We had to create OLV for adults 50+ from all walks of life (not HR types, mid to high-income). These folks are pretty sharp when it comes to their health—most of 'em have already snagged at least one booster shot. Sure, they're still trying to dodge COVID, but it ain't keeping them up at night anymore. They’ve done their homework on vaccines and are generally cool with them. Our mission? We had to get inside their heads and figure out their motivations. I am years old was our way to crack that code.