When COVID-19 vaccines became widely available, the conversation focused on hesitancy. The reality was more complicated. For many underserved communities, the biggest barrier wasn't trust. It was access.

Working with Uber and the Ad Council, we created Vaccinate the Block, a national campaign that helped remove one of the biggest obstacles to getting vaccinated. Uber committed $10 million in free rides to vaccination appointments and introduced in-app donations, allowing anyone to help others get access to a vaccine.

Our challenge was to build a campaign that earned trust without speaking for the communities it aimed to serve. Instead, we partnered with trusted local voices, including Spike Lee, and created work designed to meet people where they already were.