Covid-19. The Department of Health engaged two leading PR companies in Belfast in a bid to reach younger people with viral online posts and videos from influential figures.
Comedians Tim McGarry and Paddy Raff, Northern Ireland footballer Stuart Dallas, Antrim GAA's Paddy Cunningham and superbike champion Jonathan Rea have been among the famous faces who lent their support to the 'Fight Back NI' campaign.
Separately in the Western health trust, video messages were secured from Derry Girls star Jamie-Lee O'Donnell, Tyrone GAA footballer Cathal McShane, former Ulster Rugby player Tommy Bowe and Omagh singer Donna Taggart.