Vaccines that protect against COVID-19 are now readily available for most Americans. Almost half of the adult population is fully inoculated. This is a huge step in the right direction in order to put COVID-19 behind us. However, there remains a significant number of people who are vaccine hesitant - enough to possibly prevent the United States from reaching herd immunity. On this bonus episode we talk with Jens Dakin, Managing Director of Information Operations and Strategic Communications with AM Trace, to discuss how to best to communicate to these populations.  AM Trace is currently working with a handful of states to create community-specific messaging for vaccine hesitant people, and Dakin discusses what they’ve learned in this process so far.