Change is the status quo for COVID-19 communicators. So, we adopted a responsive approach to research and campaign development that helped KW2’s strategic and creative teams rapidly adjust to new data and changing attitudes. It started with listening sessions with public health partners across the state. Then we grounded campaign messages in the lived experiences of Wisconsin’s disparate communities using input from our Diversity, Inclusion and Sensitivity Advisory Committee. And as the challenges faced by Wisconsinites evolved, KW2 researchers organized virtual focus groups and online surveys to uncover audience beliefs and behaviors, understand safety measure and vaccine hesitancy, and adjust our integrated marketing campaign’s tone and tactics.