In 1984, the dental association organized a mass media campaign in two regions in Holland to determine whether a similar campaign could be conducted throughout the country. Research was done to see whether such a campaign was a feasible and effective way to promote dental visits and dental health. The result of the research showed that it was feasible to manage such a campaign. Most participating patients and dentists were positive about the campaign. It is questionable, however, whether the campaign effectively promoted dental visits and dental health, as few patients were motivated by the campaign to visit the dentist. The campaign may have long-term effects that would increase the willingness of the new patients and, in turn, of their relatives and friends to visit the dentist.