In July 2021, only 43.5% of Texans were vaccinated against COVID-19, and almost all those who were dying were unvaccinated. Working with Baylor Scott & White Health, we were in a unique position to help. Research showed that 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 conversations with their unvaccinated loved ones.