On Thursday, the Ad Council launched a campaign that was designed to combat hesitancy about the safety of the coronavirus vaccine, broadcasting messages across US TV, radio, websites, and social media. The title of the campaign is “It’s Up To You” and will feature celebrities in upcoming public service announcements produced by media partners. The campaign and ads remind us of all the things that people miss about life before the pandemic such as hugs, going to church, family gatherings, and hanging with friends. The campaign also provides information about how COVID-19 vaccines can bring them back. The ad campaign which launched on Thursday will include more than $500 million in donated media and talent. It will slowly change as the landscape of who’s eligible for vaccine and what questions they have shifted.
Ad Council Says To Promote COVID-19 Vaccines In $500 Campaign
The chief executive of the Ad Council, Lisa Sherman said that “It is really okay for people to be hesitant and it is normal to have questions. If hesitancy toward the vaccine isn’t addressed and not enough Americans get vaccinated, then we are going to find ourselves in the same place next year”. The ad campaign will direct people to a website that will answer questions such as how the vaccine was approved for use and why there is more than one type of vaccine.
The report shows that only 40% of people in Black and Hispanic communities say they have enough information to make a decision about getting vaccinated. According to Ad Council research, around 60% of the general population got vaccinated.
Ad campaigns will include credible and culturally relevant content
The campaigns will include credible and culturally relevant content and some of the ads will be seen broadly on television but they will be especially focused on communities with high levels of vaccine hesitancy. Charisse Nunez said that “for the Hispanic population there is more of an emotive angle. We knew there were many people who hadn’t had the opportunity that to visit their family and so that is something they miss”.
The council is collaborating with multiple partners, including the Black Coalition against Covid-19, Color of Change, NAACP, National Alliance for Hispanic Health, National Hispanic Medical Association, National Medical Association, National Urban League, Unidos US, United States Hispanic Chamber of Commerce (USHCC) and others. Bishop of The Potter’s House, a large non-denominal; church in Dallas, Texas, T D Jakes said that “I am pleased to partner with the Ad Council and fellow clergy in this effort and am optimistic about what God is doing through the medical community and what he will do through this campaign”. Other partners of the ad campaign include cable channel BET, which will create a COVID-19 news special and live stream a town hall event with the NAACP.