Hesitancy to take the Covid-19 vaccine in India was high, a particularly crushing reality given the country had one of the highest death tolls in the world from the virus. Ogilvy India and the Concern India Foundation came up with a way to try and convince skeptics that the vaccine was safe and effective, and also the right thing to do—faith. "Divine Voice" selected passages from the Quran and Gita that spoke to overcoming fear, being a good human, and more, and went to local mosques and temples, all of which have speaker systems that project prayers into the community, to share far and wide why taking the vaccine wasn't just a good personal idea, but a selfless one too.