Pope Francis Joins the Ad Council and COVID Collaborative's "It's Up To You" Campaign to Inspire Confidence in the COVID-19 Vaccines

To continue increasing confidence in the COVID19 vaccines specifically in communities disproportionately affected by the virus the Ad Council and COVID Collaborative today announced a new PSA featuring Pope Francis and six Cardinals and Archbishops from North Central and South America Representing the first ever Ad Council campaign designed for and distributed to a global audience messaging in the video is delivered in English Spanish and Portuguese to reach communities worldwide reminding viewers that COVID19 vaccines are safe effective and save lives The new creative made in cooperation with the Vatican39s Dicastery for Integral Human Development is a part of the Ad Council and COVID Collaborative39s groundbreaking COVID19 Vaccine Education InitiativequotThanks to God39s grace and to the work of many we now have vaccines to protect us from COVID19quot Pope Francis says in the PSA quotGetting the vaccines that are authorized by the respective authorities is an act of love I pray to God that each one of us can make his or her own small gesture of love no matter how small love is always grandquotRecent data shows that the United States has more progress to make with COVID19 vaccinations in the country Currently 72 of the American adult population and 67 of Hispanic adults have been vaccinated against COVID19 with at least one dose Worldwide COVID19 cases are on the rise especially across North Central and South America in countries like Argentina Brazil Colombia El Salvador Honduras Mexico and Peru where rates of individuals fully vaccinated range from only 55 Honduras to 30 El Salvador Though access to vaccines continues to be a challenge confidence in the vaccines also presents a hurdleTo reach this global audience and instill confidence in the vaccines as part of their broader quotIt39s Up To Youquot campaign the Ad Council and COVID Collaborative are proud to partner on this PSA with His Holiness Pope Francis Bishop of Rome Archbishop Josamp233 Horacio Gamp243mez Velasco Los Angeles CA USA Cardinal Carlos Aguiar Retes Mexico City Mexico Cardinal amp211scar Rodramp237guez Maradiaga Tegucigalpa Honduras Cardinal Clamp225udio Hummes Sao Paolo Brasil Cardinal Gregorio Rosa Champ225vez San Salvador El Salvador and Archbishop Hamp233ctor Miguel Cabrejos Vidarte Trujillo Peramp250quotThe role of trusted messengers to educate and inspire their networks is undeniable amp8211 and has been a core element of our COVID19 Vaccine Education Initiative since the beginningquot said Lisa Sherman President and CEO of the Ad Council quotTo the world39s billionplus Catholics the Pope is one of the most trusted messengers and holds unparalleled influence We are extremely grateful to him and the Cardinals and Archbishops for lending their voices and platforms to help people across the globe feel more confident in the vaccinesquotThis project is one of the quotIt39s Up To Youquot campaign39s tentpole collaborations with trusted messengers delivering factbased and lifesaving information to populations hesitant about the COVID19 vaccines helping them to make informed decisions for themselves and their families Other influencers and trusted messengers that have been involved include former Presidents Barack Obama George W Bush Bill Clinton Jimmy Carter and former First Ladies Michelle Obama Laura Bush Hillary Clinton and Rosalynn Carter musicians Foreigner Eric Church Ashley McBryde and Darius Rucker actors Wanda Sykes John Leguizamo Luis Guzman and Loni Love athletes Kareem AbdulJabbar Jaren Jackson Jr Chester Pitts Sean Johnson Preston Wilson Drew McIntyre and RockyNoHands faith leaders Bishop TD Jakes Dr Barbara WilliamsSkinner Rev Dr Walter Kim Fr Manuel Dorantes and Rev Gabriel Salguero medical experts Dr Anthony Fauci Dr Tom Frieden Dr Kizzmekia S Corbett PhD and Dr Cameron Webb and more To date the effort has engaged over 1124 influencers to develop 1638 pieces of content with a cumulative reach of 50 millionGiven the campaign39s commitment to working with a broad range of trusted messengers incorporating faithbased and community leaders has been a critical component given their influence and trust in their communities A National Faith Steering Committee was formed at the onset of the COVID19 Vaccine Education Initiative to inform elements of the overall strategy serve as trusted voices in their communities help develop resources for other faith leaders nationwide and participate in virtual events Fr Manuel Dorantes who serves on the Faith Steering Committee helped identify and implement this opportunity with