In July of 2021, only 43.5% of Texans were vaccinated against Covid-19. And almost all those who were dying from Covid-19 were unvaccinated. Working with Baylor Scott & White Health we were in a unique position to help. Research showed friends and family were most effective at getting through to the unvaccinated. They just needed help reframing the conversation. So the Find the Words campaign was born featuring three families who had all lost an unvaccinated loved one to Covid-19. By targeting those who were already vaccinated, the campaign gave them the tools needed to reframe the conversation with their unvaccinated loved ones.