Support Veteran Smiles
Partner Toolkit
Thank you for supporting veteran oral health and amplifying veterans’ voices about the lack of dental coverage through the Veterans Health Administration (VA).
Nearly 7 million veterans are currently ineligible for dental coverage through the VA, which is harming their physical and mental health. The Support Veteran Smiles campaign aims to raise awareness of this important health issue.
CareQuest Institute will begin organic social promotion from June 30–August 9, 2026, followed by a paid digital campaign running across social and television through November. Throughout the campaign, we will actively pitch stories to the media.
Essential Links
Phase 1: Campaign Schedule & Sample Posts
We’ve drafted a calendar of weekly social copy and creative. We invite you to share our posts and/or create your own social posts using the creative assets available in the toolkit.
Please tag CareQuest channels so we can continue to measure the impact and reach of the campaign!
- Facebook: @CareQuestInstitute
- Instagram: @CareQuestInstitute
- LinkedIn: CareQuest-Institute
- X: @CareQuestInst
| Dates | Suggested Video | Suggested Social Posts |
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Week 1 June 29–July 5 |
On the 250th anniversary of America’s freedom, let’s take care of those who took care of us. Our veterans need — and deserve — dental coverage through the VA for their physical and mental health. Learn more at SupportVeteranSmiles.org #SupportVeteranSmiles #America250 On America’s 250th anniversary, let’s take care of those who sacrificed for us. Our veterans need — and deserve — dental coverage through the VA for their physical and mental health. Learn more at SupportVeteranSmiles.org #SupportVeteranSmiles #America250 |
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Week 2 & Week 3 July 6–July 19
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They Fought for Us longform video |
Veterans sacrificed for our country, and they deserve to get the care they need. Today, nearly 7 million veterans are ineligible for dental care through the Veterans Health Administration. Poor oral health takes a toll on them — physically, mentally, and financially. Learn more at SupportVeteranSmiles.org #SupportVeteranSmiles #America250 For their service and sacrifice, our veterans deserve dental care. Yet nearly 7 million veterans are ineligible for dental care through the Veterans Health Administration. Fight for our veterans’ oral health. Learn more about what you can do at SupportVeteranSmiles.org #SupportVeteranSmiles #America250 |
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Week 4 July 20–July 26
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Fight for Them longform video |
Veterans sacrificed for our country, and they deserve to get the care they need. Today, nearly 7 million veterans are ineligible for dental care through the Veterans Health Administration. And poor oral health takes a toll on them — physically, mentally, and financially. Learn more at SupportVeteranSmiles.org #SupportVeteranSmiles #America250 For their service and sacrifice, our veterans deserve dental care. Yet nearly 7 million veterans are ineligible for dental care through the Veterans Health Administration. Fight for our veterans’ oral health. Learn more about what simple actions you can take to help at SupportVeteranSmiles.org #SupportVeteranSmiles #America250 |
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Week 5 July 27–August 2
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Hiding Smiles longform video |
Basic dental coverage isn’t a lot to ask for putting your life on the line for your country . . . is it? Nearly 3 million veterans say they feel self-conscious or embarrassed because of their oral health, which affects them physically, mentally, and financially. Learn more at SupportVeteranSmiles.org #SupportVeteranSmiles Nearly 7 million veterans are ineligible for dental care through the Veterans Health Administration. Being embarrassed about their teeth and mouth impacts a veteran’s ability to get a job and interact confidently with other people. All veterans deserve dental coverage through the VA. Learn more at SupportVeteranSmiles.org #SupportVeteranSmiles |
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Week 6 August 3–August 9 |
Taya’s Story longform video | Oral health is essential to overall health. Yet, today, 75% of veterans are ineligible for dental coverage through the VA. Let’s fight for their health and for their smiles. Learn more at SupportVeteranSmiles.org #SupportVeteranSmiles |
Newsletter Sample Post
[Insert organization name] has joined CareQuest Institute and a coalition of 19 organizations on a national campaign to highlight the urgent need to improve dental care coverage for millions of veterans nationwide. Nearly 7 million veterans are ineligible for dental coverage through the Veterans Health Administration, which is harming veterans’ physical and mental health. Learn more at SupportVeteranSmiles.org.
Phase 2: CareQuest National Paid Campaign
Timing
Channels
Estimated Impressions
August 10–November 20
Cable TV
(Discovery, CNN, Comedy Central, FoxNews, History Channel, TBS, USA, FX)
112K+
August 10–November 20
Streaming Services
(ESPN+, Hulu, Amazon Prime)
13M+
August 10–November 20
Social
(Meta – Facebook, Instagram)
1.25M+
September 1–November 20
Digital Streaming
(Paramount+)
3.3M+
17.6M+ Total Estimated Impressions