The Situation: The Illinois Primary Healthcare Association needed to persuade vaccine-hesitant people in rural Illinois to look at the science from a different perspective. The Insight: People in rural areas have come to trust the many agricultural sciences that were once considered controversial. Drawing a parallel between those innovations and the vaccine was a great way to start a respectful conversation. The Idea: Create an experiential booth at the Illinois State Fair, billboards, and a microsite with important vaccine information. All to convey the message, "You trust your farm to science, why stop there? "