Ad Council, With White House, CDC, HHS, Major Media Networks/Digital Platforms, to Launch Coronavirus-Related PSAs
In response to the COVID-19 pandemic, the Ad Council is working in collaboration with the White House, Centers for Disease Control and Prevention (CDC), U.S. Department of Health and Human Services (HHS), and major media networks and digital platforms to launch a series of national public service ads (PSAs) and multi-channel content to provide critical and urgent messages to the American public. The creative assets focus on reaching high-risk populations and the general public with messages around social distancing, personal hygiene and mental health. The PSAs direct audiences to visit www.coronavirus.gov, a centralized resource that includes up-to-date information on the crisis.
The country's largest media companies and digital platforms have committed to use their channels to support consistent messaging across TV, radio, social media, outdoor and digital media.
The following creative assets were developed in partnership with the Ad Council and the White House:
- NBCUniversal created a series of digital videos and social graphics, available in both English and Spanish, to inform high-risk populations about the steps they can take to protect themselves and the public about how they can help stop of the spread of coronavirus. The PSAs are available beginning tomorrow.
- National broadcast PSAs featuring the Surgeon General will communicate the most important ways Americans can protect themselves and those most at risk. That script, developed by Group SJR, will also be available as a template for media companies to create assets with their own public health officials. The PSAs will be distributed to stations later this week.
The following creative assets were developed in partnership with the Ad Council and media companies and platforms:
- ViacomCBS is launching a multiplatform campaign led by MTV and the company's Entertainment & Youth Brands to communicate the importance of social distancing that will be tailored and supported across the ViacomCBS portfolio and available to all media companies who want to get involved.
- The Atlantic's internal creative studio is developing customized digital creative that provides access to relevant information.
- iHeartMedia will support messaging around social distancing and high-risk populations, among other important COVID-19-related topics, across their network of stations.
- ABC/Walt Disney Television is working on priority messaging for parents and families for distribution across their channels and platforms.
All PSAs and content will air and run in time and space that will be donated by the media.
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