BDA communications team drives NHS dentistry reform agenda
Learn how the BDA's communications strategy has reshaped dentistry's public image and advanced NHS reform policy.
How the BDA's comms team shapes dentistry's public voice
Ashley Dé leads the British Dental Association's in-house communications team, which handles public relations and public affairs for the profession. The team of five, including Anna Wojnilko (Head of Public Affairs), Tanisha Dadar (Public Affairs and Campaigns Advisor), Sarah Carlin (Communications and Engagement Manager), and Carmel McHenry (Media Advisor), focuses on storytelling and campaign activity to drive messages across online and offline channels. Their work combines sustained political and media pressure with policy colleagues and elected officers to secure change for BDA members.
Recent campaign wins and priorities
The team has mobilised rapidly on several fronts. They exposed companies marketing baby food with higher sugar content than Coke, generating sufficient public pressure to shame some manufacturers out of the market and create a live policy debate. On NHS dentistry, the BDA has placed the issue at the top of the political agenda, with government pledging fundamental contract reform by the end of the current parliament. The team has also responded to a Competition and Markets Authority investigation into private dentistry, presenting evidence that contradicts claims of systemic price gouging and highlighting the competitive, high-quality private market serving millions of patients.
Changing public perception of the profession
The communications work has shifted how the public and profession interact. One partner described the BDA's effort as putting dentists 'on the side of the angels', addressing an image problem the profession did not create. By removing negative baggage from conversations, the team has aligned public and professional interests. Rather than focus on awareness campaigns, the team prioritises opportunities to shape real-world policy outcomes through parliament and press engagement.
Frequently asked questions
Who leads the BDA communications team?
Ashley Dé is Head of Comms and Campaigns. The team includes Anna Wojnilko (Head of Public Affairs), Tanisha Dadar (Public Affairs and Campaigns Advisor), Sarah Carlin (Communications and Engagement Manager), and Carmel McHenry (Media Advisor).
What has the BDA comms team achieved on NHS dentistry reform?
The BDA has placed NHS dentistry at the top of the political agenda. The government has pledged fundamental contract reform by the end of the current parliament, though the team emphasizes no outcomes are guaranteed.
How did the BDA respond to the Competition and Markets Authority investigation?
The team rapidly mobilised to present evidence showing no systemic price gouging in private dentistry, emphasizing that private practices deliver high-quality care in a healthy, competitive market.
What was the BDA's baby food campaign about?
The team exposed companies marketing baby food with sugar content higher than Coke, generating public pressure that has already forced some manufacturers to change their products and created a live policy debate.
How has the BDA's work changed public perception of dentists?
The communications strategy has addressed the profession's image problem, removing negative baggage from public conversations and aligning the public and professional interests on key issues.
