The Ad Council and COVID Collaborative Reveal 'It's Up To You' Campaigns to Educate Millions of Americans about COVID-19 Vaccines

The Ad Council and COVID Collaborative today revealed the platform for their COVID19 Vaccine Education Initiative quotIt39s Up To Youquot Representing one of the largest public education efforts in US history more than 300 major brands media companies communitybased organizations faith leaders medical experts and other trusted messengers are supporting the campaigns designed to reach distinct audiences These partners include Adobe Apple Bishop T D Jakes Black Information Network Facebook FOX Entertainment GoogleYouTube iHeartMedia John Leguizamo NAACP NBCUniversal PandoraSiriusXMSoundCloud Sanjay Gupta Telemundo UnidosUS ViacomCBS and moreCreated in close partnership with the Centers for Disease Control and Prevention CDC ensuring all quotIt39s Up To Youquot messaging is rigorously vetted and backed by science the campaigns urge audiences to visit GetVaccineAnswersorg DeTiDependeorg in Spanish to get the latest information about COVID19 vaccines with the ultimate goal of helping the public feel confident and prepared to get vaccinated once a vaccine is available to themquotWith the 39It39s Up To You39 platform we39re listening to America39s top questions understanding their concerns and working to educate and empower people across the country particularly communities of color who have been disproportionately impacted by the pandemic so they can make an informed choice about vaccination for themselves and for their familiesquot said Lisa Sherman president and CEO of the Ad Council quotOur extraordinary partners across the communications industry are uniquely positioned to amplify these critical messages at scale Through this truly unprecedented effort we can get back to the moments we all miss and save livesquotAd Council research fielded by Ipsos Public Affairs in February 2021 reveals that approximately 40 of the public have not yet made a firm decision to get vaccinated as soon as vaccines are available to them Additionally the data illustrates the need for a bespoke effort reaching communities of color who have been disproportionately affected by COVID19 and where there is considerable distrust in the government and medical community and high hesitancy toward the vaccines The Ad Council39s research shows that Black and Hispanic Americans who are undecided are significantly less confident they have enough information to guide their decision about getting a COVID19 vaccination compared to those intending to get vaccinated Approximately threequarters of consumers who are undecided say they want information to address their questions about the vaccines even if vaccines are not yet available to themThe CDC brand will be seen on select creative assets and along with HHS the CDC is providing scientific guidance on all aspects of the campaign COVID Collaborative is lending insights from its scientific experts to the effort engaging many members of its collaborative who represent the diversity of the country to help with dissemination and connecting the campaign to Governors and other leaders in statesquotPublic education is a critical component of our response to the COVID19 pandemic it is a shared effort to empower people to protect themselves especially those in disproportionally burdened populationsquot said CDC Director Dr Rochelle P Walensky quotJust as we are taking action to address the inequities this pandemic laid bare we need a concerted approach to bring an end to the pandemic and to leverage the lessons learned during COVID19 to achieve optimal health for allquotTo reach vaccine hesitant individuals across the country creative agency Pereira O39Dell worked pro bono to develop the creative platform quotIt39s Up To Youquot Taking an empathetic approach that reaffirms that it39s understandable to have questions about the vaccines quotIt39s Up To Youquot conveys that one of the best ways to get back to the moments and people we miss is by getting vaccinated against COVID19 Agency JOY Collective has also worked to adapt the quotIt39s Up To Youquot platform with content specifically developed to reach and resonate with the Black communities The strategic framework underpinning the quotIt39s Up To Youquot platform normalizing hesitancy and answering important questions was developed by BeenThereDoneThatCreative assets in English and Spanish will appear nationwide across broadcast TV digital radio and social media beginning this week Additional work will also roll out over the coming weeks including content developed by modern culture marketing agency Alma which customized the creative platform to produce quotDe Ti Dependequot a campaign designed to resonate with Hispanic communities in the US Registration is also now open for a special edition of Hispanicize on March 12 featuring Dr Anthony Fauci Beto Perez John Leguizamo Karen Martinez Luis Guzman and othersquotThis is not only the most important campaign of our generation but it needs to be the largest tooquot said PJ Pereira Creative Chairman Pereira O39Dell quotIt had to be an idea that worked not only for the audience but allowed for brands and publishers to make it theirs tooquotquotAs a Black and womanowned agency we are proud to partner with the Ad Council to lead the campaign efforts within the Black community With a multifaceted creative digital social events