It was the worst of times but the best of people. This is what Blue Cross and Blue Shield of Rhode Island experienced every day throughout the pandemic. After two years of deciphering unclear information, delivering difficult news and pivoting on a dime to save lives and support healthcare workers, they knew that the people of their great state had endured even more. So, instead of coming out with a chest-beating campaign in response, we developed a campaign promoting community, goodwill, and a message of collective strength and hope. Much of this campaign was created spontaneously in neighborhoods, parks and workplaces, with real Rhode Islanders doing what they do.