FOUSP, Latin America’s biggest university and a world reference in scientific studies, uses baby teeth on hundreds of researches that ultimately improve the public health system and ultimately save thousands of lives. But, despite the fact they are constantly in the news asking for donations, they had only received a bit less than 500 baby teeth over the last 6 years. That’s because people hadn’t understood the real importance of baby teeth. Plus, there’s the Tooth Fairy. The Tooth Fairy’s role as we understand nowadays is wrong. She stimulates children to exchange something valuable for money or other material good. That’s wrong! The Tooth Fairy should be telling parents and kids that they can do much more with their baby teeth! So, every day, thousands of baby teeth that can be used by Science are discarded, lost or forgotten. We realized that FOUSP desperately needed an everlasting campaign, something that would make people understand, once and for all, that baby teeth are organs that should be donated.
We came up with a twist for The Tooth Fairy myth. For the first time, the Tooth Fairy herself told everyone a well-kept secret and revealed where she lives. It’s 'The Tooth Fairy’s Address'. Now, parents and kids know that the Tooth Fairy lives at FOUSP, where the scientific studies take place. So, instead of exchanging their kid’s baby teeth for money, parents can encourage and teach them, at a young age, to do real good for other people, thus building positive values. And we made the process of donating really easy: all people need to do is to click on a button on the Tooth Fairy’s Address website and we will send them a sealed envelope that is a consent form as well. This way, they can place the baby tooth inside and ship it to The Tooth Fairy at FOUSP, free of charge.
But making teeth donation easy wasn’t enough. We had to put the story out there. So, we told everyone on every pertinent touch point this amazing news. We created an animated short film to be shared on WhatsApp and social platforms. We also wrote a children’s book that was distributed at dentistry offices and schools. It can also be downloaded on the Tooth Fairy’s Address website. We spread OOH all over São Paulo. We presented the project to the Brazilian Dentistry Association and distributed Tooth Fairy’s dolls so the Fairy herself could ask for donations. Influencers who are parents of kids from 7 to 9yo. posted their children’s teeth donations helping spread the word. It was an integrated effort to convince children and parents they have an opportunity to do good by changing a cultural habit. We implemented the campaign with the help of scientists, dentists and teachers, a real group effort to spread the message through every pertinent touch point.