and grassroots campaign focused on educating the Black community in a credible culturally relevant way while inspiring them to 39get back to39 we all miss so much Our goal is to help the Black community get the facts despite their inherent distrust in the government and medical community and help them make an informed decision about COVID19 vaccinesquot said Kelli Richardson Lawson CEO JOY CollectiveAdditionally the initiative has partnered with JOY Collective and CIEN to collaborate with a wide range of organizations to inform the development and distribution of culturally resonant content for Black and Hispanic audiences who have been disproportionately impacted by COVID19 and have lower vaccine confidence Providing valuable tools and resources events and pointofcare and pointofpurchase educational materials for communities of color these partners include the Black Coalition Against COVID19 BCAC NAACP National Alliance for Hispanic Health National Hispanic Medical Association National Medical Association National Urban League UnidosUS United States Hispanic Chamber of Commerce USHCC and others To kick off the initiative the Ad Council is partnering with the NAACP to host UNMASKED A COVID19 Virtual Town Hall Series on February 25 at 8pm ET where leading policy makers researchers and medical experts will share the latest on the coronavirus pandemic treatments and vaccine education ABC News Senior National Affairs Correspondent Deborah Roberts will moderate the program which will feature NAACP President and CEO Derrick Johnson Dr Cameron Webb member of the Biden Advisory Board for Coronavirus Dr Reed Tuckson Founding Member and CEO of the Black Coalition Against COVID19 and Dr Chris Pernell Public Health physicianIn collaboration with Values Partnerships the initiative has also developed a comprehensive strategy to engage the faith community and has established a National Faith Steering Committee to inform efforts participate in campaign content and events and help disseminate educational resources This committee includes major national faithbased organizations and over 20 highly influential faith leaders across the Black and Hispanic faith communities including the National Association of Evangelicals the National Latino Evangelical Coalition Bishop T D Jakes Dr Barbara WilliamsSkinner Rev Dr Gabriel ampamp Rev Jeanette Salguero Rev Dr Otis Moss III Rev Enid Almanzar Rev John K Jenkins Rev Traci Blackmon Rev Dr Walter Kim and more The initiative includes a PSA developed by JOY Collective and Values Partnerships and a national vaccine education event specially developed for the Black and Hispanic faith communities which will be on March 9 at 7pm ET The event will feature Bishop T D Jakes and other steering committee members in addition to medical experts and other special guests In addition the Ad Council is also collaborating with Choose Health Life CHL amp8211 a sustainable scalable and transferable approach to address public health disparities in the Black Community centered around the Black churchquotCOVID19 is one of the most significant challenges we have faced as a faith community but there is hopequot said Bishop TD Jakes quotWe have vaccines that are effective and we have an acrosstheboard commitment in the faith community to ensure that all Americans are informed with accurate up to date information that will assist in the critical decisions that insure healthy outcomes 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 campaignquotLeading brands media companies and social platforms and services are developing custom content and donating media to extend the quotIt39s Up To Youquot message connecting their audiences with crucial and vetted information about the COVID19 vaccines Partners includeAdobe will work with their diverse and extensive creator community as a Founding Partner to commission artwork for the quotIt39s Up to Youquot campaign to connect with underrepresented groupsApple is a Founding Partner of the COVID19 Vaccine Education Initiative As part of its commitment to health Apple will help the Ad Council keep customers informed about the benefits of the vaccine through its services including the App Store Apple Music Apple News and moreBET is supporting the effort by creating a BET News COVID19 special and leveraging its platforms to promote and live stream the initiative39s event with NAACP UNMASKED A COVID19 Virtual Town HallBIN Black Information Network is launching quotIt39s Up To Youquot Vaccine Education Week and will provide a week of dedicated programming designed to spark meaningful conversation fueled by trusted news and information within Black communitiesComplex Networks will be developing custom content for Ad Council39s quotIt39s Up To Youquot COVID19 Vaccine Education Initiative which will reach Complex Networks39 70 million monthly multicultural audience who share a passion for what39s now and next in music sneakers style pop culture and beyond They will also be donating media to support these assets across Complex Networks39 propertiesDisney will leverage resources across a variety of its platforms ABC ESPN Freeform FX Hulu National Geographic to support quotIt39s Up To Youquot PSAsFacebook is donating production for an inmarket messaging campaign with a suite of creative assets that will run across Facebook and Instagram and provide donated media throughout the campaign Additionally a Founding Partner of the Ad