A fluoridation campaign: the Phoenix experience

On January 31, 1989, the city council of Phoenix, Arizona, voted to approve water fluoridation. Despite a small number of campaign participants and a limited budget, profluoridationists launched a successful 16-month effort that included novel marketing techniques, intensive collaboration with media representatives, and an aggressive challenge of the antifluoridation movement. Public support was garnered through an advisory petition effort and positive media coverage; political support resulted from a carefully orchestrated educational strategy that included expert testimony and comprehensive reference materials. With a population of approximately 1 million people, Phoenix is the ninth largest city in the country and, until the measure was implemented, the third largest nonfluoridated city.