As the saying goes, “Content is king but context is queen.” In a recent client engagement, The PEP worked with caregivers to co-create a high-impact communication program for caregivers of children with a rare condition. Our collaborative work with caregivers taught us that they craved real stories and practical tips from others who were like them. We developed testimonial and animated videos delivered in the caregiver voice, as well as infographics and other dynamic content that met not only the educational but also the emotional needs of caregivers. Furthermore, we worked with caregivers to better understand how they connect with the world both off-line and online so that we could meet them “where they are” with the right content at the right time. Learn why video content was a big part of our program.