Based on extensive market research, D&A developed the My Reason to Smile digital advertising and social media campaign to simultaneously educate Marylanders about new benefits and promote the importance of oral health. Even though privacy restrictions prevented us from directly identifying Medicaid beneficiaries, we got creative. We devised a lookalike model by aligning our audience targeting with Medicaid eligibility criteria, such as income level and age. Ads were developed in both English and Spanish to expand our reach to as many Medicaid enrollees as possible.

The campaign also helped build grassroots momentum through stakeholder toolkits, allowing dental practices and community health organizations to spread the word.