Pope Francis to extend the Ad Council39s work on a global scalequotFaithbased leaders and institutions play such a significant role in reminding us of our common humanityquot said John Bridgeland CoFounder and CEO of the COVID Collaborative quotWith these powerful words from Pope Francis and the Cardinals and Archbishops from across the globe their message will inspire millions to take action to 39love thy neighbor39 during this pandemicquotDeveloped with production companies LANDIA and Big Star the content is part of the Ad Council and COVID Collaborative39s COVID19 Vaccine Education Initiative quotIt39s Up To Youquot The overarching creative platform was developed by Pereira O39Dell with additional campaign assets created by JOY Collective Alma iHeartMedia Group SJR Values Partnerships and other partners to ensure the American public has the latest and most accurate information about the COVID19 vaccines To date the campaign has received 178M in media support and related publicity across all channels with at least 75 of Americans eligible for the vaccine having seen quotIt39s Up To Youquot ads and driving over 8 million sessions to GetVaccineAnswersorg Of those who visit GetVaccineAnswersorg with concerns nearly 60 left feeling more confident about getting vaccinatedIn addition to the new PSA the Ad Council in partnership with the Eva Longoria Foundation The National Hispanic Leadership Agenda NHLA Unidos US the League of United Latin American Citizens LULAC the Hispanic Federation and the Justice for Migrant Women will be hosting a virtual event with various faith leaders to amplify this effort and drive further education on COVID19 vaccines Faith leaders include Cardinal Peter Turkson Prefect for the Vatican39s Dicastery for Integral Human Development Dr Walter Kim President National Association of Evangelicals Rev Dr Gabriel ampamp Rev Jeanette Salguero National Latino Evangelical Coalition Rabbi Jonah Pesner Executive Director Religious Action Center for Reformed Judaism and Eboo Patel Founder ampamp President Interfaith Youth Corps The event will also feature top medical experts and local community leaders to help address the latest questions around COVID19 and vaccinesAs the exclusive media partners for the event Noticias Telemundo and NBC News NOW will stream the virtual event across their digital platforms on YouTube and Facebook on Wednesday August 25th 5pm EST Noticias Telemundo and NBC Nightly News Saturday anchor Josamp233 Damp237azBalart will host the event hoy Damp237a anchor Nicole Suarez will moderate a medical expert panel renowned actressactivist Eva Longoria will present the historic PSA message delivered by Pope Francis and the Cardinals and Archbishops from North Central and South America Maria Cardona Founder of DSG39s Latinovations and CNNCNN Espanol Commentator will moderate a Community Leaders Panel and Values Partnerships Founder and CEO Joshua Dubois will moderate a Faith Leaders panel Throughout the week of the virtual event there will be popup COVID19 vaccination sites in Florida Alabama Georgia Tennessee and Oregon where there are currently low vaccination rates within the Hispanic communityMajor media partners including Facebook GoogleYouTube Telemundo Universo Upward Christian Dating from Match Group and WarnerMedia among others have committed to providing significant donated media time and space to run and amplify the new PSA assets Per the Ad Council39s model the creative will be distributed in the United States where it will run in donated media The PSA will also be distributed globally to international media with a focus on Spanishspeaking countriesLeading contributors to date include Amazon Bank of America Cisco CVS Health Facebook General Motors GoogleYouTube The Humana Foundation NBCUniversalComcast Reckitt Salesforce Verizon Walgreens and Walmart Significant contributions have also been provided by Adobe America39s Health Insurance Plans AHIP the American Heart Association the American Medical Association BNY Mellon Business Roundtable Caterpillar Foundation Citi Ford Motor Company Honeywell JPMorgan Chase Kaiser Permanente Mastercard the New York Life Foundation Stanley Black ampamp Decker Synchrony Target Unilever Wells Fargo and ViacomCBSFor more information and answers to top questions about the COVID19 vaccines visit GetVaccineAnswersorg and DeTiDependeorgClick 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 MediaVillagecomMyersBizNetamp160

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Pope Francis Joins the Ad Council and COVID Collaborative's "It's Up To You" Campaign to Inspire Confidence in the COVID-19 Vaccines

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