Council39s COVID19 vaccine education initiative this support is part of Facebook39s commitment to running a worldwide campaign to promote authoritative COVID19 vaccine informationFOX will leverage toptier talent to create a series of quotIt39s Up To Youquot PSAs and donate media inventory across its stable of entertainment sports and news platformsGoogleYouTube in addition to being a Founding Partner is integrating the Ad Council39s vaccine campaign into their larger quotGet the Factsquot COVID19 vaccine marketing efforts GoogleYouTube is also making concerted efforts to support the Ad Council39s industry movement providing advertisers with bespoke support insights ampamp resources to scale their message using Google and YouTube platforms and toolsHoller is producing quotIt39s Up To Youquot content to run in donated conversational mediaIBM Watson Advertising is contributing its AI creative technology Accelerator to provide research insights creating digital banner content for this testing and donating media across its weathercom and The Weather Channel app propertiesiHeartMedia is providing the campaign39s official suite of English and Spanish audio assets that will be made available for other audio companies to use across their platforms beginning today Through audio the iHeartcreated PSAs vividly bring to life the quotIt39s Up To Youquot campaign and encourage the public to get the facts to make an informed decision about the COVID19 vaccineLinkedIn is advising the Ad Council on creative and media targeting strategies for COVID19 vaccine ads to help companies reach the right audiences with the information needed to have informed discussions about the vaccines LinkedIn is also providing significant donated media to support the quotIt39s Up to Youquot campaignNBCUniversal and Telemundo are creating custom video and banner assets in both English and Spanish for support across the NBCUniversal ecosystem also made available to other networks NBCUniversal is also a Founding Partner of the Ad Council39s COVID19 vaccine education initiativeOutcome Health is partnering with the initiative by creating educational content about the COVID19 vaccines for vaccine hesitant groups including Black and Hispanic communities in addition to significant donated media through its point of care locations the largest such network in the USPandora39s inhouse creative consultancy Studio Resonate is creating custom audio ads to run within donated media inventory across Pandora SiriusXM and SoundCloudPinterest is supplementing historic Ad Council support with significant donated media for the organization39s quotIt39s Up To Youquot campaign as well as continuing to collaborate with the initiative to inspire COVID19 vaccine education and confidence by providing access to trusted expert content on the platformSalesforce is a Founding Partner of the Ad Council39s COVID19 vaccine education initiative and is supporting the campaign with a live segment on its quotLeading Through Changequot series airing March 4 2021 at 10am PTSesame Workshop will develop custom PSAs in English and Spanish for grownups and families featuring their iconic charactersSnapchat has committed to supporting quotIt39s Up To Youquot through the creation of custom AR content and providing donated mediaSpotify will produce custom audio PSAs and messaging points for podcast host reads to promote COVID19 vaccine awareness and education distributed across donated media on its free tier and integrated into podcasts on its platformTikTok is donating prominent InFeed advertising space dedicated to the quotIt39s Up to Youquot campaign TikTok is committed to amplifying critical public health information and will support the campaign with engaging content featuring TikTok creators and integrate the quotIt39s Up To Youquot program in their inapp COVID19 information hubTwitter is developing a custom hashemoji on behalf of the campaign and will also host and spotlight a live QampampA on their platform featuring a medical expert to address the top COVID19 vaccine questions facing their usersTwitch will produce a custom video PSA to promote COVID19 vaccine awareness and education distributing the video via donated media across the live streaming serviceUnilever maker of brands like Dove Hellmann39s and Suave will support the Ad Council initiative as a Founding Partner by integrating it into their annual Day of Service and amplify with paid and earned media retail tieins and a broader employee and Unilever partner programVerizon is a Founding Partner the first to sign on as a supporter of the initiative and is developing a digital campaign extension of quotIt39s Up To Youquot which will launch 225 and focus on inviting other brands to join in and support the effortViacomCBS creators of the AloneTogether campaign with the Ad Council which has delivered critical COVID19 safety information since March will support as a Founding Partner by running PSAs across its broadcast cable and streaming platforms and produce custom video and social assets tailored for their unique audiencesWalmart is a Founding Partner of the COVID19 Vaccine Education Initiative and will provide further support for the quotIt39s Up To Youquot campaign by donating media across TV Walls organic social and display adsamp160 WarnerMedia is cocreating PSAs with their inhouse 10th Street Production Company featuring Daveed Diggs Sanjay Gupta and Rosie Perez The