{"id":10181,"date":"2026-03-23T16:02:33","date_gmt":"2026-03-23T16:02:33","guid":{"rendered":"https:\/\/www.vccp.com\/spain\/?post_type=work&p=10181"},"modified":"2026-03-23T16:11:16","modified_gmt":"2026-03-23T16:11:16","slug":"una-revision-al-ano-no-hace-dano-la-campana-de-vitaldent-que-busca-cambiar-un-habito-en-espana","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/spain\/work\/vitaldent\/una-revision-al-ano-no-hace-dano-la-campana-de-vitaldent-que-busca-cambiar-un-habito-en-espana","title":{"rendered":"\u201cA yearly check-up does no harm\u201d: Vitaldent\u2019s campaign aiming to change habits in Spain\u201c"},"content":{"rendered":"
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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 .<\/p>\n

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 \u2014 to shift from \u201cI go when it hurts\u201d to \u201cI go so it doesn\u2019t hurt\u201d, positioning the annual check-up as a simple yet essential habit for overall health.<\/p>\n <\/div>\n<\/section><\/div>\n\n

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To tackle this challenge, VCCP developed the campaign \u201cA yearly check-up does no harm\u201d<\/strong>, a simple, direct and memorable idea that places a universal truth at its core \u2014 one that everyone understands instantly.<\/p>\n

The creative execution is built on two key pillars:<\/p>\n

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  • Credibility and trust<\/strong>, embodied by journalist Roberto Arce, who brings authority and reassurance to a health message aimed at the wider public.<\/li>\n
  • Emotional connection and mass appeal<\/strong>, through Tom\u00e1s Roncero, whose well-known personality adds a more relatable and engaging dimension.<\/li>\n<\/ul>\n

    The campaign also leverages a powerful creative device: consensus between contrasting voices<\/strong>. When individuals with different perspectives agree on the same idea, the message becomes stronger, more universal, and more credible.<\/p>\n

    The rollout follows a 360\u00b0 approach<\/strong>, spanning TV, digital and large-format outdoor, radio, and social media \u2014 ensuring consistent reach across all audiences.<\/p>\n <\/div>\n<\/section><\/div>\n\n

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