral problems
isnt as relevant to people because it doesnt seem as important to them as overall medical health
care is, and often people are more inclined to donate to programs like childhood diabetes.The three
major stakeholders in the organization are private donors, corporations and foundations, and
legislators. Advocacy is very important for the organization and Jeanette believes a campaign to unite
the fragmented Orange County with a We are one OC message may be effective in gaining a more
universal support from its stakeholders.
Jeanette explained that Healthy Smiles has almost 150 in-kind donors and does not want to
recruit more volunteers because that would further stretch its resources and with the proposed
budget cuts extending subcontracts isnt the main focus. Extending the communication reach,
developing brand awareness in the community, and highlighting the importance of the cause is
Healthy Smiles main objectives with the campaign we are creating. They do not have printed or
web-based literature available and desperately need to expand its communication channels to reach
more people in the community, and enable to ability to track the organizations success to appeal to
more donors in the future.
73
Brighten a Future
Original Research
Management Interviews
a. Jaime Bravo, Community Relations Associate
Interviewing Jaime helped our team understand the necessary improvements needed for
Healthy Smiles of Orange Countys social media. He explained to us that the organizations
Facebook and Twitter pages are progressing gradually, but needed to fnd ways to add more
contacts, friends and potential volunteers through health businesses. Healthy Smiles goal is to draw
traffc where comments are related to something more personal, such as highlighting a childs frst
visit to the dental offce and Smile Mobile visits to local schools.
One of greatest challenges regarding social media is the availability of staff members time to
work on the websites and content through updates with a new layout. The organization needs to
take advantage of utilizing the YouTube page by showcasing examples of what Healthy Smiles does
for the Orange County community. This interview helped understand that Healthy Smiles must
reorganize and take advantage of the different social media outlets as well as re-editing and
designing the website. With these changes, Healthy Smiles can raise awareness in the community,
including potential donors.
b. Liz Simpson, Coordinator of School Based Prevention Services
Speaking with Liz, we learned that her job includes bringing Healthy Smiles outstanding
dental services to Orange Countys elementary schools with the Smile Mobile. On average, the
organization screens more than 600 children in course of the year with its portable two-chair
dental facility. The Smile Mobile is used for treatments including restoration and prevention. One
key challenge includes decreases in funding for the Smile Mobile, which Healthy Smiles is working
to fx by targeting high schools in the Santa Ana district. This gave our team a better understanding
of how Healthy Smiles is trying to raise funding by broadening its target audience. The organization
also plans to expand its facilities by opening a new clinic near one of Orange Countys local school
districts, where it will provide parent, teacher, and child education. To aid Healthy Smiles in this
endeavor, we plan to come up with creative strategies to advance its outreach to high schools.
74
Save a Smile,
Original Research
Client Interview
Jeanette Storey, Director of Development
The informative client interview with Jeanette Storey provided our team with enormous insight
into the goals, challenges, and opportunities of Healthy Smiles current public relations program.
Ultimately, it served to solidify our understanding of the organization, which will allow us to maximize
our campaign by combining efforts to advocate for Healthy Smiles cause, improve areas of weakness,
and promote strengths and successes.
Our visit to the Smile Center provided frsthand experience of Healthy Smiles fully staffed
dental center, where we witnessed patients receiving treatments and toured the facility. The rooms
where patients are given educational, diagnostic, preventative and restorative care were outstanding. In
fact, the quality care provided is one of Healthy Smiles greatest strengths, and it is also what sets it far
ahead of any other nonproft organization of its kind. Its USC pediatric program and new dental clinic
at CHOC contribute to the high quality care its patients receive. Healthy Smiles second
greatest strength is its reach into 37 local schools through its prevention programs, which Storey hopes
to expand. Its leadership and vision are also strong due to the excellent board and community behind
the organization.
The primary challenge for Healthy Smiles PR program is to create a stronger message and
market it in a way thats both innovative and cost-effective. Although Healthy Smiles logo is strong and
its brand is well known, the organization needs to focus on enhancing brand awareness. This would aid
in reaching more donors and families. The objective of a more powerful message is to boost awareness
that Healthy Smiles is the leader in pediatric oral health care and has worked to decrease overall oral
decay rates in all of Orange County, not just in special needs patients.
An additional key opportunity for establishing Healthy Smiles mission includes promoting the
severe overall health risks linked with dental decay, including cancer and heart disease. Most people are
unaware of the powerful affect oral health has on overall health. As a result, a key audience to target
