More than 300 major brands, media companies, community-based organizations, and other organizations are joining forces with the Ad Council and COVID Collaborative to launch one of the biggest public service campaigns ever.
The “It’s Up To You” platform, developed pro bono by Pereira O’Dell, focuses on COVID-19 vaccine education by conveying that one of the best ways to get back to the moments and people we miss is to get more information on vaccines.
Creative assets in English and Spanish will appear nationwide across broadcast TV, digital, radio and social media beginning this week, with a focus on reaching key audiences, including communities of color.
“This is not only the most important campaign of our generation, but it needs to be the largest too,” said PJ Pereira, creative chairman, Pereira O’Dell. “It had to be an idea that worked not only for the audience, but allowed for brands and publishers to make it theirs, too.”
Additional work will also roll out over the coming weeks tailored to specific demographics and platforms. This includes content developed by agency Alma, which customized the creative platform “De Ti Depende,” a campaign designed to resonate with Hispanic communities in the U.S. In addition, agencies JOY Collective and CIEN+ are adapting the platform with content specifically developed to reach Black communities.
Further, an array of brands, media companies and social platforms are developing custom content and donating media to extend the message.
Adobe will work with its diverse and extensive creator community to commission artwork to connect with underrepresented groups. Google/YouTube, in addition to being a founding partner, is integrating the Ad Council’s vaccine campaign into their larger "Get the Facts" COVID-19 vaccine marketing efforts.
Google/YouTube is also providing advertisers with bespoke support, insights & resources to scale their message using Google and YouTube platforms and tools. And Facebook/Instagram is donating production for an in-market messaging campaign with a suite of creative assets. Facebook will provide donated media throughout the campaign.
All assets drive viewers to GetVaccineAnswers.org (DeTiDepende.org in Spanish). Content on the website is available in seven languages (English, Spanish, Simplified Chinese, Korean, Russian, Haitian Creole, and Vietnamese).
“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,” stated Lisa Sherman, president and CEO, Ad Council. “Our 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.”