In order to build brand reputation for Delta Dental, we developed a national wellness campaign targeting parents and their children in partnership with the public school systems across the country. Initiatives included developing a bilingual children’s coloring book aimed at educating public school children about dental health through the cultural tradition and legend of Ratoncito Pérez. An in-school activation program was also rolled out and included the mascot’s visits to schools across several markets, including Florida, California, Georgia, New York and Texas.
The program increased brand reputation and business for local sales teams, and reached over 31,000 families.
