With Colorado's surge in COVID cases, convincing more people to consider vaccination before the holidays went from urgent, to critical. Research shows that those who aren't vaccinated are hesitating for deeply emotional reasons. They’re also not responding to anything that feels like advertising from the government. Due to that, our strategy for the campaign was to use an empathetic approach featuring stories from real people with real worries about the pandemic. One TV spot is told from the perspective of a daughter who loves her Mom and wants her to reconsider getting vaccinated. Another spot tackles an even more painful reality; it's the true story of a good friend of ours who lost his Dad to COVID. This campaign is hard, and real. The message? It's more than ok to lovingly talk to your friends and family about whether the vaccine is right for them.