Fluoridation seems like a “no-brainer”
• Helps Americans keep their teeth
(reduces cavities by up to 40%)
• Saves millions in treatment costs
and eliminates pain and suffering
• Nearly every large city and more
than 195 million Americans
benefit
• Is the most cost-efficient measure
we can take to preserve oral
health
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A standard public health strategy
Fluoridation is one of many public
health strategies used in the U.S.
• Adding iodine to table
salt
• Adding Vitamin D to
milk
• Adding chlorine to
drinking water and
swimming pools
• Adding folic acid to
breads and cereals
Supported by all major health groups
•
American Academy of Pediatrics
• Institute of Medicine
•
American Dental Association
• American Public Health Association
•
Centers for Disease Control and Prevention
• National Consumers League
•
American Academy of Family Physicians
•
American Medical Association
•
American Academy of Physician Assistants
•
U.S. Task Force on Community Preventive
Services
•
American Association for the Advancement
of Science
•
World Health Organization
•
Office of Health Affairs, U.S. Department of
Defense
•
American Academy of Public Health
Dentistry
• Council of State Governments
• American Society for Clinical Nutrition
• Florida Department of Elder Affairs
• The Linus Pauling Institute
The CDC has named fluoridation
one of “10 great public health
achievements of the 20th century”
Already the norm in most places
So why not everywhere?
1. Well-organized opponents
Activate a National Network
Add Credible Partners
Aggressively Use the Web
Spin the Science
2. We forgot what a difference it made
Support
among
younger
people
Support
among older
people
Most people support community water fluoridation. But
younger people – born after fluoridation was commonplace –
are less supportive than their older counterparts.
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3. How the issue is framed
• Main frame: Debate.
• 4 of 5 front-page stories
focused on debate over
fluoridation safety.
• Toxicity, danger and
cancer are most
frequent “anti”
arguments
• One-note proargument: Fluoridation
good for your teeth
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4. The impact of the internet
“I was looking through the
stories trying to figure out
what to read and at the top
they had a headline that
added a negative word to it,
so I clicked that instead.”
(FL respondent.)
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5. People don’t feel well informed
•
Over half of all respondents said they are only somewhat informed when it
comes to fluoridation issues.
How informed on
CWF?
Very informed
Somewhat
informed
Not at all
informed
Total Sample
(n=1503)
20%
54%
26%
80% not very
informed
… and policymakers are no exception
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6. Anti’s “warnings” are sticky
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What We Can Do
• Focus on the real issue: Our teeth and the
America’s oral health challenge.
• Inoculate decision-makers:
– Remove the element of surprise that makes the anti
messages sticky.
– Give decision-makers a way to evaluate the claims.
– Make support as visible as the minority of anti’s
• Focus on the larger point: We’re healthier with
fluoride than without it.
Tell the whole story
Safety
of the
water
supply
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+
Our
oral
health
How to tell the whole story
Fluoride causes
male pattern
baldness
Out-of-context quote from
random study or from no
study at all
Every reputable
health authority
agrees: Without
fluoridation, we are
not as healthy as we
should be
Real issue is
amount
needed
Saves
money
Makes teeth
last longer
What’s our narrative?
Anti’s Narrative
Possible Pro Narrative
•Our country used to believe in
fluoridation
•But today we know it is not
needed*
•It may be responsible for
__________. *
•Let’s be safe and not put
anything in the water*
•We discovered the benefits of
fluoride by accident.
• Now, its benefits have been tested
and confirmed over 65 years.
•Science debunked its critics.
•Scientists continue to monitor its
impact, adjusting the optimal level
•That’s why every major health
organization still agrees: We’re
healthier now with fluoridation than
without it … because life is better with
teeth.
*It’s worth noting these statements
are untrue.
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