The company is using SMS to help Americans to learn more about oral health and proper care.
Colgate-Palmolive has just announced that it has entered into a new mobile marketing partnership with the Hispanic Dental Association (HDA) in order to launch the toothpaste and oral health product company’s “Oral Health Month” campaign, this year.
This campaign will be geared toward providing Hispanic Americans with more information.
Starting today and running for the length of July, this mobile marketing campaign will be used to help families with a Hispanic American background to learn more about the importance and practice of proper oral care. The reason that this technique was chosen is that Hispanic Americans are increasingly reachable over smartphone channels using SMS.
The mobile marketing channel is considered to be ideal for connecting with Hispanic American youths and adults.
Both Colgate-Palmolive and the HDA are hopeful that the mobile marketing campaign will bring about considerable results. The reason that this is very important is that results are greatly needed, particularly within this demographic. According to data from the HDA, almost 40 percent of Hispanic adults are currently living with oral disease that is going untreated. This is almost twice the figure among non-Hispanic whites. Moreover, twice as many children in Hispanic families are likely to have untreated cavities when compared to the number of their non-Hispanic white counterparts.
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The Office of Minority Health, from the U.S. Department of Health and Human Services, has reported that the highest uninsured rate in the United States is among the Hispanic populations. This can frequently create a hurdle in being able to schedule professional dental visits.
Within the mobile marketing campaign, recipients of the SMS messages will be encouraged to text their zip code and the word “SONRIE” to the shortcode, 24474. For every pledge that they make throughout July, a local dental health clinic will receive $1.00 worth of products from Colgate, up to a maximum of $10,000 (and a minimum of $5,000), with a maximum of $80,000 worth of products being donated overall.
The hope is that the mobile marketing effort will help to reach the communities who require this information the most and that it will encourage them to contact their local dental care professional in order to make an appointment.