Titled "Two million reasons to get vaccinated" -- a reference to the approximately 2 million population of Latvia -- the first publicity wave features well known public figures including musicians, sports stars, actors, academics and medics on the front line explaining why they intend to get vaccinated at the first opportunity.
The reasons they give are varied, from wanting to resume training to wanting to see the audience reaction in a theater, but most reflected upon the desire to regain the random, interpersonal human interactions that have been made problematic by Covid-19.
Notably, the only political figure included in the film is ex-President Valdis Zatlers, who also had a career as a distinguished surgeon and medical professional.
"At a time when an increasing number of vaccines are gradually arriving in Latvia, the motivation of everyone to get vaccinated is important. Collective immunity is our common goal. A joint decision based on each individual's motivation. The higher the number of people vaccinated in the community, the lower the risk of serious illness," publicity material says.