The Adventures of Ratoncito Pérez

Objective:

  • Forward Delta Dental’s mission of promoting proper dental hygiene in the communities it serves

Strategy:

  • Developed a dental wellness education initiative in public school systems across the country, including schools in South Florida, Atlanta, Houston and Dallas. Built the strategy around the cultural tradition and legend of Ratoncito Pérez, the Hispanic community's equivalent to the tooth fairy. Tactics included:
    • A media relations tour with Ratoncito Pérez and a local dentist
    • In-school presentations featuring Ratoncito Pérez, who led interactive activities

Results:

  • Efforts resulted in additional school partnerships, the expansion of the initiative in each activated market, and the opportunity to launch the program in additional cities
  • Reached more than 31,000 students
  • Received positive feedback from the school district leaders across all markets
  • Generated +32 million impressions through positive, culturally-relevant coverage in national and local Hispanic broadcast, print and online outlets, including Telemundo, Univision, CNN en Español, ESPN Deportes and UniMás.
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