The AAO Consumer Awareness Program (CAP) exceeded its website traffic goals for the 2023 fiscal year that ended May 31. The digitally focused program has generated impressive results, including: 

  • Over 6.1 million visits to the consumer website,, representing a more than 30% increase over the fiscal year goal and the previous year. 
  • More than 165 million video views
  • Over 750 million digital media impressions
  • Over 4 million visits to the “Find an Orthodontist” page. 

During the past fiscal year, CAP underwent significant changes, including creating a new look and improved user experience in January 2023 for the consumer website and partnering with a digital media strategy agency to optimize our media spend and drive traffic to the consumer website.

New Campaigns Feature Innovative Content
The newest campaign, Straight Talk, aims to educate consumers and debunk common myths about orthodontic treatment. Each of the spots features an orthodontist providing straight talk about orthodontic treatment. AAO members can use these videos on their social media pages and websites with assets available on the Practice Marketing Tools page of the member website. Check out each episode below:

Online Tools for Member Use in Practice Marketing Expand
Looking ahead to fiscal year 2024, digital tools and resources for members’ use in practice marketing are being expanded on the member website, starting with web banners and posters tied to the Straight Talk campaign videos listed above.
Learn More at the Practice Marketing Page 
(Please log into this website before clicking on the above link.)

#BullyingBites will be back in October for its 5th year. Orthodontists across the United States and Canada will be asked to unite to support anti-bullying efforts. You will be able to download and print materials that we prepare for the 2023 observance or purchase a complete kit in the AAO Store. We hope to unite our members and their patients in creating a world where young people feel safe and respected!