With the largest concentration of Arab Americans in the U.S., alongside a collection of diverse neighborhoods of dozens of other cultures, Wayne County leaders wanted to better encourage community members to embrace safety protocols they were reluctant to follow due to cultural mores and practices. Through collaboration with research teams and community leaders, Fusion92 made the matriarchs of Arab American families the central voices to an integrated dual language communications campaign encouraging social distancing, masking, hand washing and vaccinations.