Ad Council survey: Many parents concerned about their children's teeth during Halloween

The largest candy-consumption night of the year is right around the corner. More than 80 percent of parents say their kids will participate in a Halloween celebration, and when asked about concerns related to Halloween, more than two-thirds of parents say they are worried about their children's teeth, according to a recent Ad Council survey. However, three out of four parents report that their kids sometimes or frequently forget to brush their teeth on a daily basis. With cavities being a top concern, the Kids' Healthy Mouths campaign is celebrating National Brush Day^® on Sunday, November 1, the day after Halloween, to emphasize the importance of brushing for two minutes, twice a day, every day.

National Brush Day^® is an annual celebration that takes place on November 1 – the day after Halloween. The holiday aims to reinforce the importance of children's oral health and promote good tooth-brushing habits. The event is part of the Kids' Healthy Mouths campaign, a national initiative launched by The Partnership for Healthy Mouths, Healthy Lives and the Ad Council in August 2012, which aims to teach parents and caregivers about simple ways in which they can help improve their children's oral health and prevent dental disease.

"Lots of children enjoy extra candy around Halloween, but parents and kids should understand that eating the candy can lead to problems with their teeth," said Gary Price, Secretary and CEO of the Dental Trade Alliance Foundation. Cavities and oral infections can cause severe pain and increase a child's risk for dental issues and poor health throughout their lives, and basic information like knowing which candies are better for children's teeth can help to prevent bacteria and the breakdown of tooth enamel."

Tooth decay is the single most common chronic childhood disease in the U.S., and poor oral health can impact a child's ability to learn, develop good self-esteem and speak properly. Despite the high rates of oral disease in children, the survey revealed that parents perceive their children's dental health as a low priority compared to other issues such as school safety, nutrition and flu season. In an effort to combat the high rates of oral disease in children, the campaign aims to help parents better understand why poor dental health can have serious consequences and educate families about good dental health habits.

"This campaign really exemplifies the power of advertising to impact attitudes and behaviors," said Lisa Sherman, President and CEO of the Ad Council. "The results we've already seen are truly incredible and I know the reminder from this year's National Brush Day^® will continue the success we've achieved to improve children's oral health across the country."

Parents and families can take part in National Brush Day^® by sharing "brushing selfies" on Facebook, Twitter and Instagram (@brush2min2x). Additionally, parents are also encouraged to visit the campaign website, 2min2x.org, where they can find entertaining videos – all 2 minutes in length – to watch with their children while brushing their teeth. The campaign also offers a free mobile gaming app called Toothsavers that engages parents and their kids in a fun and creative brushing challenge.