Overt, science-based messaging is not always enough to persuade everyone to take appropriate health measures (e.g., vaccination, social distancing, etc.), no matter how encouraging the data. Recent studies suggest those who were resistant to making the healthier choice had reasons that were rooted along moral grounds. And because moral beliefs are more entrenched, they’re much more difficult to change. But there is one approach that could increase the appeal of healthy decisions among those whose attitudes have become moralized. We tested a few communication techniques among participants with the hope that the results could improve health messaging and increase the uptake of life-saving measures.