Ad Council's COVID Campaign Targets Younger Americans

The Ad Council and COVID Collaborative are continuing their vaccine awareness efforts with a new campaign that focuses on younger Americans.

To better connect directly with young adults and address their specific concerns around the COVID-19 vaccines, an array of brands, media companies and social platforms and services are developing custom content and donating media space to extend the on-going “It’s Up To You” message.

This includes TikTok which will pin custom content on its  #VaccinatedFor page. This content will be promoted through media donated by TikTok.

Twitch is developing a custom PSA to promote COVID-19 vaccine awareness and education. Twitch also planned a livestream Q&A with a Twitch streamer and a medical expert to answer questions young adults have about the vaccines.

And the WWE has created its own PSAs with WWE Chief Brand Officer Stephanie McMahon, WWE Superstars Bobby Lashley and The Miz and WWE Hall of Famers Nikki Bella and John “Bradshaw” Layfield, pointing viewers to



Creative agency Joy Collective is releasing two PSAs that adapt the  “It’s Up To You” platform with content specifically developed to resonate with Black young adults. These spots highlight how young people can get back to the moments they miss most, like seeing friends at college or at concerts.

Separately, the Ad Council is working with Sesame Workshop to support this “It’s Up To You” campaign by featuring Elmo, Elmo’s dad Louie, the Letter U and the Muppets of Sesame Street. The creative suggests that parents should get the COVID-19 vaccine to bring “sunnier days ahead.”

These PSAs are also an extension of the “It’s Up To You” campaign, leveraging the song “I’ll Be Seeing You,” which is heard throughout the Ad Council’s vaccine education PSAs. Sesame Workshop will introduce additional bilingual resources for parents, caregivers, and providers to explain why grownups are getting vaccinated against COVID-19 as well as remind children that it’s still important to practice other healthy behaviors, like handwashing.



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