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Health Promotion Agency: 'Tooth Fairy'
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In a busy world, asking parents to complete one more task, on a twice-daily basis, is a stretch at best. So Y&R NZ and The Sweet Shop joined forces to bring us the champion protector of children’s teeth - the Tooth Fairy you were never expecting.
Damien Shatford, Director at The Sweet Shop said, "What got me excited about this idea was how it takes on the mythology of the tooth fairy and skews it for parents: If you don't brush your little one's teeth, a fierce looking fairy-lady is going come give you a good sassing." The campaign was launched online on Monday morning, seeded via Flava radio station, clocking up over 33,000 views in less than 12 hours. Look out for more sightings of the Tooth Fairy over the coming months as she embarks on her crusade to improve NZ children’s oral health, championing routine brushing twice a day with fluoride toothpaste.
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