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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 2019 alone, our work led to a 324% increase in traffic to that site. 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

1 million
annual visits

to AAO’s “Find an Orthodontist” tool.

95%
of consumers research online.
1.4 billion
views of AAO 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.


This content is only available to AAO Members.