COVID-19 Vaccine Education Initiative

The IntroText

The Ad Council and COVID Collaborative are leading a massive communications effort to educate the American public and build confidence around the COVID-19 vaccines.

Guided by the leading minds in science and medicine and fueled by the best talent in the private sector, the COVID-19 Vaccine Education Initiative is designed to reach different audiences, including communities of color who have been disproportionately affected by COVID-19.

Under the umbrella of the “It’s Up to You” campaign, we will ensure that Americans have accurate and timely information to answer their questions and concerns about vaccine side effects, efficacy, and clinical trials. Our goal is to shift the public mindset from vaccine concern to vaccine confidence.

To access the ‘It’s Up to You’ creative assets—including PSAs for TV, radio, digital, OOH and print—visit our campaign page here:

To see common questions and get more information on the vaccines, visit our consumer site here:

The Opportunity

Extensive research shows pervasive reluctance around the COVID-19 vaccines among the American public—with many Americans reporting they will not get the vaccine or have significant questions.

Overall, 40% of the general public falls into a movable middle – people who are hesitant to get a vaccine but are open to learning more. They want to know the vaccines are safe—and that the benefits outweigh the risk.

Get involved


By bringing together the worlds of communications, media, business, and public health, we can transform life as we know it today and save hundreds of thousands of lives. It’s a big tent and there’s a critical role for everyone to play.

You can access our various toolkits below to get message guidance, language do’s and don’ts, audience insights, and assets. We hope you’ll leverage these tips and tools through your own channels to help increase vaccine confidence. Visit our toolkits here:

Want to get more involved in the COVID-19 Vaccine Education Initiative?

If you’re a brand or media, tech, advertising, marketing or entertainment company and want to get more involved, we’d love to hear from you. Fill out our partner form below and we’ll get in touch.

Recent & Upcoming Events

Partner List




Learn With Us
By Stephen Massey
Employers should double down on vaccination, boosters and other safety measures to strengthen protection and business resilience.
December 6, 2021
By Sheri Klein
It’s not about convincing friends and neighbors to get vaccinated. It’s about equipping every person with solid information to make an informed decision about vaccination for themselves and their families.
October 18, 2021
By Charysse Nunez
In the five months since launching our historic COVID-19 Vaccine Education Initiative in partnership with the COVID Collaborative, we have made significant progress. Initially, about 30% of Americans said they would get vaccinated as soon as one was available to them, and about 20% said they would not agree to be vaccinated under any circumstances, leaving about 50% that were hesitant. This 50% is where we have focused our efforts, alongside more than 300 cross-sector partners.
August 2, 2021