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 a wide range of free and paid tactics to drive traffic to AAO’s consumer-facing website. In FY22 alone, CAP ads drove over 4.4 million consumers 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.
Key AAO CAP Channels
You are welcome to follow our key social media channels, and to share any content for your own use.
Key Stats
to AAO’s “Find an Orthodontist” tool.
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 |