American Academy of Pediatric Dentistry Launches New ‘Big Authority on Little Teeth' Branding

American Academy of Pediatric Dentistry Launches New ‘Big Authority on Little Teeth’ Branding

October 9, 2013 – The American Academy of Pediatric Dentistry (AAPD), the leading authority on children’s oral health, today unveiled its new logo and tagline, “America’s Pediatric Dentists, The Big Authority on Little Teeth.” This new branding is an effort to better connect with parents and caregivers and educate them on the critical need for early check-ups and regular oral care for children. The new brand identity is the start of a consumer-focused effort to include a broad awareness campaign launching in 2014.

“America’s pediatric dentists are uniquely trained to address the important oral health issues that children face,” said Dr. Warren A. Brill, pediatric dentist and AAPD president. “Between the epidemic of dental disease among children and the significant changes to dental coverage under healthcare reform, parents and caregivers need an authoritative resource to help them navigate these critical issues related to the health and well-being of children.”

The new branding includes the unchanged AAPD logo mark paired with a new tagline that is styled to reflect the approachability, care and expertise of pediatric dentists.

“‘The Big Authority on Little Teeth’ branding is designed to clearly communicate the AAPD’s role as a primary source of children’s oral health information to the public,” said Dr. John S. Rutkauskas, AAPD CEO. “We believe this new branding incorporates our existing identity while moving the organization in a new direction to better connect with consumers.”

Tooth decay is the number one chronic childhood disease in America, with 16 million children suffering from dental disease. According to the Centers for Disease Control and Prevention, tooth decay affects more than 25 percent of U.S. children between the ages of two and five. If left untreated, tooth decay causes pain and infections that may lead to problems such as eating, speaking, playing and learning.

Under the Patient Protection and Affordable Care Act (ACA), an estimated 3 million children are expected to immediately gain dental insurance coverage under state health insurance exchanges and an additional 3 million under Medicaid. The AAPD worked closely with healthcare legislators to secure the ACA’s inclusion of the pediatric oral health benefit requirement as part of the essential health benefits package.

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