with its new message is the medical communityHealthy Smiles biggest competitor for donations
which will join forces to spread awareness about the signifcant role oral health plays in every
individuals overall health.
Another great area of improvement to focus on is repairing an erroneous message Healthy
Smiles sends out that works to trash the organizations friendly and approachable image. The
SMILELINEOC, a free telephone referral service, is promoted on all of Healthy Smiles brochures,
websites, social media, and fyers, yet no one answers the line because the staff is either overstretched
or not trained. Other issues involve ensuring the message is clear regarding how people can receive
oral health through Healthy Smiles and where its locations are, in addition to boosting awareness of its
web and social media sites, which Storey also hopes to enhance.
Finally, the organization could beneft from a cause-related marketing event, such as a
sporting event, which would involve both the community and current and potential donors. Advocating
to parents on soccer felds is an excellent way to promote the organization in a laid back environment
to parents from a range of demographics about the seriousness of oral health for their children and
children in need across Orange County.
75
Brighten a Future
Original Research
In recognition of the previous years individual and organizational philanthropic measures to improve
the oral health for underserved children, Healthy Smiles for Kids of Orange County hosted its 5th
annual Leaders in Oral Health Awards Ceremony at the Bowers Museum in Santa Ana. The Leaders
in Oral Health Awards is Healthy Smiles only event each year. The event itself did not have a
fundraising goal as it was honoring those who gave back to the community. More specifcally, it
recognizes leaders, dentists, and businesses in the Orange County community that donate their time,
money, professional skills, and equipment to contribute to the success of Healthy Smiles.
When frst walking into the event, attendees frst see the Smile Mobile, a two-chair dental
facility on wheels, that travels to impoverished neighborhoods throughout Orange County. The
Smile Mobile is one of the greatest parts of Healthy Smiles community focus to assist migrant
education, homeless, and school-based services. It is often the very frst experience in a dental clinic
setting for many of these children. The event itself had about 80 attendees and award recipients of
the evening included Dr. John Aschieris, D.D.S., Deloitte Consulting, and Baxter International.
Intertwined with each individual award presentation, guests were treated to emotional video
excerpts highlighting accomplishments in children's oral health within the past year in Orange
County, made possible through the endeavors of the 2011 Leaders in Oral Health. This was the
frst year that the awards ceremony compiled a video on the organization including interviews with
important leaders in the Healthy Smiles community.
The awards ceremony was successful, but in order for attendees to become more
passionate and infuenced to give back to Healthy Smiles, the event needed to have more
information on where their money is exactly going. Although the event had the Smile Mobile outside
in the parking lot, it would have been more effective if there were tours given around the mobile
instead of having it just sit outside. Most of the organizations fundraising goes back to the Smile
Mobile, so it is important for donors to understand the value of the Smile Mobile and what it does
for the community. In general, videos and photographs can say far more than testimonies; therefore,
Field Trip: Leaders in Oral Health Awards
76
Save a Smile,
the video shown was extremely effective. However, the overall message it was trying to convey was
diffcult to follow. The event also had brochures, recipe books (English and Spanish), and facts about
the importance of oral health, but it did not ft with the demographics that were in attendance.
Literature, such as, Support a Child for Only $25 a Month, or the annual report, would have been
more powerful and appropriate. Lastly, if the event had an actual fundraising goal for the evening and
revolved the evening around this, along with possibly an auction, it would have been more compelling
for attendees to give donations.
The Leaders in Oral Health Awards were publicized through Healthy Smiles homepage,
Twitter and Facebook. Healthy Smiles mailed out save the date invitations to the donors, award
recipients, volunteers, community leaders, government offcials and dentists, but never followed up
with formal invitations. Although Healthy Smiles did use its efforts through social media and the
website, it could have actually become a Facebook event instead of expressing the excitement of the
event through the Healthy Smiles page. The public relations efforts for the media were non-existent.
Press releases were never sent out to the media, which could have changed the results on the whole
event and the fundraising impacts for Healthy Smiles. Overall, if Healthy Smiles is looking for an event
to raise awareness of the organization and funds, it is vital to send out media alerts, press releases,
and call journalists to attend and cover the event.
77
Brighten a Future
Surveys
a. Healthy Smiles Parent Survey
In order to receive informative feedback from the parents of the Healthy Smiles community, we
decided to make two surveys, one in English and the other in Spanish since Orange County is made
up of primarily Hispanic and Vietnamese families. This survey includes open-ended questions to allow
parents to state their concerns and opinions, and close-ended questions in order to receive specifc
