Evaluation of tooth brushing behavior change by social marketing approach among primary students in Qom, Iran: A quasi-experimental controlled study

OBJECTIVES: Nowadays traditional training methods for promotion of oral health behaviors cannot meet the demand of the society and there is a need for effective new methods. The aim of this study was to evaluate the effect of social marketing approach versus the traditional method on promotion of tooth brushing habits in primary school students of Kahak and Jafariyeh, Qom, Iran. MATERIALS AND METHODS: This study was conducted in the 2016–2017 academic year. First, the reasons for lack of interest in proper tooth brushing were evaluated. Forgetting and laziness were determined as the most important reasons. According to these results, appropriate intervention tools related to proper tooth brushing habits were designed. Then, the students’ tooth brushing habits were recorded before the intervention. Students in Kahak that were considered non-randomly as intervention group received the designed educational package according to the social marketing approach for one and a half months. In Jafariyeh (control group), the students received training only through pamphlets as traditional method. After the intervention, the tooth brushing habits of the students were recorded. The habits before and after the intervention were compared using statistical tests. RESULTS: Increased length of tooth brushing to at least two minutes was 28.0% in Kahak and 14.0% in Jafariyeh (P<0.001) and increased frequency of tooth brushing to at least two times per day was 30.5% in Kahak and 11.8% in Jafariyeh (P<0.001). Improvement in tooth brushing habits (at least two minutes twice daily) was 32.9% in Kahak and 13.0% in Jafariyeh (P<0.001). CONCLUSION: The use of the social marketing approach is more effective than traditional methods in promoting oral health behaviors.