The capacity to implement effective public health policies relies crucially on public trust. Without trust in governments, science and institutions, support for necessary public health programs is difficult to mobilize, particularly where individual sacrifices are necessary and personal gains might be uncertain. A trust-gap existed between the public and government entities in Pakistan even before Coronavirus, but has been exacerbated since and the gap is even wider in certain segments of the population. This trust-gap has crucial implications for how the COVID-19 vaccine will be received by the public and raises questions about what the best channel (public or private) is to distribute the vaccine and what social marketing messages should be associated with it. Through focus group interviews and a survey of a random sample of 1,000 households in Lahore, Pakistan, this study will examine how perceptions of who is developing and administering the vaccine affects vaccine willingness/hesitancy.