answers. Some questions focus on the demographic of the families that use Healthy Smiles services,
the frequency of their use of these services, and their overall satisfaction with the organization. We
made sure to include a variety of questions in order to collect useful feedback. This survey will allow
Healthy Smiles to narrow down their focus to specifcally target families needs and wants, improving
the overall public relations plan.
Below are the survey links:
http://www.surveymonkey.com/s/V37KP2F (Parents- English)
http://www.surveymonkey.com/s/VBKYC57 (Parents- Spanish)
Original Research
78
Save a Smile,
Original Research
79
Brighten a Future
Original Research
b. Healthy Smiles Donor Survey
Because Healthy Smiles has so few donors, especially individual donors, we decided to make a
survey for this key public in order to gain insight into how the non-proft operates this part of
their business. Our goal was to fgure out how long, on average, people and corporations have
been donating to Healthy Smiles and if they have donated on more than one occasion. More
specifcally, we wanted to know the drivers behind these donations and what exactly they
entailed, whether they were monetary or in-kind donations. Another intent of ours was to fnd
out how the donors initially heard about Healthy Smiles and how the non-proft could possibly
improve its donor relations so that more people would be willing to contribute to the cause.
By using this survey, the non-proft will be able to receive benefcial information that will help
Healthy Smiles build its number of donors.
The link to the donor survey is as follows:
http://www.zoomerang.com/Survey/WEB22BZGGTSC3H
80
Save a Smile,
Original Research
81
Brighten a Future
Bear, Liz, C.E.O. Healthy Smiles for Kids of Orange County, March 4, 2011.
CaliforniaHealthline. First 5 Raising Concern Over Browns Plan To Shift Prop. 10 Funding.
CaliforniaHealthline: Childrens Health Coverage. 13 Jan. 2011 Web. 08 March 2011. <http://
www.californiahealthline.org/articles/2011/1/13/frst-5-raising-concern-over-browns -plan-to-
shift-prop-10-funding.aspx>.
Children Now. Oral health: Integral to well-being. Expanding childrens access to & use of oral
health services. Web. <http://www.childrennow.org/index.php/learn/oral_health/>.
Diringer, Joel, J.D. MPH. Oral Health: Successes and Opportunities for Childrens Health Initia-
tives The California Endowment. Feb. 2006. Web. <http://www.diringerassociates.com/Oral
percent20Health percent20Policy percent20rev.pdf>.
Edelman, Marian Wright. Deamonte Drivers Death From Toothache Grants More Kids Dental
Care Access The Huffngton Post. 07 March 2011. Web. 08 March 2011. <http://www.
huffngtonpost.com/marian-wright-edelman/deamonte-drivers-dental-care_b_831705.html>.
First 5 Oral Health. About First Smiles Web. <http://www.frst5oralhealth.org/>.
Giasone, Barbara. Tooth decay in O.C. children above state average. Orange County Register
23 Jan. 2009: 1. Web. 16 Feb 2011. <http://www.ocregister.com/articles/dental-124184-child-
renschool.html>.
Health Magazine Staff. Low-Income Californian Children and Adults to Receive Free Dental
Care Worlddental.org Dental Health Magazine. 04 Mar. 2010.<http://worldental.org/dental-
news/lowincome-californian-children-and-adults-to-receive-free-dental-care/1147/>.
Healthy Smiles for Kids of Orange County, 10 March 2011 [http://healthysmilesoc.org/]
Lauer, George. California Falling Short in Kids Dental Care, Studies Say. California Healthline.
01March 2010. Web. <http://www.californiahealthline.org/features/2010/california-falling-short-
inhttp://www.google.com/url?q=http percent3A percent2F percent2Fwww.californiahealthline.
org percent2Ffeatures percent2F2010 percent2Fcalifornia-falling-short-in-kids-dental-care-
studies-say.aspx percent23ixzz1DyYLhBd2&sa=D&sntz=1&usg=AFQjCNGh3Er85aJ6XupoG8
okfzcqWwNPfg-kids-dental-care-studies-say.aspx#ixzz1DyYLhBd2>.
Bibliography
82
Save a Smile,
Bibliography
Pew Childrens Dental Campaign - The Pew Center on the States. Pew Center on the States,
Research and State Policy Initiatives. Web. 13 Feb. 2011.<http://www.pewcenteronthestates.org/initia-
tives_detail.aspx?initiativeID=42360>.
PRWEB. California Dental Hygienists Say National Childrens Dental Health Month Should Be a
Yearlong Effort: California Dental Hygienists Association Conducts Statewide Outreach Efforts to
Provide Low-Income Children Access to Dental Care PRWEB Releases. 26 Feb. 2010. Web.
<http://www.prweb.com/releases/2010/02/prweb3654774.htm>.
Storey, Jeanette, director of development at Healthy Smiles for Kids of Orange County, March 4,
2011.
83
Brighten a Future
Team Message
Its been an absolute honor working with Healthy Smiles for Kids of Orange County over the
course of the semester. After realizing that many families in our own neighborhoods and
community dont have the privilege like we do to be treated by a dentist, we felt compelled to
come up with a campaign that could dramatically enhance Healthy Smiles mission.
We trust that our passion and commitment to this cause is refected in our public relations plan.
Each and every one of us has been humbled by the experience of working with a non-proft like
Healthy Smiles, and we hope you fnd this campaign useful for Healthy Smiles to further succeed
in the future.

Thank you again for this opportunity!

Sincerely,
The Chapman University Student PR Team
save a
SMILE
brighten a
FUTURE
Heal t hy Smi l es

Healthy Smiles Campaign Book

Diunggah oleh

Informasi Dokumen

Deskripsi Asli:

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Healthy Smiles Campaign Book

Diunggah oleh

Hak Cipta:

Format Tersedia

save a

Anda mungkin juga menyukai