With new research showing how oral health can impact pregnancy, Crest and Oral-B wanted to build relationships with the primary health care providers for moms-to-be.

So MPG crafted a booth and live presentation for the Association of Women’s Health, Obstetric and Neonatal Nurses Convention that used humor as the door to serious information. Since oral health issues are common during pregnancy, we educated our audience that most moms in their care are “Dirty Mouth Moms,” suffering from gingivitis and plaque build-up, exacerbated by a common fear of visiting a dentist while pregnant.

Then, we told them how to help “clean it up” with support from Crest + Oral-B and the March of Dimes.

The concept came to life with sound clips of moms talking to their doctors with words bleeped out, speech bubbles with symbols representing “dirty talk,” and booth graphics showing pregnant women covering their mouths. Nurses loved the approach, and stuck around to learn about how their guidance and recommendations can help create healthier moms and stronger babies.

A similar, MPG-created presentation at the American Congress of Obstetricians and Gynecologists’ annual meeting earned such a positive reception that plans are in the works for more outreach to these important influencers.