The only mass advertising campaign promoting orthodontists as specialists and educating the public to see an orthodontist in person, the digitally focused AAO Consumer Awareness Program encourages consumers to learn more by visiting the AAO consumer website

The Consumer Awareness Program continues to outperform our record-breaking results from the last fiscal year. For the first half of FY25, June to November 2024, we’ve welcomed over 6.8 million visitors to the consumer website – a 23% increase over last year.

Helping fuel the increase has been the Science of Smiles campaign, which launched in April 2024 and continues to see impressive results in all paid digital channels. These ads position orthodontists as the ultimate authority through a series of engaging and educational videos highlighting their specialized education and training.

In addition, continuing Search Engine Optimization (SEO) efforts are underway on the consumer website where enhanced landing page and article content ensure the AAO is the accurate and reliable authority for search engine queries.

As we look ahead to 2025, there are exciting projects on the horizon:

  • The AAO’s 125th Anniversary: This milestone is about commemorating the past, acknowledging the present and charting a course for the future. It’s a time for reflection, gratitude, and a renewed commitment to excellence. The anniversary celebration will kick off in January 2025 and will be integrated into various programs, marketing platforms, and events throughout the year. 
  • Upcoming Public Service Announcement: The AAO and the American Academy of Pediatric Dentistry were invited by the American Association of Oral and Maxillofacial Surgeons to participate in an upcoming PSA, Milestones Met, Healthy Teeth Set: Visit Specialists at 1, 7 and 15.

    Each milestone in the PSA will show a child in an age-appropriate lifestyle setting and also with a member of each specialty. AAO member Dr. Lauren Pass is featured in the video.

As always, you can access our marketing resources, including social media and in-office tools for the Science of Smiles and other campaigns, on the Practice Marketing Tools page of the member website.