CNN coverage was the primary goal of the American Academy of Cosmetic Dentistry (AACD) for its 23rd Annual Scientific. What a challenge, especially in identifying a topic that would hook internationally-focused producers.

In reviewing potential angles, the Duffey team selected AACD’s Give Back a Smile (GBAS,) which provides cosmetic dental services to victims of domestic violence.

By packaging a story that included cosmetic dentistry experts and a survivor of domestic violence who had been helped through GBAS, we secured CNN – as well as prized outlets including, The Associated Press, The Washington Times, and The Sacramento Bee, generating more than 84 million raw media impressions.

Not only did this media coverage provide a greater insight into the benefits of cosmetic dentistry – it educated a wide range of audiences about a program that can help survivors rise above the violence and regain their identity.


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