A healthy mouth is essential to overall health—but this understanding isn’t reflected in either public thinking or public policy. This MessageMemo, produced in partnership with Oral Health 2020 and sponsored by the DentaQuest Foundation, walks oral health advocates through research-based strategies for making a more powerful case for change. Recommendations include two tested frame elements to make the case for oral health equity: the value Targeted Justice and the metaphor Keys to Oral Health.