The role of orthodontic societies online and on social media: Insights from UK campaigns

Orthodontic societies play a significant role in raising public awareness of the profession, and supporting patient care by debunking misinformation and helping patients make informed and appropriate decisions. In this article we highlight four web-based and social media campaigns run or supported by the British Orthodontic Society, namely ‘Hold that Smile’, ‘#KeepStokeSmiling’, ‘Your Jaw Surgery’ and ‘SafeSmiles’. We describe the rationale, aim, target audience, format and content of these campaigns and evaluate how they were publicised. We also discuss the impact and level of engagement of the campaigns as well as lessons learned for future campaigns. Professionals are highly encouraged to contribute to the distribution of these campaigns by endorsing them on social media platforms, ensuring that this information reaches and benefits patients.