Viral video campaign highly commended by prestigious national awards

The music video ‘Bad Nashers’ was highly commended by the AHCM judges, after being nominated in the New Media category. Featuring the talents of ‘Ladie Go’Diva’, it was created to encourage greater take-up of NHS dentists among young people and students.

Bad Nashers follows Ladie Go’Diva in her pursuit of perfect pearly whites across the social minefield of a night out in a student union bar. It has been shared via Twitter and Facebook, and has had well over 4,000 unique hits on YouTube since its release in the summer. The video has also recently been distributed to 20,000 students at Coventry University and the University of Warwick.

Director of Social Change at ICE, Aaron Garside, comments, “Viral video is a powerful tool, particularly for communicating with young people, and it’s great to be recognised at the highest level for our work in this area.  We certainly had fun making the video and crucially, it’s dispelling myths about NHS dentists, and helping more young people to realise that achieving that perfect smile doesn’t have to be expensive or painful.

E-communications & Design Officer at NHS Coventry, Aaron Ashmore, says, “Using this innovative, tongue-in-cheek approach really resonates with our target audiences. Ultimately, we are breaking down some of the myths around NHS dentists and helping drive a long-term shift in attitudes and behaviour around oral health. I’m delighted that the AHCM have recognised the genuine difference this is making in our communities.”