When the COVID-19 vaccine was approved for kids 5-12, most people were relieved to finally get their children vaccinated. But many were hesitant. To help overcome the fears of these parents and guardians, we deployed childhood “experts” to present their side of the story. Who better to talk about the confidence and freedom regained with the Covid vaccine than kids themselves? The campaign was simple, smart and … all experts would agree … pretty darn cute.