The North Dakota Dental Foundation (NDDF) is committed to building a stronger future for oral health in North Dakota. From funding community-based care to inspiring the next generation of dental professionals, NDDF plays a vital role in expanding access and awareness statewide. One of their key initiatives is getting more young people to consider careers in dental hygiene and assisting.
Dental assisting and hygiene are high-impact and exciting careers, but most high school students (and career changers) don’t know that. NDDF wanted a recruitment campaign that could break through the noise and inspire curiosity. The challenge? Make it feel bold, exciting, and fresh, without falling into the trap of generic career brochures or uninspired outreach that blends into the background.
The “Less is More” campaign was built to stand out in every format. Centered on the idea that choosing a dental career means less of the things you don’t want and more of the things you do, the campaign came to life across three key touchpoints:
Together, these pieces form a cohesive campaign that builds awareness, creates excitement, and points to action: reach out directly to North Dakota’s dental schools to learn more about their programs.
The “Less is More” campaign shows what happens when storytelling, design, and strategy align. It’s bold, memorable, and built to inspire a new generation of dental assistants and hygienists. Whether sparking interest with a poster, landing in a mailbox, or being flipped through in a booklet, the campaign works as one connected experience with one clear message: a career in dental care offers more than you think. Now that’s something everyone can smile about!
