New Campaign Targets Groups Hesitant About COVID-19 Vaccines

The Ad Council is spearheading a new vaccine education effort that targets Americans 18-24 years and parents with adolescent children—two groups that continue to question whether the vaccine is right for them and their families. 

The Ad Council teamed up with creative agency Deutsch LA on a new campaign designed to motivate undecided Americans ages 18-24 to get the vaccine and protect themselves and their loved ones.   

Additionally, creative agency Saatchi & Saatchi and the American Academy of Pediatrics partnered with the Ad Council and COVID Collaborative to develop a series of PSAs geared toward parents of kids 12-17 and designed to help them make informed decisions about the vaccines.

Celebrities Alan Cumming, John Lutz, Kellie Martin, Alyssa Milano and others are lending their support to the effort, using their social channels to further educate their fans about the vaccines. 



The effort is backed by Ad Council research showing that nearly one in five young adults aged 18-24 remain undecided about getting vaccinated, as well as one in five parents of kids 12-17 are still unsure about vaccinating their children.

By comparison, about one in 10 of the total adult population is hesitant about vaccines. The research also shows that young adults largely are seeking clarity about any perceived unknown long-term side effects and are motivated to get vaccinated by family and friends. 

Parents find that pediatricians and other health care providers are the most trusted sources of information about COVID-19 vaccines, per the research, which also found that parents are primarily seeking advice that the benefits of COVID-19 vaccination include significantly decreased risk of infection.




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