As October, National Dental Hygiene Month, approaches, America’s ToothFairy is inviting dental professionals to take part in the 2025 My Smile Matters campaign. Now in its fourth year, the initiative provides free tools to promote preventive oral health education and highlight the role of dental hygienists in improving community health outcomes.
According to America’s ToothFairy, more than 100,000 children, caregivers, and parents were reached through campaign materials in 2024 alone. The campaign first launched in 2022 and has since equipped thousands of participants with printable handouts, activity sheets, and oral health tips tailored for babies, children, teens, and parents.
“This campaign is about more than awareness — it’s about impact,” said Jill Malmgren, executive director of America’s ToothFairy. “Dental professionals have a unique opportunity to change lives through education. By sharing their expertise and passion, they help families understand that tooth decay isn’t inevitable — it’s preventable.”
The 2025 campaign includes new features designed to support outreach and engagement:
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Social media toolkit with pre-written posts, graphics, and videos.
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Printable educational materials for patients and families.
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“Rate Your Candy” contest offering five $100 prizes for participants.
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Limited-edition t-shirts for campaign supporters while supplies last.
Participation is free and open to all dental professionals, educators, and oral health advocates. After registering at MySmileMatters.org, participants receive access to the full campaign toolkit to support planning and outreach during the month of October.
“This campaign continues to grow because dental professionals are stepping up,” Malmgren added. “Whether you’re providing care, educating families, or inspiring kids to consider a dental career, your involvement makes a lasting impact.”
America’s ToothFairy supports nonprofit clinics and community programs that deliver oral health education, prevention, and treatment for underserved children. Since its founding in 2006, the organization reports it has reached more than 16 million children and caregivers through oral health services and distributed millions in donated products and educational materials.
