“A yearly check-up does no harm”: Vitaldent’s campaign aiming to change habits in Spain“
Client
Capabilities
Date
23/03/2026
In Spain, there is a clear gap between awareness and action when it comes to oral health. While 87% of Spaniards know they should visit the dentist at least once a year, only 52% actually do so, placing the country among the lowest in Europe for regular check-ups .
In this context, Vitaldent, as a sector leader, took on an ambitious challenge: not only to communicate the importance of prevention, but to drive a real behavioural change across the population. The goal was clear — to shift from “I go when it hurts” to “I go so it doesn’t hurt”, positioning the annual check-up as a simple yet essential habit for overall health.
To tackle this challenge, VCCP developed the campaign “A yearly check-up does no harm”, a simple, direct and memorable idea that places a universal truth at its core — one that everyone understands instantly.
The creative execution is built on two key pillars:
- Credibility and trust, embodied by journalist Roberto Arce, who brings authority and reassurance to a health message aimed at the wider public.
- Emotional connection and mass appeal, through Tomás Roncero, whose well-known personality adds a more relatable and engaging dimension.
The campaign also leverages a powerful creative device: consensus between contrasting voices. When individuals with different perspectives agree on the same idea, the message becomes stronger, more universal, and more credible.
The rollout follows a 360° approach, spanning TV, digital and large-format outdoor, radio, and social media — ensuring consistent reach across all audiences.
The campaign represents a significant step forward in reinforcing Vitaldent’s positioning as a brand committed to society — not only as a market leader, but as a driver of meaningful behavioural change in health habits.
From the client’s perspective, the initiative stands out for its tangible and relatable impact, as well as for the strong strategic alignment with VCCP, which enabled the brand’s vision to be effectively translated into a powerful campaign.
Beyond awareness, the true success of the campaign lies in its ability to go beyond advertising and become a message with real purpose: a simple, memorable idea with the potential to improve the oral health of an entire population.