Consumer Awareness Program
Bringing the benefits of orthodontics to more people.
The AAO’s Consumer Awareness Program (CAP) is the only mass-market campaign designed to introduce the benefits of orthodontic treatment. Key to the campaign – particularly in today’s world of direct-to-consumer everything – is to promote the importance and value of receiving care from qualified professionals, namely, orthodontists.
The digitally focused effort uses various free and paid tactics to drive traffic to AAO’s consumer-facing website. In FY24, CAP ads drove over 10 million visits to the AAO consumer website. And we’re not done yet. We continue to post to major social media channels on a regular basis with informative, entertaining and engaging content.
As an AAO member, you can access CAP marketing assets to enhance your practice’s visibility. We provide user-friendly marketing materials, including social media posts, consumer blogs, informational videos, and logos, to help you promote your practice effectively.
Key AAO CAP Channels
Follow our key social media channels and share any content for your practice.
Key Stats
4 million
find an Orthodontist annual visits.
95%
of consumers research online.
750 million
impressions of CAP online ads.
How can these help your practice?
We will always be advocating for you and promoting the specialty on the national stage. But we’re also proud to provide you with a wealth of resources you can use to promote your own practice.
As an AAO member, you have full access to our digital library. You can download and customize these materials for your own practice, and share them in posts, ads, and more.
CAP by the numbers FY20-21: United States
| State | Total Impressions | Total Video Views | Total Engagements | Web Users |
| Alabama | 5,143,530 | 738,872 | 94,020 | 52,992 |
| Alaska | 488,751 | 70,907 | 8,485 | 4,201 |
| Arizona | 3,203,334 | 525,542 | 58,357 | 44,744 |
| Arkansas | 2,910,489 | 418,413 | 52,652 | 26,099 |
| California | 22,385,289 | 4,821,393 | 635,856 | 426,783 |
| Colorado | 2,352,909 | 367,131 | 42,338 | 42,704 |
| Connecticut | 2,815,292 | 356,004 | 42,418 | 29,908 |
| Delaware | 769,906 | 100,408 | 12,273 | 7,161 |
| Washington, District of Columbia | 740,752 | 116,410 | 10,559 | 32,264 |
| Florida | 17,181,335 | 2,447,575 | 330,968 | 251,943 |
| Georgia | 9,531,971 | 1,247,843 | 183,452 | 161,362 |
| Hawaii | 1,169,578 | 219,538 | 25,024 | 14,786 |
| Idaho | 929,209 | 140,740 | 16,190 | 10,217 |
| Illinois | 10,381,086 | 1,483,234 | 209,862 | 166,971 |
| Indiana | 5,516,906 | 625,676 | 79,194 | 49,960 |
| Iowa | 2,849,926 | 332,734 | 44,023 | 27,683 |
| Kansas | 2,641,871 | 330,451 | 42,177 | 35,231 |
| Kentucky | 5,390,613 | 599,793 | 79,102 | 39,755 |
| Louisiana | 4,328,409 | 645,203 | 82,146 | 41,864 |
| Maine | 1,588,477 | 117,546 | 17,624 | 9,257 |
| Maryland | 4,569,619 | 603,718 | 73,362 | 51,272 |
| Massachusetts | 5,449,413 | 727,277 | 87,009 | 69,168 |
| Michigan | 8,502,832 | 968,285 | 122,482 | 86,720 |
| Minnesota | 4,104,861 | 490,825 | 61,873 | 48,283 |
| Mississippi | 2,979,455 | 449,965 | 56,666 | 29,232 |
| Missouri | 4,815,838 | 609,657 | 76,287 | 51,873 |
| Montana | 616,844 | 75,889 | 9,511 | 5,076 |
| Nebraska | 1,676,579 | 221,470 | 27,931 | 20,818 |
| Nevada | 1,812,798 | 325,530 | 35,053 | 29,529 |
| New Hampshire | 1,135,666 | 103,014 | 13,506 | 10,106 |
| New Jersey | 8,104,858 | 1,124,857 | 177,294 | 102,990 |
| New Mexico | 1,479,569 | 228,991 | 28,475 | 14,718 |
| New York | 22,743,205 | 2,958,261 | 583,989 | 327,676 |
| North Carolina | 9,709,710 | 1,121,274 | 144,187 | 112,121 |
| North Dakota | 721,163 | 80,367 | 10,257 | 5,778 |
| Ohio | 9,467,406 | 1,093,836 | 138,516 | 95,424 |
| Oklahoma | 3,170,613 | 486,442 | 57,942 | 35,659 |
| Oregon | 2,204,154 | 308,083 | 35,474 | 26,446 |
| Pennsylvania | 9,937,462 | 1,116,917 | 138,842 | 105,132 |
| Rhode Island | 969,868 | 127,127 | 15,648 | 10,936 |
| South Carolina | 4,599,374 | 571,212 | 75,606 | 36,738 |
| South Dakota | 809,938 | 91,538 | 11,442 | 7,290 |
| Tennessee | 6,735,443 | 839,091 | 105,722 | 81,921 |
| Texas | 21,520,818 | 3,677,212 | 459,492 | 340,279 |
| Utah | 1,393,346 | 225,707 | 24,132 | 20,040 |
| Vermont | 721,971 | 50,202 | 7,262 | 4,685 |
| Virginia | 8,235,132 | 926,488 | 170,900 | 94,340 |
| Washington | 4,619,744 | 591,171 | 102,702 | 59,920 |
| West Virginia | 2,484,531 | 257,538 | 33,056 | 16,001 |
| Wisconsin | 4,593,963 | 493,650 | 61,995 | 48,290 |
| Wyoming | 380,659 | 50,950 | 6,144 | 3,604 |
| Puerto Rico | 33,798,670 | 11,998,519 | 677,308 | 275,301 |
| Total | 291,241,605 | 48,700,476 | 5,696,785 | 3,703,251 |
CAP by the numbers FY20-21: Canada
| Province | Total Impressions | Total Video Views | Total Engagement | Web Users |
| Alberta | 2,572,783 | 1,022,022 | 60,131 | 38,116 |
| British Columbia | 2,726,188 | 1,243,644 | 69,159 | 42,687 |
| Manitoba | 1,329,207 | 563,298 | 32,162 | 16,327 |
| New Brunswick | 1,090,233 | 432,565 | 24,829 | 11,846 |
| Newfoundland and Labrador | 1,279,918 | 389,312 | 21,951 | 10,094 |
| Northwest Territories | 55,267 | 12,628 | 970 | 503 |
| Nova Scotia | 1,028,340 | 402,643 | 22,230 | 12,780 |
| Nunavut | 36,492 | 9,906 | 902 | 187 |
| Ontario | 10,744,521 | 5,257,953 | 308,474 | 169,338 |
| Prince Edward Island | 205,919 | 73,234 | 4,324 | 2,553 |
| Quebec | 10,701,731 | 5,270,837 | 318,284 | 166,616 |
| Saskatchewan | 1,267,228 | 524,141 | 29,349 | 15,650 |
| Yukon | 27,698 | 7,867 | 590 | 338 |
| Total | 33,065,525 | 15,210,050 | 893,355 | 487,035 |
