Science First. AADOCR Name Expansion and Rebrand.

In 2021, the American Association of Dental Research (AADR) determined that it would expand its name to include the word “craniofacial.” The name expansion would change the perception of AADR as an organization comprised only of dental researchers based in dental institutions and demonstrate that AADOCR represents multidisciplinary professionals advancing dental, oral, and craniofacial research.

Strategy

Introducing the expanded name included developing a new logo; preparing and distributing a press release; creating a comprehensive messaging platform around the “Science First” theme with content suitable for the website, emails, social media, member communication, and more; preparing a multi-channel brand-launch plan; and scripting and directing a launch video.