Australian Dental Association

The Situation

The Australian Dental Association Inc is a national association of dentists committed to promoting the art, science and ethical practice of dentistry, improving the oral health of the community and enhancing the professional lives of its members.

In 2010 the Dental Board of Australia was due to release an interim policy on the regulation of the sale of higher concentrations of peroxide in relation to teeth whitening procedures.

The ADASA decided to take a stronger lobbying stance than its national parent body and as a result required PR support to help generate media coverage of its key campaign messages. 

Hughes PR worked with ADASA from 2010 to 2011, beginning with a targeted media approach to Channel 10 which led to a broader local public media launch to support ADA Incorporated’s national teeth whitening campaign and the release of the final policy by the Dental Board.


Key objectives of the campaign were to:


Key activity included:

Arranging media access to ADASA member Dr Angelo Papageorgiou’s practice on Wakefield Street so the media could film a whitening treatment being conducted by a qualified dentist.