Ad Council Launches $50 Million Fund for National COVID-19 Vaccine Education Effort

New York NY November 23 2020 amp8211 The Ad Council today announced plans for a communications effort to encourage vaccination against the virus which will represent one of the largest public education campaigns in history This effort will be launched in partnership with the COVID Collaborative a national assembly that has brought together leading experts and institutions across health education and the economy to turn the tide on the pandemic by supporting state and local officialsThis national initiative will complement government efforts and has set an initial goal of raising 50 million from the private sector including the philanthropic community and corporations This effort will be guided by science and health experts from the COVID Collaborative amplified by partnerships across every sector and rooted in extensive research with key audiencesAccording to a recent survey fielded by the COVID Collaborative a majority of Americans 86 believe that a vaccine will be effective in curbing the virus Yet the survey found that only onethird 34 say they will definitely get vaccinated themselves According to a new survey being released today by the COVID Collaborative NAACP and UnidosUS trust in the vaccine is particularly low in Black and Latinx communities with only 14 of Black Americans and 34 of Latinx Americans trusting that a vaccine will be safequotWidespread adoption of the COVID19 vaccine is our generation39s 39moonshot39 and will represent one of the largest public health interventions in our nation39s historyquot said Lisa Sherman Ad Council President and CEO quotBy bringing together the worlds of communications public health and policy we can transform life as we know it today and save hundreds of thousands of livesquotquotMany of America39s top experts leaders and institutions in health education and the economy have joined forces in a new collaborative to help defeat COVID19 and support state and local leaders in the effort to save livesquot said John Bridgeland COVID Collaborative CoFounder ampamp CEO quotWe will marshal the full force of the country39s energy and talent behind the Ad Council39s campaign to engage Americans in their own recoveryquotThe Ad Council39s effort includes two key components which will be deployed on a rolling basis the development of breakthrough creative work and an insights engine that will enable continuous testing and optimization of messages and creative These resources will be focused on delivering on four key needsIdentifying and addressing misconceptions and concerns around vaccine safety and effectivenessUniting trusted messengers influential voices and largescale platforms around consistent researchbased messagingTailoring communications to reach multiple diverse audiences through strategic media placements and communitybased outreachReinforcing the importance of wearing face masks as vaccines are rolled outThe first phase of messaging is currently in development for release in early 2021 The research creative efforts and partners will continually evolve and expand as the vaccine is distributed to a broader range of audiences and in response to shifts in public understanding and mindsets The initiative will also offer partners an open source national messaging playbook with distinct approaches for diverse audiencesThe initiative draws on the expertise of the COVID Collaborative a national assembly chaired by former Governor and US Senator Dirk Kempthorne RID and former Governor Deval Patrick DMA The assembly includes leaders from across Republican and Democratic Administrations at the federal state and local levels including former FDA Commissioners CDC Directors and US Surgeon Generals former US Secretaries of Education Homeland Security and Health and Human Services as well as generals college presidents business CEOs philanthropists and morequotCOVID Collaborative has brought together a diverse set of leaders to support this effort and to ensure that vaccine messaging is not only informed by the best science but by representatives of historically marginalized communities to make sure the messages will resonatequot said Gary Edson COVID Collaborative President and Former Deputy National Security Advisor and Deputy National Economic AdvisorThe scientific advisory group for this effort includes representatives from Duke University Johns Hopkins University Morehouse School of Medicine University of Miami and others Additional insights will come from partners including the American Public Health Association Association of State and Territorial Health Officials CDC Foundation NAACP National Association of County and City Health Officials UnidosUS and the US Chamber of CommerceThe COVID Collaborative and the Ad Council have also recently partnered to develop the quotMask Up Americaquot toolkit for the National Governors39 Association This central hub provides customizable resources including assets created in partnership with the Infectious Diseases Society of America for every governor to communicate the importance of wearing face coverings throughout their stateSince the pandemic was declared in March the Ad Council has mobilized the industry to launch an unprecedented multipronged communications effort to combat COVID19 To date this work has resulted in 3945M in donated media value 584M engagements and 306M visits to Coronavirusgov In the 1950s the Ad Council played a key role in encouraging the American public to be vaccinated against polioamp8212a disease that has since been eradicated in the United StatesThe Ad CouncilThe Ad Council has a long history of creating lifesaving public service communications in times of national crisis starting in the organization39s earliest days during World War II to September 11th and natural disasters like Hurricane Katrina and Hurricane Sandy Its deep relationships with media outlets the creative community issue experts and government leaders make the organization uniquely poised to quickly distribute lifesaving information to millions of AmericansThe Ad Council is where creativity and causes converge The nonprofit organization brings together the most creative minds in advertising media technology and marketing to address many of the nation39s most important causes The Ad Council has created many of the most iconic campaigns in advertising history Friends Don39t Let Friends Drive Drunk Smokey Bear Love Has No LabelsThe Ad Council39s innovative social good campaigns raise awareness inspire action and save lives To learn more visit AdCouncilorg follow the Ad Council39s communities on Facebook and Twitter and view the creative on YouTubeCOVID CollaborativeCOVID Collaborative is a national assembly that has brought together leading experts and institutions across health education and the economy to turn the tide on the pandemic by supporting state and local officialsThe COVID Collaborative is chaired by former Governor and US Senator Dirk Kempthorne RID and former Governor Deval Patrick DMA It includes expertise from across Republican and Democratic Administrations at the federal state and local levels including former FDA Commissioners CDC Directors and US Surgeon Generals former US Secretaries of Education Homeland Security and Health and Human Services leading public health experts and institutions that span the country the US Chamber of Commerce and the Business Roundtable the NAACP UnidosUS and the National Congress of American Indians the Skoll Foundation The Allstate Foundation and The Rockefeller Foundation and associations representing those on the front lines from the American Public Health Association to the Council of the Great City SchoolsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Ad Council Launches $50 Million Fund for National COVID-19 Vaccine Education Effort

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