New Public Service Announcement we created for the Centre for Analytics & Behavioural Change for their Vaccine Hesitancy Project. At the time of writing, less than 50% of South African adults have been vaccinated. And with the 4th wave and discovery of another variant (Omicron), this PSA launched just in time. The message comes from people we have lost to Covid-19, delivered by the people who cared for them. Healthcare workers have experienced this pandemic at the coalface, and this campaign was in also honour of their sacrifices and hard work.