We had to create an OLV for health-challenged folks—specifically, those high-risk adults under 50 who are pretty likely to get their shots (think mid-to-high income, BVB crowd). The big task? Dive deep into their world, figure out their hang-ups, and find a way to squash that mistrust. So really got into the nitty-gritty of what makes this segment tick. We knew we had to crack that trust issue wide open. The result? A little flick we like to call Small Win, which gives a nod to all that heavy lifting.