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The Fund for Public Health in New York and the NYC Department of Health and Mental Hygiene will conduct a prevention-oriented education and media campaign that will give NYC parents and caregivers the knowledge and resources to make childhood caries prevention a priority. The campaign will place posters in the NYC subway system and advertise in free local papers with a citywide circulation. Messaging complements the 2minby2x national Ad Council campaign of the Health Mouths, Healthy Lives coalition to promote awareness of risk factors and provides simple, low-cost recommendations to mitigate risks through improve diet and oral hygiene practices.