Buttery is a branded content laboratory. When the Town of Crested Butte, Colorado engaged Buttery to develop a COVID-19 Communications Campaign, people were already experiencing signage and regulatory fatigue. Our first challenge was to cut through the noise, and drive awareness of COVID-19 mitigation protocols without coming off heavy handed. Buttery partnered with artist John Fellows to develop “COVID Critter” illustrations to deliver messaging around wearing masks, social distancing, and enhanced hygiene. The Town of CB campaign was well received and is now extended to Gunnison County