“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.