Ad Council's Playbook to Get Everyone Vaccinated Is Amazing
The Ad Council and the COVID Collaborative are leading a movement to educate people in the U.S. and encourage people getting the COVID-19 vaccines.
The campaign promoting this idea, It's Up to You, encourages "independent yet integrated efforts" for brands and organizations, which includes creative and branding guidelines for partners to adapt the campaign elements to their content and audiences.
Below are some findings and tips that the full report discusses (which can be read in its entirety here).
Focus on the positive, but don't ignore the changes society has undergone. For instance, don't use the phrase, "back to normal," as "normal" may not exist for many. Instead, the reports says to "focus on 'back to life' or 'back to the moments we miss'" as phrases to use.
The organizations conducted a survey gauging feelings and opinions toward the COVID-19 vaccines; when asked in December 2020 if "a vaccine against COVID-19 were available to you today at no cost, how likely would you be to get it?", many respondents were hesitant. The highlights are below:
- Trust in the vaccines was limited overall: 30 percent of respondents said they intended to receive it, 30 percent generally uncertain, 20 percent skeptical, and 20 percent resistant.
- Breaking it down further, 12 percent of Black-Americans intended to receive the vaccine, while 29 percent Hispanic-Americans intended to get the vaccine, and 34 percent of white-Americans said they would.
- By age range, people between the ages of 18 to 34 would receive it, 24 percent of people between the ages of 34 to 49 would receive the vaccine, compared to 34 percent of people between the ages of 50 to 64 and 43 percent of people aged 65 and up.
Moreover, the reported stated that only 40 percent of Black-Americans "feel confident they know enough to guide their decision about getting a COVID-19 vaccine," with higher hesitancy among Black women who were more likely to be an essential worker. The report also went on to recommend speaking to Black-Americans through their smaller communities, whether through school, church, or neighborhood versus at a national level as a way to appeal to specific pain points and needs.
Similarly, only 40 percent of Hispanic adults "feel confident they know enough to guide their decision about getting a COVID-19 vaccine," also with a higher hesitancy among Hispanic women who were more likely to be an essential worker who lives in a multi-generational household.
Source
"Ad Council's Playbook to Get Everyone Vaccinated Is Amazing," ANA, 2021.