The Tooth Fairy is the face of any and all tooth-related magic for gap-toothed kids. We don’t doubt that this bicuspid scavenger can wave a mean wand (hey, we have to maintain the tale for future generations), but a Colorado nonprofit is working some even fiercer magic.

Delta Dental of Colorado Foundation’s Brush With Me campaign, which launched in April, aims to educate families about the importance of taking care of kids’ teeth. The goal: drastically reducing child tooth decay. There’s endless chatter around childhood obesity, but dental disease remains a silent menace that effects nearly 600,000 children before they start kindergarten and 53 percent of low-income kindergarteners. Tooth decay is the most chronic childhood disease—it’s four times more common than early childhood obesity—despite being almost entirely preventable.