CHALLENGE
Many people suffer from tooth sensitivity, causing pain and discomfort when consuming hot, cold, or crunchy foods and drinks. This sensitivity often leads them to adapt their eating habits in uncomfortable ways, such as eating from one side of the mouth. Despite the significant impact on quality of life, dentists often do not prioritize addressing tooth sensitivity, viewing it as a minor issue and recommending solutions like Sensodyne only for short-term relief.

INSIGHT
Patients experience unique and profound discomfort due to tooth sensitivity, which affects not only their physical well-being but also their emotional and social lives. The constant need to avoid triggering pain can lead to awkward, restrictive behaviors and a diminished quality of life. By highlighting these personal stories and the hidden realities of sensitivity, we can illustrate the substantial impact this condition has on daily life. Dentists need to see these impacts firsthand to fully appreciate the seriousness of the issue and the necessity of long-term solutions.

SOLUTION
The "Set Mouths Free" campaign uses a patient-centric approach to transform dentist perceptions and treatment recommendations regarding tooth sensitivity. By dramatizing the lives of those affected through a series of compelling visuals and personal stories, the campaign connects hard data with emotional experiences. This integrated approach includes digital and print materials, such as eSales aids, posters, and leaflets, all designed to initiate meaningful conversations between dentists and patients. The campaign aims to shift dentist behaviour, encouraging them to see sensitivity as a significant quality-of-life issue and to recommend Sensodyne for long-term relief, ultimately improving patient outcomes and satisfaction.