Mars China clinches Health & Wellness Initiative of the Year - China at the FMCG Asia Awards 2022
Innovative EOHP campaign attracts considerable public impressions and lives Mars Purpose.
Mars China takes the Health & Wellness Initiative of the Year - China Award at the recently-held FMCG Asia Awards 2022 for its Sep 20 China’s Love Teeth Day oral health education campaign.
The Sep 20 China’s Love Teeth Day is a nationwide educational campaign organised by the Chinese government to promote oral healthcare. This year, EOHP (Extra Oral Healthcare Program) of Mars China cooperated with the CSA (Chinese Stomatological Association), an authoritative academic social organisation composed of top-tiered dentists, to launch the ‘Shine! Teeth-loving Creators’ campaign to promote oral healthcare on Bilibili.com, a popular video-sharing platform especially amongst younger generations in China, with engaging short videos and vlogs.
This campaign embarks on a journey of reflection and new exploration for oral health education. The primary target audience of the campaign is Gen Alpha and Gen Z, and the goal is to help them develop good habits for general oral hygiene with a focus on teeth care. By leveraging Bilibili.com as a platform, the campaign encourages Gen Alpha to express their wild imaginations and challenges Gen Z to share creative content. This creative campaign attracted more than 5,000 submissions from Gen A and Gen Z within one month. What’s more, all campaign materials on oral health are re-created into courses and are to be promoted in more schools.
Mars China has been keeping the campaign vibrant for two decades. By leveraging innovation, it built a social media matrix with new education models and connected with consumers at different levels. Through collaborations with local partners, EOHP has helped more than 52.1 million Chinese primary students to develop good oral health habits and benefited an additional 40 million people.
In 2022, together with CSA, one of their treasured partners, Mars has held more than 3,000 lectures and classes and reached over 500,000 people through various industry events. This has been estimated to have resulted in an increase of oral health awareness amongst TAs by over 10%, which will help further promote oral health education across China.
Mars believes that Tomorrow Starts Today, and is aiming to help build a future where everyone is thriving and embraces healthy oral care habits. This is also what drives Mars to cooperate with different partners to broaden the influence of the campaigns, but most importantly, explore innovative ways and channels of communication to increase the engagement of category education and extend the influence to young people. Next year, Mars will bring the oral health classes generated from the 920 campaign to more schools.
This prestigious award program recognises the most outstanding companies in the Asia Pacific FMCG industry with exemplary performance of innovative products and initiatives.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
