From the Nominator

"In an effort to increase awareness of pediatric dental care services at the university's newly opened oral health clinic, the development of Teeth Rex offered us the opportunity to create a character that would resonate with children, especially those tied to the youth outreach efforts of our Hunt School of Dental Medicine. To tie in our brand, Teeth Rex uses the institution's familiar double T as part of his name, which is a play on T-Rex.   

A young dinosaur with a friendly face, Teeth Rex's purpose is to relate to children and help them overcome their fear of the dentist. The character debuted at the dental school's first pediatric outreach effort, Neighborhood Smiles Day. Forty patients from Zavala Elementary School—many of whom had never been to a dentist—were bussed to the dental school's oral health clinic for care. The kids, in grades 3-5, were welcomed by dental students wearing Teeth Rex branded shirts and handed their own shirts during registration. Dinosaur prints were placed throughout the lobby, and a Teeth Rex photo cut-out allowed patients to take photos with their student dentists.   

Following standard dental screening and care, the patients visited education stations with games designed to help them focus on good oral health care. As they left the clinic, each were handed a care bag that included a Teeth Rex story card with a dental clinic contact information, a Teeth Rex appointment refrigerator magnet, Teeth Rex stickers and dental supplies."

From the Judges

This marketing initiative demonstrated an awesome purpose, capturing attention with its compelling message and creative approach. The amazing outcomes achieved through this campaign are truly commendable. The idea of using a dinosaur as a friendly character for kids was a nice touch, effectively engaging the target audience and making the campaign relatable and enjoyable.