THE NHS is making dentistry ‘sexy’ with a new online campaign aimed at encouraging more young men to visit the dentist.
The campaign centres on a raunchy vampire clip where a female ‘victim’ tells a vampire he’s got bad breath.
The film – inspired by the hit vampire movie Twilight – is being streamed on social networking sites including YouTube and Facebook.
It comes after research in Portsmouth showed that not enough men aged between 16 and 35 are visiting their dentist.
The video plays on the key thing known to motivate men to think about tooth care – being with a partner and wanting to have fresh breath and an attractive smile.
Simon Bryant, acting associate director of public health for NHS Portsmouth, said: ‘Men are traditionally less likely to go to the dentist mainly because they don’t think of the long-term health consequences.
‘We know this group of men responds well to things that are related to being with a partner, so that’s why the clip is about a couple. It’s an innovative way to try and increase the number of men going to the dentist.’
The video is a step away from traditional NHS publicity and could be seen to be too raunchy.
But officials say it’s targeting a specific audience and has been successful in NHS Northamptonshire, where it was originally developed.
NHS Portsmouth, which paid £500 to the Northamptonshire trust for use of the clip, says it will deal with any complaints. To view the clip search NHS Portsmouth on YouTube, or befriend the lead character on Facebook – Lola Molar Portsmouth.