Research revealed that dentists were not seen as surprising. People expect so much this kind of campaign to feature dentists that it didn’t trigger them, making it easy for the message to be ignored. But most importantly, dentists were not seen as being caring people. They are seen as not being affectionate. They were not the right messengers for a campaign that based its approach on the value of caring. If the campaign had been on healing, dentists would have been great messengers. But this was a prevention campaign.