Access to NHS dental services was identified as key priority for NHS Trafford. With additional resources been made available to increase NHS dental capacity in Trafford, and a target set for 60% of Trafford residents to have seen an NHS dentist in the previous 24 months by March 2011. To meet this Trafford PCT appointed Perfect Circle as their social marketing agency in August 2010.

Since that date Perfect Circle have worked with Trafford PCT to develop a unqiue social marketing campaign titled ‘Now there’s no excuses’, to direct new patients to register with an NHS Trafford dentist by March 2011 and educate the target audience on the availability of dental places in Trafford.

The campaign also was designed to communicate that everyone should see a dentist regularly, regardless of whether they have their own teeth and raise awareness that good oral hygiene can prevent future health problems, as well as boost self esteem. With pricing identified as a barrier to receiving treatment, key messages we included in the campaign to confirm with the target audience that a simple pricing structure is available for NHS dental treatment.

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