assets will be supported across the WarnerMedia and ATampampT video ecosystem and made available to other media properties as wellquotWhen the marketing and media communities come together and amplify urgent public health messages we can be an incredible force for goodquot said Linda Yaccarino Board Chair of the Ad Council and Chairman Global Advertising and Partnerships of NBCUniversal quotThe Ad Council has been leading the charge to make sure everyone in America has the latest and most accurate information about the COVID19 vaccines Every major media company and platform recognizes the importance of this effort and through the media community39s support we39ll be able to reach Americans with the information they need from the sources they trustquotAll quotIt39s Up To Youquot campaign efforts drive audiences to GetVaccineAnswersorg DeTiDependeorg in Spanish for answers to the top questions Americans have about the COVID19 vaccines Vetted by experts at CDC HHS and COVID Collaborative content on the website is available in seven languages English Spanish Simplified Chinese Korean Russian Haitian Creole and Vietnamese and serves as an information hub to help consumers make an informed decision for themselves and their families about COVID19 vaccines Resources at GetVaccineAnswersorg will be continually updated as new information and data becomes availablequotAmericans always rise to the challenge in times of crisis The COVID Collaborative has brought together top experts leaders and institutions in health education and the economy and associations representing the diversity of the country to engage Americans in their own recoveryquot said John Bridgeland CoFounder and CEO of the COVID Collaborative quotWe are thrilled to partner with the Ad Council on this critical campaign and so many extraordinary institutions to help save lives and put America on a path to recovery and renewalquotThe Ad Council and COVID Collaborative have undertaken comprehensive and ongoing research to understand audience mindsets and how to effectively message to build vaccine confidence This included consulting with a deep network of experts in public health health communications and marketing as well as qualitative and quantitative research conducted in partnership with Ahzul Facebook Feedback Loop IBM Watson Advertising Ipsos Public Affairs and Nielsen Insights from this research is fueling the initiative39s creative media digital and partnership strategies including the development of the quotIt39s Up To Youquot platform 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 creative assetsTo date the initiative has raised over 52 million for a national communications effort to increase confidence in vaccination against the COVID19 virus Leading contributors to date include Amazon Apple Bank of America Cisco CVS Health Facebook General Motors Google and YouTube the Humana Foundation NBCUniversalComcast Salesforce Verizon Walgreens and Walmart Significant contributions have also been provided by Adobe America39s Health Insurance Plans AHIP the American Heart Association the American Medical Association BNY Mellon Business Roundtable Citi Ford Motor Company JPMorgan Chase the New York Life Foundation Stanley Black ampamp Decker Synchrony Target Unilever Wells Fargo and ViacomCBSMajor industry trade associations including the ANA39s Alliance for Inclusive and Multicultural Marketing AIMM American Association of Advertising Agencies 4A39s Association of National Advertisers ANA Interactive Advertising Bureau IAB Mobile Media Association MMA National Association of Broadcasters NAB NCTA amp8211 The Internet and Television Association News Media Alliance NMA Out of Home Advertising Association of America OAAA Radio Advertising Bureau RAB and Television Bureau of Advertising TVB are supporting the initiative by engaging their members representing leading corporate brands marketers TV stations radio and digital media throughout the country to continue educating the public with critical information from quotIt39s Up To YouquotOne of the initial efforts of this initiative was the launch of informational videos to address healthcare professionals39 questions about COVID19 vaccination featuring Dr Anthony Fauci and other representatives from leading healthcare organizations Since the pandemic was declared in March 2020 the Ad Council has mobilized the industry to launch an unprecedented multipronged communications effort to combat COVID19 To date the Ad Council39s COVID19 efforts have resulted in over 47 billion impressions 445 million in donated media value and nearly 33 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 of experts leaders and institutions in health education and the economy and associations representing the diversity of the country to turn the tide on the pandemic by supporting federal state and local COVID29 response effortsThe 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 Schoolsamp160Click 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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The Ad Council and COVID Collaborative Reveal 'It's Up To You' Campaigns to Educate Millions of Americans about COVID-19 Vaccines

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The Ad Council and COVID Collaborative Reveal 'It's Up To You' Campaigns to Educate Millions of Americans about COVID-19 Vaccines

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