On trust: It is also true that at various points in history the government has violated public trust, especially in communities of color, through abuse of new and sometimes experimental medicine. Acknowledging that history is important, as is emphasizing that the COVID-19 vaccine roll out, aimed at the entire global population, is not such an instance, and does have widespread backing of private and public entities ensuring its safety. Building and leveraging trust, especially through close relationships with your community, is one of the best approaches.