At the initial rollout of COVID-19 vaccines, over half of all LGBTQ+ adults were vaccine-hesitant due to mistrust of the healthcare system. This was largely fueled by misinformation on social media: Facebook and Twitter account for about 72% of the rumors and conspiracy theories around the COVID-19 vaccine.

We partnered with GMHC for a social-first campaign to shut down misinformation at its source. Together, we created the loud and proud persona of "Ms. Information," a drag queen activist whose singular mission is to “slay myths and serve facts” about the vax. Ms. Information addresses the unique concerns of the LGBTQ+ community with humor and without judgment. In memorable, shareable clips, our “vaccinista” dispels medical misconceptions and convinces skeptics to get vaccinated.

And the truth has gone viral. Now, with a 91% vaccination rate, LGBTQ+ individuals have become one of the most highly vaccinated demographics in the country.