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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
Manuela Walfenzao| 25 de febrero de 2021
Ad Council CovidV acunacion
The Ad Council and COVID Collaborative today revealed the platform for their COVID-19 Vaccine Education Initiative, “It’s Up To You.” Representing one of the largest public education efforts in U.S. history, more than 300 major brands, media companies, community-based 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, Google/YouTube, iHeartMedia, John Leguizamo, NAACP, NBCUniversal, Pandora/SiriusXM/SoundCloud, Sanjay Gupta, Telemundo, UnidosUS, ViacomCBS and more.Created in close partnership with the Centers for Disease Control and Prevention (CDC), ensuring all “It’s Up To You” messaging is rigorously vetted and backed by science, the campaigns urge audiences to visit GetVaccineAnswers.org (DeTiDepende.org in Spanish) to get the latest information about COVID-19 vaccines, with the ultimate goal of helping the public feel confident and prepared to get vaccinated once a vaccine is available to them.”With the ‘It’s Up To You’ platform, we’re listening to America’s 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 families,” said Lisa Sherman, President and CEO of the Ad Council. “Our 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 lives.”To reach vaccine hesitant individuals across the country, creative agency Pereira O’Dell worked pro bono to develop the creative platform, “It’s Up To You.” Taking an empathetic approach that reaffirms that it’s understandable to have questions about the vaccines, “It’s Up To You” conveys that one of the best ways to get back to the moments and people we miss is by getting vaccinated against COVID-19. Agency JOY Collective has also worked to adapt the “It’s Up To You” platform with content specifically developed to reach and resonate with the Black communities. The strategic framework underpinning the “It’s Up To You” platform, normalizing hesitancy and answering important questions, was developed by BeenThereDoneThat.
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