EDITORS & NEWS DIRECTORS:  Photos and BetaSP tape available 

FOR IMMEDIATE RELEASE

WEST ALLIS, WIS., Sept. 26, 2007 – A new 30-second television spot and print brochure will help the Wisconsin Dental Association (WDA) and its 2,900 member dentists educate adults statewide about how periodontal (gum) disease makes it difficult for diabetics to control blood sugar, thus increasing the need for insulin and raising the risk of complications.

This gum disease-diabetes connection is the latest subject of the “Brush and Floss or Else...” Healthy Choices campaign which raises public awareness of the importance of oral health to overall physical well-being. Women 35 to 54-years-old are the target audience for the new TV spot titled "The Tuneup", because as wives and mothers they are often the driving force behind family members’ dental care.

An estimated 20.8 million children and adults, or seven percent of the U.S. population, have diabetes according to the American Diabetes Association. The total annual economic cost of diabetes in 2002 was estimated to be $132 billion, or one out of every 10 health care dollars spent in the United States.

“For 14 years, WDA dentists have invested substantial financial and association staff resources in statewide public awareness campaigns to promote healthy choices and educate the public about such issues as dental office safety, health care costs, consumer dental plan options and damage done to teeth by drinking too many acidic, sugary beverages,” says WDA President Dr. Eva Dahl of Onalaska. “This new message again provides a valuable service, because most people are unaware of the link between periodontal disease and diabetes. Early diagnosis and treatment by a dentist can help prevent long-term, irreversible damage to gums and teeth while minimizing diabetic complications, thus improving the patient’s quality and length of life.”

The new spot takes place in an auto service center. A woman is waiting for her car to be checked and passing the time glancing between a magazine and TV where the WDA spot that highlights the connection between gum disease and increased risk of heart disease is playing, when the WDA “dentist” character appears in the chair next to her.

Recognizing him from the gum-heart disease spot on the service center TV she says, “Hey, you’re...”

“Yes, I’m a dentist,” the WDA character acknowledges.

The woman clarifies, “I’m here to have my car checked,” and the dentist challenges her saying, “Oil’s low; your blood sugar is high…You’re diabetic and you have periodontal disease.” He goes on to explain that periodontal disease makes it difficult to control blood sugar.

The spot closes with both characters watching the TV and nodding agreement to, “Brush and floss or else…”

Group One Marketing of Menomonee Falls and Endless Productions of Shorewood again helped the WDA create this latest educational and entertaining television spot. It will run initially Sept. 30 on Fox Sports Net Wisconsin during a Milwaukee Brewers game broadcast and will begin airing statewide the week of Oct. 8 on some 20 commercial and cable stations covering the state. It also is available for viewing online at WDA.org.

In addition to the TV spot and online information, a patient education brochure with helpful dental health information will soon be made available through WDA member dentists and radio spots are tentatively scheduled for summer 2008.

Established in 1870, the Wisconsin Dental Association (WDA) is headquartered in West Allis. With more than 2,900 members statewide, the WDA represents the vast majority of practicing dentists in Wisconsin. Its members are committed to promoting professional excellence and quality oral health care. The WDA is one of 53 constituent (state-territorial) dental societies of the American Dental Association - the largest and oldest national dental association in the world. For more information on the WDA, call 414-276-4520 or visit www.wda.org.

September is Adult Oral Health Awareness Month

CONTACT:                 Carol S. Weber, APR, Director of Public Relations
PHONE:                     414-755-4108
E-MAIL:                     cweber@wda.org