Smile Squad

The Victorian Government’s new Smile Squad campaign raises awareness of the school dental program roll-out across Victoria and the free comprehensive dental care available to all government primary and secondary school children.

DPR&Co’s role in the development of the campaign encompassed research, name and brand identity, creative development and production for an integrated rollout across free-to-air TV, radio, and social media.


Our work began with extensive research among parents of young children, older students and dental professionals that would be required to staff the program. Through this research, we built a hierarchy of information requirements that the campaign would need to deliver across multiple communications channels. This research also provided our creative team with a solid basis of understanding, even though our target audiences were diverse.

After an extensive stakeholder engagement process and concept testing of multiple creative options, DPR&Co developed and produced the “To-do List” campaign. Empathising with the busy lives of parents with young children, the concept was rolled out across TV, radio, digital, social and collateral.


The advertising campaign launched in February 2020 but immediately put on hold due to COVID restrictions. The campaign is currently in rollout across Victoria.