As the COVID-19 pandemic raged through New York City in spring 2020, the Health Department worked tirelessly to stop the spread and to get information to New Yorkers. During that first terrible wave—and throughout 2020—frontline workers in healthcare and many other fields were heroic in their efforts to treat the sick and keep New York running. In addition to delivering all of the needed public health information to New Yorkers, the Health Department wanted to lift up, and show appreciation for, the most vulnerable workers on the front lines of the crisis: bus and subway drivers; grocery store cashiers; delivery, sanitation, and healthcare workers; and the researchers, lab technicians, and public health community workers all pulling together to fight the pandemic. The ad campaign “Thank You COVID-19 Heroes” launched in July.