Christmas is one of the toughest times of year for teeth. Constant grazing, sugary treats and late nights create the perfect conditions for dental damage, while access to emergency appointments all but disappears. Toothfairy set out to flip the narrative, encouraging people to enjoy the festive period without fear, as long as they followed a few smart, preventative habits.
Challenge
- Festive messaging around health often feels restrictive or joyless
- Grazing and sugary snacks increase sharply over Christmas
- Dental emergencies spike at a time when appointments are hardest to secure
Key Statistics
- 24 broadcast interviews secured
- 7,597,000 total reach
- Coverage across LBC, TalkTV, TalkRadio and BBC regional stations
- Strong national and local pickup in the lead-up to Christmas
Action
The campaign was led by Dr Deepak, dentist and CEO of Toothfairy, who delivered clear, practical advice without lecturing. The messaging focused on timing rather than restriction, encouraging people to eat sweets with meals, finish with cheese or water, and avoid constant snacking. Broadcast interviews leaned into relatable festive behaviours, from grazing on Quality Street to red wine stains, offering simple “cheat codes” to protect enamel and avoid emergency trips to the dentist. Strong placement on LBC and repeated national discussion on TalkTV and TalkRadio ensured the advice landed during peak seasonal listening moments.
Results
- 24 broadcast interviews across national and regional outlets
- 7.6 million reach across radio, TV and online
- Prominent national exposure on LBC, TalkTV and TalkRadio
- Consistent delivery of practical, non-judgemental dental advice
- High engagement driven by seasonal relevance and clear takeaways
Key Takeaways
- Health advice lands best when it allows people to enjoy, not restrict
- Seasonal hooks create urgency and relevance
- Practical, preventative guidance builds trust and recall
- Clear expert voices cut through festive noise and misinformation
