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Worth Saving

Your Teeth are Worth Saving

AAE’s public awareness campaign

Worth Saving Logo

“Worth Saving” is meant to bring to life that, like your natural teeth, there are things, people and places that are worth revering.

At the AAE Board’s directive, implement a multi-year public awareness campaign with the goal that:

“The public will value saving their natural teeth and seek endodontists as the first choice for their care. They will understand what an endodontist does and how they are different from general dentistry providers.”

“Worth Saving” is meant to bring to life that, like your natural teeth, there are things, people and places that are worth revering.

Recent Metrics

Need to brush up on our campaign? These PDFs provide the perfect refreshers, complete with an update on what's new.


Get to know the campaign better with some of our favorite videos.

How it Got Started!

See how it all began with this informative Worth Saving introduction video!

Worth Saving ad in times square, NYC.

Persuasive Digital Ads

The Association has been running a cutting-edge digital ad campaign and its ads have appeared in places like Manhattan’s Times Square and on multiple online news sources web pages.

CNN, Google, and The Washington Post logos

Since launching, there have been millions of impressions on AAE’s ads.

As Seen In

Extra! Extra! AAE Featured on and More!

The Association continues to make headlines, most recently on the phenomenon of cracked teeth amid COVID-19.

AAE President Dr. Alan S. Law, and others, have been featured in articles from news sources like CNNU.S. News & World ReportUSA Today and more!

Some of the articles were picked up in other big-name outlets, like the Chicago Sun-Times and New York Post.


Digital Campaign

Explosive Performance in FY 20-21

  • 2,000,013 Patient Website Users (up 68% year over year)
  • 69,788 Users (up 40% year over year)

    Tooth Pain Paid Media

    • 9,500,016 Impressions (up 168% year over year)
    • 75,050 Clicks (up 71% year over year)

    Before Tooth Pain Activations

    • 3,012 Media Outlets (up 139% year over year)
    • 855,000,173 Audience Reach (up 142% year over year)

Facebook Followers


Twitter Followers:


Instagram Followers


LinkedIn Followers


“Like our treasured state parks or a beloved family heirloom, a person's natural teeth are worth saving!”

Chicago Tribune

Chicago Times

“Some things, like your natural teeth, are truly worth the effort to take care of and preserve. And most Americans agree.”

The Columbus Dispatch

The Columbus Dispatch

“The Charles River Esplanade is one of four national landmarks in a contest started by the American Association of Endodontists in an effort to recognize the importance of natural preservation.”

Boston Sun

The Boston Sun logo

 “Percentage of millennials who ranked teeth as the No. 1 thing they would save or maintain about their body, compared to baby boomers' preference for saving their eyesight, according to a survey conducted by the American Association of Endodontists: 24”


uexpress logo in white

Compelling Videos

The AAE produced professional videos to truly get into the spirit of what's "Worth Saving" and to get to know some other "savers" out there who work to save, preserve and revere something.

We all know endodontists specialize in saving teeth. But to truly get into the spirit of treasuring what's "Worth Saving", we wanted to get to know some other "savers" out there who work to save other things that are worth preserving and revering.

AAE Savers: Dr. Mohamed I Fayad Speaks With a Park Ranger
In this second installment of "Savers", our very own Dr. Mohamed I. Fayad speaks with Kathy Schneider, superintendent, Pullman National Monument, National Park Service.

AAE Savers: Our very own Dr. Louis E. Rossman sat down with Jilliann Wilcox, senior art conservator with Philadelphia's Conservation Center for Art & Historic Artifacts to learn more about what it is that she saves -- and also talk teeth.

“Worth Saving” is meant to bring to life that, like your natural teeth, there are things, people and places that are worth revering.

In a world where people often look to buy the newest version or the trendiest item, we want to pay respect and homage to things that cannot be replaced and are truly “worth saving.” Visit to learn more about this important effort.)

Onward to Future Success

AAE’s Worth Saving had an incredible first two years and the Association is looking forward to maintaining the momentum as Worth Saving continues this year with another landmark competition, more social media, increased coverage in the press and more quality videos!

  • Coverage in major media outlets
  • Satellite media tours
  • Save Your Tooth Month celebrations (May of every year)
  • Social media growth
  • Continued traffic via our digital campaign to

To get involved

Follow the AAE on our social media channels.

To Learn More

To learn more or ask questions, email the AAE at

Email Us

Worth Saving Articles

Save the Date for Save Your Tooth Month!

Each May, we take some time to celebrate the importance of saving natural teeth, in a big way. In the past, both endodontists and patients…

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A Year Worth Saving: A Look Back

Despite a global pandemic, the AAE’s public awareness initiative Worth Saving achieved new levels during 2021. It  took on a slightly new tone and a…

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AAE’s Worth Saving Reaches New Heights

AAE’s Worth Saving, an initiative meant to increase awareness about endodontists and the vital work they perform to save natural teeth, continues to reach new…

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Extra! Extra! AAE Featured on and More!

Weeks after the AAE’s highly successful satellite media tour, the Association continues to make headlines , most recently on the phenomenon of cracked teeth amid COVID-19. 

Read More »

AAE Wins Multiple Awards

The AAE is pleased to announce we have won a Public Relations Society of America (PRSA) – Chicago Chapter Skyline Award of Excellence for our Worth Saving…

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AAE Launches Second Annual Worth Saving Landmarks Contest

Last week, we launched the second “Worth Saving” Landmarks Contest. This is your chance to vote at for your favorite of these four landmarks:…

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