Fluoridation seems like a nobrainer Helps Americans keep
Fluoridation seems like a “no-brainer” • Helps Americans keep their teeth (reduces cavities by up to 40%) • Saves millions in treatment costs and eliminates pain and suffering • Nearly every large city and more than 195 million Americans benefit • Is the most cost-efficient measure we can take to preserve oral health 1
A standard public health strategy Fluoridation is one of many public health strategies used in the U. S. • Adding iodine to table salt • Adding Vitamin D to milk • Adding chlorine to drinking water and swimming pools • Adding folic acid to breads and cereals
Supported by all major health groups • American Academy of Pediatrics • Institute of Medicine • American Dental Association • American Public Health Association • Centers for Disease Control and Prevention • National Consumers League • American Academy of Family Physicians • American Medical Association • American Academy of Physician Assistants • U. S. Task Force on Community Preventive Services • American Association for the Advancement of Science • World Health Organization • Office of Health Affairs, U. S. Department of Defense • American Academy of Public Health Dentistry • Council of State Governments • American Society for Clinical Nutrition • Florida Department of Elder Affairs • The Linus Pauling Institute The CDC has named fluoridation one of “ 10 great public health achievements of the 20 th century”
Already the norm in most places
So why not everywhere?
1. Well-organized opponents Activate a National Network Add Credible Partners Aggressively Use the Web Spin the Science
2. We forgot what a difference it made Support among younger people Support among older people Most people support community water fluoridation. But younger people – born after fluoridation was commonplace – are less supportive than their older counterparts. 7
3. How the issue is framed • Main frame: Debate. • 4 of 5 front-page stories focused on debate over fluoridation safety. • Toxicity, danger and cancer are most frequent “anti” arguments • One-note proargument: Fluoridation good for your teeth 8
4. The impact of the internet “I was looking through the stories trying to figure out what to read and at the top they had a headline that added a negative word to it, so I clicked that instead. ” (FL respondent. ) 9
5. People don’t feel well informed • Over half of all respondents said they are only somewhat informed when it comes to fluoridation issues. How informed on CWF? Very informed Total Sample (n=1503) 20% Somewhat informed 54% Not at all informed 26% 80% not very informed
… and policymakers are no exception 11
6. Anti’s “warnings” are sticky 12
What We Can Do • Focus on the real issue: Our teeth and the America’s oral health challenge. • Inoculate decision-makers: – Remove the element of surprise that makes the anti messages sticky. – Give decision-makers a way to evaluate the claims. – Make support as visible as the minority of anti’s • Focus on the larger point: We’re healthier with fluoride than without it.
Tell the whole story Safety of the water supply 14 + Our oral health
How to tell the whole story Fluoride causes male pattern baldness Out-of-context quote from random study or from no study at all Every reputable health authority agrees: Without fluoridation, we are not as healthy as we should be Real issue is amount needed Saves money Makes teeth last longer
What’s our narrative? Anti’s Narrative Possible Pro Narrative • Our country used to believe in fluoridation • But today we know it is not needed* • It may be responsible for _____. * • Let’s be safe and not put anything in the water* • We discovered the benefits of fluoride by accident. • Now, its benefits have been tested and confirmed over 65 years. • Science debunked its critics. • Scientists continue to monitor its impact, adjusting the optimal level • That’s why every major health organization still agrees: We’re healthier now with fluoridation than without it … because life is better with teeth. *It’s worth noting these statements are untrue. 16
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