Health & Wellness

COVID-19 Vaccine Education

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The COVID-19 vaccines have the potential to transform life as we know it today and save hundreds of thousands of lives—but they can only be successful if millions of Americans recognize the urgency, safety and vital importance of getting vaccinated.

While many have already started the vaccination process, there is currently a general lack of confidence. Overall, 40% of the U.S. public have expressed concerns, ranging from “skeptical” to “open but uncertain,” about getting vaccinated.

The It’s Up to You campaign encourages audiences to get the latest vaccine information—knowing that personal education is the first step in building vaccine confidence. It’s OK to have questions. We want to acknowledge Americans’ concerns, provide answers to their questions, and get us all on the road back to the moments and people we miss most.

To see common questions and get more vaccine information, visit our consumer site here: www.GetVaccineAnswers.org.

To learn more about the COVID-19 Vaccine Education Initiative and access partner toolkits, visit our industry partner page here: www.AdCouncil.org/COVID-Vaccine

To learn more about how the initiative unfolded in real time, visit: The History of Our COVID-19 Vaccine Education Initiative.

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Sponsors
Ad Council, Radio Campesina
Agencies
Deutsch, JOY Collective, Inc., Radio Campesina, Still Films, Ad Council Content Studio, Pereira O'Dell, Sesame Workshop, Coffee Bluff Pictures, Saatchi & Saatchi
Our Vaccine Customized Creative
This is a multi-faceted effort with several distinct campaigns designed to reach different audiences, including – importantly – key communities who have been disproportionately affected by COVID-19.

Black Audiences

Black American hesitancy is linked to historical unethical practices in medical research and care. They share the same safety concerns and distrust as other Americans. Work developed for Black audiences is based on extensive research and includes messaging targeted specifically to this community.

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Hispanic Audiences

Hispanics who are hesitant lack confidence in the information they’ve received. They are also concerned about safety and may distrust government and corporate motives. Work developed for Hispanic audiences is based on extensive research and includes messaging targeted specifically to this community.

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All Audiences

Half of the general public falls into the movable middle. These individuals want to know if the vaccines are safe and that the benefits outweigh any potential risks. Work developed for all audiences can be used broadly across all communities.

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