“It’s Up to You” COVID-19 vaccine education campaign launches, aims to replace concern with confidence in getting vaccinated

February 25, 2020 — Associated Press: “A public service ad campaign…aims to convince Americans to get vaccinated against COVID-19, telling them ‘It’s Up to You.’ The campaign by the Ad Council and its partners is focused on those who may be hesitant to get the shots…and directs readers to a website with information about vaccines in seven languages…The large, national campaign is producing an array of English and Spanish ads for TV, billboards, bus shelters, social media and publications that will be rolled out over the next few months. A few of the ads are expected to feature celebrities…The spots are expected to run throughout the year. The effort includes materials specifically for church leaders, doctors, pharmacists and others in Black and Hispanic communities…The new campaign was funded by $52 million in donations…The advertising industry-backed group calls it one of the largest public education efforts in U.S. history…Although vaccines have been available — in limited supplies — in the U.S. since mid-December, the timing of the ad campaign is actually good, said Jay Winsten, a Harvard University public health communications expert. It takes a while for people who question the effectiveness or safety of vaccines to gain faith in shots, said Winsten, who is known as the architect of a national designated driver campaign that aimed to reduce drunk driving injuries and deaths. But it also helps that millions of Americans have already gotten shots, and they did not suffer serious side effects, he added. ‘People will be more open to the messaging now’ because of that, he said.”
Read the Associated Press article by Mike Stobbe