2009 Fall Media Campaign

Tuesday, November 10, 2009

Our Fall Media Campaign started November 7th. Please take the time to review the latest advertisement. Click here to view "Time to Brush Up On a Few Dental Facts". This ad is scheduled to run 3 times in 10 major newspapers throughout Ontario. The next scheduled ad is November 21. As well, it will appear in 12 newspapers in smaller cities on November 21.

We have learned that the ODA has already expressed concern to their members about our media campaign. Ontario Dental Association (ODA) President, Dr. Ira Kirshen expressed concern over ODAA's Media Campaign in the ODA Advantage, November 9th issue as stated below.

"In its ongoing efforts to have dental assistants regulated under the Regulated Health Professions Act, the Ontario Dental Assistants Association (ODAA) is again launching a media campaign on the important role of certified dental assistants in protecting the well being of patients. The advertisement tells the public to 'ask your dentist if only certified dental assistants work in your dental office'. The ODAA's fall media campaign started on Saturday, November 7, 2009 and will run in 10 major Ontario newspapers and then in 12 newspapers in smaller cities. ODA President Dr. Ira Kirshen has expressed our concern with the campaign and once again encourages the ODAA to rethink its approach and to understand that infection control in the ultimate responsibility of the dentist following the RCDSO guidelines."
(Sourced from ODA Advantage, November 9, 2009)

ODAA agrees with the ODA that the ultimate responsibility for everything that occurs in the dental office belongs to the dentist/owner of the practice. That being said, we strongly believe that dental assistants are responsible for the duties that they perform. In the past, ODAA has advised the ODA that it is our intention to continue to educate the public on the responsibilities of a dental assistant.  We will continue to state that position.

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