Thursday, 06 October 2011 18:45

It was anything but pulling teeth for Businesswriters & Design’s seasoned senior speechwriters when we were briefed recently by the national body representing organised dentistry in Australia, the Australian Dental Association, to assist them with a critical presentation at an international dental conference.

Representing the ADA, Associate Professor Neil D Hewson was to put himself forward as a candidate for the office of Speaker of the FDI World Dental Federation at its annual World Dental Congress in Hong Kong.

Words, and how he delivered them, would therefore be of paramount importance to ensure his success.

The FDI was founded in 1900 and is one of the world's oldest existing health profession organisations. As a federation of approximately 200 national dental associations and specialist groups, the organisation serves as the principal representative body for more than  one million dentists worldwide.

"The challenge for Dr Hewson was that he would have only three minutes in which to convince voting delegates why he was the most suitable person for the office,” said Derryn Heilbuth, Managing Director of Businesswriters & Design.

Apart from helping Dr Hewson encapsulate his key messages, Businesswriters & Design also wrote, designed and printed an attractive four-page leaflet that was distributed to all delegates in advance of the election. The leaflet summarised Dr Hewson’s qualifications and how he would perform his duties of Speaker should he be elected.

The strategy worked: Dr Hewson was elected as the next Speaker of FDI, thereby also enhancing the standing of the ADA within the worldwide body.