Leading Corporations and Foundations Come Together to Support National COVID-19 Vaccine Education Effort from the Ad Council and COVID Collaborative

New York NY January 12 2021 amp8211 The Ad Council today announced that the organization has raised 37 million of its 50 million goal for a national communications effort to increase confidence in vaccination against COVID19 Developed in partnership with COVID Collaborative the initiative will reach key audiences across the country through researchdriven creative campaigns strategic media placements community outreach and trusted messenger engagementamp8211representing one of the largest public education efforts in historyLeading contributors to date include Bank of America Facebook General Motors Google and YouTube the Humana Foundation NBCUniversalComcast Salesforce Verizon Walgreens and Walmart Significant contributions have also been provided by Americaamp8217s Health Insurance Plans AHIP the American Heart Association the American Medical Association Ford Motor Company JPMorgan Chase the New York Life Foundation Stanley Black ampamp Decker Synchrony and TargetquotOur nation39s recovery depends on widespread adoption of vaccination against COVID19 which will require the Ad Council39s most ambitious public education effort everquot said Lisa Sherman President and CEO of the Ad Council quotWe are so grateful to our generous funders for making it possible to reach millions of Americans and inspire confidence in these lifesaving vaccinesquotquotThroughout the COVID19 pandemic the Ad Council has moved incredibly quickly rallying the marketing and media community to create and share urgent public health messages with the American peoplequot said Linda Yaccarino Board Chair of the Ad Council and Chairman Global Advertising and Partnerships of NBCUniversal quotAs our country enters the next crucial phase of this crisis I know our industry will once again answer the Ad Council39s call share in this responsibility and offer their partnership and supportquotCreative agencies Pereira O39Dell JOY Collective Alma and BeenThereDoneThat are working pro bono to develop creative assets In light of systemic inequities that contribute to mistrust of vaccines among communities of color special attention will be given to developing content tailored to reach and resonate with the Black and Hispanic communities Dentsu Health dentsu Americas39 integrated health practice worked pro bono to develop consumer insights and the national media strategy informing creative development and providing a comprehensive placement framework for the forthcoming creative assetsA critical part of the strategy includes developing coalitions and partnerships with leading nonprofit public health civil rights faithbased and community organizations These efforts are being pursued together with COVID Collaborative39s network including the Asian ampamp Pacific Islander American Health Forum Black Coalition Against COVID19 NAACP National Congress of American Indians National Urban League Morehouse School of Medicine and UnidosUS Additional partners include the National Black Nurses Association the National Hispanic Medical Association the National Association of Hispanic Nurses and the National Medical AssociationThe Ad Council is also working with Business Roundtable the CDC Foundation the de Beaumont Foundation and the Robert Wood Johnson Foundation in partnership with Meteorite to provide the business community with researchbacked messaging resources and programming to reach their employees and customersAdditionally the Ad Council and COVID Collaborative are sharing insights and resources to invite a wide range of communicators and trusted messengers to develop their own researchbased vaccine education content Earlier today over 500 attendees virtually attended the Ad Councilamp8217s Partner Strategy Summit representing leading media companies and platforms public health organizations advertising agencies communitybased organizations and corporate partnersquotAmericans and their leading institutions always rally together in times of crisisquot said John Bridgeland CoFounder and CEO of COVID Collaborative quotIt is a difficult time in the life of the nation and we are so grateful for the many corporations associations and institutions that are supporting this critical campaign to engage Americans in their own recoveryquotThe campaign will be created in close partnership with the US Department of Health and Human Services and the Centers for Disease Control and Prevention which is vetting all content for accuracy Additionally COVID Collaborative is lending insights from its scientific experts to the effortSince the pandemic was declared in March 2020 the Ad Council has mobilized the industry to launch an unprecedented multipronged communications effort to combat COVID19 Most recently on December 29 the Ad Council and COVID Collaborative released informational videos to address healthcare providersamp8217 questions about COVID19 vaccination featuring Dr Anthony Fauci and other representatives from 18 leading healthcare organizations To date the Ad Councilamp8217s COVID19 efforts have resulted in 389 billion impressions 4247 million in donated media value and 318 million visits to CoronavirusgovThe Ad CouncilThe Ad Council has a long history of creating lifesaving public service communications in times of national crisis starting in the organization39s earliest days during World War II to September 11th and natural disasters like Hurricane Katrina and Hurricane Sandy Its deep relationships with media outlets the creative community issue experts and government leaders make the organization uniquely poised to quickly distribute lifesaving information to millions of AmericansThe Ad Council is where creativity and causes converge The nonprofit organization brings together the most creative minds in advertising media technology and marketing to address many of the nation39s most important causes The Ad Council has created many of the most iconic campaigns in advertising history Friends Don39t Let Friends Drive Drunk Smokey Bear Love Has No LabelsThe Ad Council39s innovative social good campaigns raise awareness inspire action and save lives To learn more visit AdCouncilorg follow the Ad Council39s communities on Facebook and Twitter and view the creative on YouTubeCOVID CollaborativeCOVID Collaborative is a national assembly that has brought together leading experts and institutions across health education and the economy to turn the tide on the pandemic by supporting state and local officialsThe COVID Collaborative is chaired by former Governor and US Senator Dirk Kempthorne RID and former Governor Deval Patrick DMA It includes expertise from across Republican and Democratic Administrations at the federal state and local levels including former FDA Commissioners CDC Directors and US Surgeon Generals former US Secretaries of Education Homeland Security and Health and Human Services leading public health experts and institutions that span the country the US Chamber of Commerce and Business Roundtable the NAACP UnidosUS and the National Congress of American Indians the Skoll Foundation The Allstate Foundation and The Rockefeller Foundation and associations representing those on the front lines from the American Public Health Association to the Council of the Great City SchoolsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Leading Corporations and Foundations Come Together to Support National COVID-19 Vaccine Education Effort from the Ad Council and COVID Collaborative

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