Promoting support for community water fluoridation: Testing message effects and the role of normative beliefs.

Abstract Background Despite evidence that community water fluoridation (CWF) protects oral health, improves health equity, is safe and cost-effective, and contributes to social well-being, little is known regarding which of these benefits should be highlighted to effectively influence support for CWF. Methods This within-participants study examines differences in CWF support in response to pro-CWF messages reflecting themes of oral health, health equity, CWF safety, cost-effectiveness, or social well-being among a sample of parents. Prior belief that CWF has health benefits, worry about potential health risks, and normative beliefs were also examined as independent predictors of support for each theme. Results Oral health, health equity, and safety messages significantly increased support in comparison with social well-being messages (P Conclusions Messaging focused on oral health, health equity, and the safety of CWF may be the most effective at influencing support for CWF. Preexisting personal beliefs about CWF benefits significantly predict support, but so do normative beliefs—family and physician norms in particular. Practical Implications Findings suggest dental health educators should emphasize the oral health benefits of CWF over cost and social well-being outcomes. They should also consider relevant norms and collaborate with family physicians to promote CWF.