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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.

Do You Know What's Worth Saving?

How well do you know the Worth Saving public campaign? Did you know that over 140,000 patients used in 2022? Did you know our recent Satellite Media Tour garnered over 30 million impressions? Did you know that millions of patients have used our patient website? The word is getting out.

Worth Saving is working for you, and we're elevating endodontists in the eyes of the public.

Worth Saving is reaching patients and beyond!

Extra, extra! Read all about our campaign in the Worth Saving Gazette: A 2023 Campaign Update.

Digital Campaign

CNN, Google, and The Washington Post logos

Persuasive Digital Ads

The Association has been running a cutting-edge digital ad campaign and its ads have appeared online as Google search results and display ads in a variety of media outlets! Since launching, there have been millions of impressions on AAE's ads.

Worth Saving Earns Association and Endodontists Favorable Media Coverage

The Association continues to make headlines! AAE President Dr. Craig S. Hirschberg and Past Presidents Dr. Stefan I. Zweig, 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.

The Latest: Incredible Performance in 2022-23 Fiscal Year

Since July 1, 2022, here is how our digital ad campaigns have performed:

• 21 Million+ impressions (50% over goal)
• 100,000 clicks
• 60,406 conversions where conversion means the user reached (76% over goal!)

The Cost Per Click (CPC) has gone down from around $1.27/click to around $1.20/click (compared to the goal of $3.85/click). A big reason for this is the fact that the site's organic SEO has improved quite a bit which impacts the quality score and means you pay less on ads than others.

• Patient Site Traffic - nearly 1.9 million people visited all AAE websites
• Approximately 711,127 unique visitors on "What is a Root Canal?" page
• More than 233,000 searches of the Find My Endo directory

Facebook Followers


Twitter Followers:


Instagram Followers


LinkedIn Followers


As of OCTOBER 11, 2023

"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.

How it Got Started!

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

Smiles Are Worth Saving: 2023 Update

Smiles are worth saving, much like the natural teeth they're comprised of! Check out a compilation of AAE's Worth Saving campaign activations.

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.

Worth Saving 2020 Update

2020 was a year unlike any other! Get to know the campaign efforts better with this recap.

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.

New York: What's worth
saving to you?

We teamed up with a camera crew to ask New Yorkers what's worth saving to them!

Chicago: What's worth
saving to you?

Our camera crew asked folks in the Windy City - what's worth saving to them!

Onward to Future Success.

AAE's Worth Saving had an incredible three years so far 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
Endodontists chatting while looking at tablet

To get involved

Follow the AAE on our social media channels.

To Learn More

To learn more or ask questions, email the AAE at

Worth Saving Articles

Matters of Head, Heart and Oral Health

Arguably the sweetest month of the year, February is Healthy Heart Month. Not surprising — as doilies and Valentines abound, the universal shape of affection…

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This February, Consider Another Aspect of Children’s Oral Health: The Root Canal Treatment

When it comes to the dental health of our children, the public tends to often think about avoiding sugar and cavities; brushing and flossing regularly;…

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Major Morning News Shows and Cable Networks to Air Special Message From AAE President During the Week of Sept. 19!

AAE President Dr. Stefan I. Zweig recorded two PSAs featuring key Worth Saving messaging that are set to air on several major networks — and…

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AAE President Dr. Stefan I. Zweig Appears on ‘California Live’ Show

“California Live” is a lifestyle show that covers beauty, glamour, fitness, food, health and tech. The show has also just taught audiences how to “treasure…

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Worth Saving Campaign: 5 Things to Know

Did you know the AAE’s Worth Saving campaign is in its third year and thriving? “Worth Saving” is meant to bring to life that, like…

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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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