TARGET SEGMENT

School going children between the age of 5-15 years. Through these
children the message can also be focused towards parents and other
80% Children
with poor oral
33%
health are of children with
decision makers within the household to try and change the existing children in poor dental hygiene
3
behaviour norms. times more
India suffer report feeling less
susceptible to
LACK OF INCENTIVES 1. from oral. confident while
poor nutrition and
Most children do not find brushing twice to be a rewarding health developmental speaking
experience . For them it is another mundane activity that needs
to be carried out with no sense of achievement or excitement. issues issues
BEHAVIOUR EMULATION 2. RECOMMENDED
Children often emulate the behaviour of their parents.
Most don't brush twice since the adults around them POSITIONING STRATEGY
don't exhibit the same behaviour.
Poor dental hygiene in children can affect their self-esteem and negatively
NON-CONDUCIVE ROUTINES 3. influence their behaviour growing up. Brushing twice a day can keep oral
Most young children in the age groups of 5-15
y/o typically tend to fall asleep immediately problems at bay and improve confidence.
after dinners. This makes them susceptible to
not brushing at night.
Children with low self-esteem are more susceptible to not
LACK OF AWARENESS 4. 1. interacting with their peers and forming bonds. This in turn affects
Dental issues come to the forefront only when their socialising skills.
the issue requires medical attention and not
while it is at a developmental stage These children also report lack of initiative and enthusiasm. They
BARRIERS TO 2. typically tend to miss classes which in turn can hamper their
BORING ACTIVITY 5. BEHAVIOUR
academic performance in the long run.
Most kids live in the moment
Attitude changes can not only influence their current behaviour but
and seek constant stimulation.
Brushing to them is like a chore.
ADOPTION 3. their future educational choices and life decisions.
 DRIVE AWARENESS INFLUENCE USERS ENGAGE USERS SUSTAIN BEHAVIOUR
Generate awareness about the Get consumers to believe that good Get consumers to brush twice daily Enable consumers to retain the habit
1. correlation between good oral
health and self-esteem
2. oral hygiene can improve the quality of 3. and provide resources that enable 4. of brushing twice daily and
life it converting it into a behavioural trait

MEDIA STRATEGY
DEVELOP A BRAND
MASCOT
Personifying/ cartoonifying PRINT MEDIA STRATEGY AD CAMPAIGNS ON TV
the brand can help to form
an emotional connection Launch TV campaigns centered around the
between the children and benefits of night time brushing and the 1.
Colgate. This will also help positive effect it can have on a child's self-
to get the message of esteem
brushing twice daily across
in a personal manner The campaign is launched on channels
catering to kids and those portraying family 2.
content

COME UP WITH "BRUSH TIME" CONTENT Have the campaigns run during those
Encourage kids to inculcate a 2-minutes window
hours where the target group visibility is 3.
supposed to be the highest i.e; in the
at night to brush their teeth. This can be aided
case of children the hours between 4pm
using content aimed at entertaining the kids
to 9pm would be ideal. This is done by
exactly for a duration of 2 minutes, post which a
taking into consideration the hours they
timer will go off indicating the end of the
spend at school and back at home.
brushing cycle.

4.

#
LAUNCH COLGATE #2MINUTE CHALLENGE
Preferably the campaign
The #2minute challenge will feature children on Colgate's
will be run for a duration
social media handles trying to attempt a variety of tasks in
of 3-4 months to raise
2 minutes. This would place emphasis on the fact that with
Have posters and advertisements run awareness but not lead to
just 2 minutes oral health and self-esteemed can be
across both English and vernacular loss of relevance that can
withheld. It would bring forth the notion of spending a
newspapers. Can have the ads placed in occur due to continuous
fraction of one's time to ensure better dental health
the children's supplements too. display of the same ad.
 Have Colgate tie up with schools across the
country to spread awareness about the importance

1. of brushing twice daily. Colgate can interact in the

form of quizzes, activities and entertainment
options.