NYU Dentistry

As one of the oldest and largest dental schools in the country, NYU Dentistry trains 10 percent of the nation’s dentists. It is both a dental school and a patient treatment center, providing high-quality, affordable care. More than 40 percent of the school’s patients are on Medicaid or receiving some form of public assistance. NYU Dentistry wanted to raise awareness of the school, the life-changing treatments it offers, and its commitment to the underserved in the New York metropolitan area, including the disabled community who would otherwise have nowhere to receive care. While most people have at least some fear of visiting the dentist, these feelings were exacerbated by the COVID-19 crisis. Munn Rabôt developed a comprehensive campaign—Imagine a world where everyone smiles™—which showcased a complete cross section of real New Yorkers who have benefited from NYU Dentistry’s expertise, and reassured patients that the brand would provide a safe and secure environment for their treatment.

As one of the oldest and largest dental schools in the country, NYU Dentistry trains 10 percent of the nation’s dentists. It is both a dental school and a patient treatment center, providing high-quality, affordable care. More than 40 percent of the school’s patients are on Medicaid or receiving some form of public assistance. NYU Dentistry wanted to raise awareness of the school, the life-changing treatments it offers, and its commitment to the underserved in the New York metropolitan area, including the disabled community who would otherwise have nowhere to receive care. While most people have at least some fear of visiting the dentist, these feelings were exacerbated by the COVID-19 crisis. Munn Rabôt developed a comprehensive campaign—Imagine a world where everyone smiles™—which showcased a complete cross section of real New Yorkers who have benefited from NYU Dentistry’s expertise, and reassured patients that the brand would provide a safe and secure environment for their treatment.