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Redefining what government services feel like

  • Smiling Starts
  • Branding
  • Strategy
  • Graphic Design
  • Production
  • 3D & Motion Design

There’s a common misconception that baby teeth don’t matter as they’ll only fall out, though that couldn’t be further from the truth. Not only is it incorrect, but the need for good oral health care actually begins from the moment a child is born.

Dental programs for school-aged children are commonplace in Australia, though from the ages of 0–5 parents have largely been responsible for the oral health of their children, with accurate information hard to find, and misconceptions running rife.

To lead the promotion and education of good practices and support for WA families, the Western Australian government brought together the ‘Early Childhood Dental Program’, and we worked with them to shape it into the consumer-facing ‘Smiling Starts’.

From program to personality

Our challenge was to craft an energetic brand that focused on instilling good oral health habits, reducing dental anxiety (for parents and children) and changing perceptions of what a government-backed health service could look like.

Brand assets shaped by play

Small moments, big steps

With a sense of journey and adventure at the heart of Smiling Starts, we developed a series of Smilestones that recognise and celebrate every moment of growing your first teeth.

With a diverse range of people from across the state needing to access the program, it was important for accessibility and inclusion to be at the forefront of our decision making. From choosing language that is genuine and non-judgemental, to curating a flexible and accessible colour palette inspired by nostalgic 90s Australian culture (the children of whom are now having children) Smiling Starts can easily communicate with humans of all ages, backgrounds and locations.

Busting myths, one bedtime at a time

To address common misconceptions, we shaped clinical information into memorable expressions (now known as ‘mythbrushters’) that have become bedtime routines. Central to this is the cast of illustrated Smiling Starts characters, who share the program’s mission and help to deliver important oral health tips across a broad range of collateral.