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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 FY23, CAP ads drove over 6.1 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.

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

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                                  94,02052,992
Alaska                             488,751                            70,907                                    8,4854,201
Arizona                         3,203,334                         525,542                                  58,35744,744
Arkansas                         2,910,489                         418,413                                  52,65226,099
California                       22,385,289                      4,821,393                                635,856426,783
Colorado                         2,352,909                         367,131                                  42,33842,704
Connecticut                         2,815,292                         356,004                                  42,41829,908
Delaware                             769,906                         100,408                                  12,2737,161
Washington, District of Columbia                             740,752                         116,410                                  10,55932,264
Florida                       17,181,335                      2,447,575                                330,968251,943
Georgia                         9,531,971                      1,247,843                                183,452161,362
Hawaii                         1,169,578                         219,538                                  25,02414,786
Idaho                             929,209                         140,740                                  16,19010,217
Illinois                       10,381,086                      1,483,234                                209,862166,971
Indiana                         5,516,906                         625,676                                  79,19449,960
Iowa                         2,849,926                         332,734                                  44,02327,683
Kansas                         2,641,871                         330,451                                  42,17735,231
Kentucky                         5,390,613                         599,793                                  79,10239,755
Louisiana                         4,328,409                         645,203                                  82,14641,864
Maine                         1,588,477                         117,546                                  17,6249,257
Maryland                         4,569,619                         603,718                                  73,36251,272
Massachusetts                         5,449,413                         727,277                                  87,00969,168
Michigan                         8,502,832                         968,285                                122,48286,720
Minnesota                         4,104,861                         490,825                                  61,87348,283
Mississippi                         2,979,455                         449,965                                  56,66629,232
Missouri                         4,815,838                         609,657                                  76,28751,873
Montana                             616,844                            75,889                                    9,5115,076
Nebraska                         1,676,579                         221,470                                  27,93120,818
Nevada                         1,812,798                         325,530                                  35,05329,529
New Hampshire                         1,135,666                         103,014                                  13,50610,106
New Jersey                         8,104,858                      1,124,857                                177,294102,990
New Mexico                         1,479,569                         228,991                                  28,47514,718
New York                       22,743,205                      2,958,261                                583,989327,676
North Carolina                         9,709,710                      1,121,274                                144,187112,121
North Dakota                             721,163                            80,367                                  10,2575,778
Ohio                         9,467,406                      1,093,836                                138,51695,424
Oklahoma                         3,170,613                         486,442                                  57,94235,659
Oregon                         2,204,154                         308,083                                  35,47426,446
Pennsylvania                         9,937,462                      1,116,917                                138,842105,132
Rhode Island                             969,868                         127,127                                  15,64810,936
South Carolina                         4,599,374                         571,212                                  75,60636,738
South Dakota                             809,938                            91,538                                  11,4427,290
Tennessee                         6,735,443                         839,091                                105,72281,921
Texas                       21,520,818                      3,677,212                                459,492340,279
Utah                         1,393,346                         225,707                                  24,13220,040
Vermont                             721,971                            50,202                                    7,2624,685
Virginia                         8,235,132                         926,488                                170,90094,340
Washington                         4,619,744                         591,171                                102,70259,920
West Virginia                         2,484,531                         257,538                                  33,05616,001
Wisconsin                         4,593,963                         493,650                                  61,99548,290
Wyoming                             380,659                            50,950                                    6,1443,604
Puerto Rico                       33,798,670                   11,998,519                                677,308275,301
Total                     291,241,605                   48,700,476                            5,696,7853,703,251

CAP by the numbers FY20-21: Canada

ProvinceTotal ImpressionsTotal Video ViewsTotal EngagementWeb Users
Alberta                           2,572,783                             1,022,022                                60,13138,116
British Columbia                           2,726,188                             1,243,644                                69,15942,687
Manitoba                           1,329,207                                 563,298                                32,16216,327
New Brunswick                           1,090,233                                 432,565                                24,82911,846
Newfoundland and Labrador                           1,279,918                                 389,312                                21,95110,094
Northwest Territories                                 55,267                                   12,628                                      970                        503
Nova Scotia                           1,028,340                                 402,643                                22,23012,780
Nunavut                                 36,492                                     9,906                                      902                        187
Ontario                         10,744,521                             5,257,953                             308,474169,338
Prince Edward Island                               205,919                                   73,234                                  4,3242,553
Quebec                         10,701,731                             5,270,837                             318,284166,616
Saskatchewan                           1,267,228                                 524,141                                29,34915,650
Yukon                                 27,698                                     7,867                                      590                        338
Total                         33,065,525                           15,210,050                             893,355487,035