Prioritizing a diverse patient population, Klick Health and Jumo Health leaned into a rich understanding of the barriers preventing people of color from enrolling in clinical studies. And it zeros in on trusted members of the community — including barbers and hairstylists — to combat this mistrust of medicine.

The campaign aims to bring hope to an otherwise dire situation. At the time of development, people who tested positive for COVID-19 felt virtually powerless — hospitals were over capacity and precious resources such as ventilators and hospital beds were hard to come by. Without treatment, those who fell ill with COVID-19 were reduced to simply hoping and praying they would make it through — isolated and alone with their fears.