• by Larissa Faw , March 19, 2021

The Ad Council and COVID Collaborative are releasing the next phase of the organizations’ vaccination campaign that features pharmacists from CVS Health, Walgreens and Walmart answering vaccine-related questions.

The PSAs, developed with GroupSJR, serve a dual purpose: answering common consumer questions about vaccinations, and encouraging pharmacists to help alleviate concerns by getting vaccinated themselves.

The spots addressing pharmacists feature some of their colleagues alongside Dr. Anthony Fauci, as well as physicians and nurses discussing the importance of “symbolically” getting vaccinated to help encourage others.

The messaging directs viewers to GetVaccineAnswers.org to receive additional information. The three drugstore chains will also leverage their respective channels and capabilities to spread the word about this campaign.

The creative direction was driven by Ad Council research revealing that Americans across demographic groups find their pharmacists to be among he most trusted messengers on COVID-19 vaccines.

“Our pharmacists are a local and trusted resource in the communities in which we serve,” says Michelle Peluso, Chief Customer Officer, CVS Health. “We’re amplifying their voices to provide accurate information, answer questions and reduce hesitancy as we continue to administer vaccines in a safe, convenient, and inclusive manner.”

These new spots follow the launch of the “It’s Up To You” initiative, which includes creative assets developed by Pereira O’Dell, JOY Collective, iHeartMedia, Values Partnerships, among others to raise awareness about the COVID-19 vaccines.