{"id":24511,"date":"2023-07-01T09:07:11","date_gmt":"2023-07-01T14:07:11","guid":{"rendered":"https:\/\/www.aae.org\/specialty\/?p=24511"},"modified":"2023-07-01T15:09:00","modified_gmt":"2023-07-01T20:09:00","slug":"educating-the-public-aaes-worth-saving-campaign","status":"publish","type":"post","link":"https:\/\/www.aae.org\/specialty\/educating-the-public-aaes-worth-saving-campaign\/","title":{"rendered":"Educating the Public: AAE\u2019s Worth Saving Campaign"},"content":{"rendered":"

\"\"I\u2019ve been an endodontic educator for a very long time, but this year I have found myself addressing a different student body: the public.<\/p>\n

As part of the AAE Executive Committee, we\u2019re made aware early on that our eventual Presidency will involve media appearances. In recent years, the number of appearances has risen sharply, to a new record total of 58 interviews for Past President Dr. Stefan Zweig last year! (And about 200 million-plus views generated from a total of\u00a02,461 outlets that ran the interviews!)<\/p>\n

Admittedly, it\u2019s hard for me to fathom conducting that many interviews in the course of a year. I admire Stefan for becoming the media aficionado he is now. Staff assures me that I, too, will become increasingly comfortable speaking with reporters.<\/p>\n

My initiation occurred when I represented the AAE on Fox 31\u2019s Great Day Colorado<\/em> on May 23 and on CW33\u2019s Inside DFW<\/em> on June 5<\/a>. Although I confess that this took me out of my comfort zone, my confidence has increased after my two initial TV appearances. But still \u2013 58 interviews is a lot!\u00a0 I especially enjoy informing the public that they can refer themselves to an endodontist by using findmyendodontist.com<\/a>.\u00a0 I wish this valuable tool existed when I completed my training 40 years ago!<\/p>\n

For anyone who needs a refresher, the AAE\u2019s \u201cWorth Saving\u201d public campaign is meant to bring to light that, like your natural teeth, there are things, people and places that are worth revering.<\/p>\n

As a directive from the AAE Board, in 2019 we implemented a multi-year public awareness campaign with the goal that: \u201cThe 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.\u201d<\/p>\n

To gain more knowledge on the campaign, I recommend referencing this publication, which details campaign activations from 2019-2022<\/a> \u2013 this year\u2019s update will have much more to add to that timeline!<\/p>\n

One of the larger offshoots of our Worth Saving campaign is Save Your Tooth Month. In addition to off-the-charts social media engagement (hundreds of followers gained on Instagram alone), 2023\u2019s iteration of this special month included Illinois<\/a>, Tennessee<\/a> and Texas<\/a> state legislatures proclaiming May as Save Your Tooth Month in their respective states. If you missed seeing this live at AAE23, I hope by now you\u2019ve seen the images of our Save Your Tooth Month \u201cpi\u00e8ce de resistance\u201d \u2013 our message that boldly lit up the Chicago skyline May 5-7 \u2026 check it out again<\/a>!<\/p>\n

It may seem like the stars have aligned to make activations like those happen, but in reality, it\u2019s by design: In recent years, the Worth Saving campaign has become linked more tightly than ever with the AAE\u2019s Strategic Plan: Goal 1 follows that the public will value saving their natural teeth and seek endodontists \u2013 the specialists in saving teeth \u2013 for their care.<\/em><\/p>\n

Our desired outcomes for this goal are to increase the value the public places on saving their natural teeth, increase public awareness of the specialized training and expertise of endodontists, increase public awareness of the relationship between oral health and systemic health, elevate AAEs digital presence, and help members see the value and participate in public awareness initiatives.<\/p>\n

There are also those media moments and campaign opportunities that come out of the blue: a prime example being President Joe Biden\u2019s root canal procedure a few weeks ago. As soon as we heard word that President Biden had undergone root canal treatment, the AAE issued a news release<\/a> designed to help the public better understand the procedure \u2013 given that the term was practically trending. The release enjoyed a potential audience of more than 293 million, and 387 individual pickups.<\/p>\n

We have only just begun the 2023-2024 membership year! While we cannot anticipate every opportunity provided by the news cycle to promote public awareness, we will continue to disseminate the truth that teeth are worth saving and that endodontists are the experts in saving teeth \u2013 and I look forward to all of the upcoming opportunities to deliver that message.<\/p>\n","protected":false},"excerpt":{"rendered":"

I\u2019ve been an endodontic educator for a very long time, but this year I have found myself addressing a different student body: the public. 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