Sesame Street's Elmo and His Dad Louie Star in New PSA Informing Parents of Young Children about COVID-19 Vaccines

Nearly 57 million child cases of COVID19 have been reported nationally in 2022 alone making vaccination an important step to protecting both kids and their families against the highly contagious virus and its variants According to AAP just 29 of children ages 511 and 59 of adolescents ages 1217 in the US were fully vaccinated at the beginning of June New Ad Council research found that 52 of parents have not firmly made up their mind either way about getting their child under 5 vaccinated The research also revealed that over 50 of parents believe their children under five years old were most at risk of a COVID19 infection in public settings namely outofhome childcare and out in public With summer activities starting up and the new school season approaching the vaccines will help to protect children in these public settings parents indicate make them most vulnerableKids under five will be considered fully vaccinated against COVID19 with two doses of the Moderna vaccine a quarter of the dose for adults four weeks apart or three doses of the Pfizer BioNTech vaccine a tenth of the dose for adults with the first two doses given three weeks apart and a third dose administered at least eight weeks after the second doseFeaturing Elmo the new spot shows the 3 amp189 yearold Muppet just after receiving his COVID19 vaccine alongside his dad Louie who shares that he had a lot of questions about the vaccines and spoke with a pediatrician Louie reminds parents that it39s okay to have questions and encourages viewers to talk to a pediatrician or healthcare provider for the latest facts about the vaccines which are proven to reduce the chances of serious illness and hospitalization from COVID19 Viewers are then encouraged to talk with their pediatrician and visit GetVaccineAnswersorg for the latest information on the COVID19 vaccines View the full PSA above or herequotWe know there is tremendous relief that comes with the authorization of these vaccines for kids under 5 but many questions too It39s important that parents feel informed and confident about what the COVID19 vaccines mean for their families and we are proud to work with our partners medical experts and of course Elmo to spread that messagequot said Lisa Sherman President and CEO of the Ad Council quotOur work with Sesame Workshop has been invaluable in helping us to connect parents and caregivers with the accurate information they need when deciding to vaccinate their children against COVID19 an important decision many need to make in advance of the upcoming school seasonquotIn addition to the new spot which is available in both English and Spanish Sesame Workshop is releasing additional bilingual resources for parents caregivers and providers to answer common questions in ageappropriate ways and provide strategies to help children prepare for vaccinations The new PSA and resources which are part of Sesame Workshop39s Caring for Each Other COVID19 response initiative are located at SesameStreetinCommunitiesorgvaccines The resources are designed for community providers and partners to share with families as part of their servicesquotMany parents understandably have questions about the COVID19 vaccines for young children and we want to encourage them to ask questions and seek out information With help from Elmo and his dad Louie we want to model real conversations encourage parents39 questions and help children know what to expectquot said Dr Jeanette Betancourt Senior Vice President of US Social Impact at Sesame Workshop quotWe39re proud to continue our efforts with the Ad Council COVID Collaborative CDC and AAP to help families get connected to information and keep their children neighbors and communities safe and healthyquotThe new PSA is a continuation of the collaboration between Sesame Workshop COVID Collaborative the Ad Council CDC and AAP In December 6yearold Big Bird and his Granny Bird were featured in a video for parents and caregivers of children ages 5 to 12 years Elmo and Louie have also starred in other PSAs for the quotIt39s Up To Youquot COVID19 Vaccine Education Initiative including quotFeeling Hopeful with Elmo and Louiequot and quotHealthy Family With Elmo and Louiequot And multiple Sesame Street friends were featured in the quotI39ll Be Seeing Youquot PSA which features a take on Billie Holiday39s quotI39ll Be Seeing Youquot sung by the Letter UquotParents have been waiting a long time to vaccinate their youngest children and protect them from serious illness and hospitalizationquot said AAP President Moira Szilagyi MD PhD FAAP quotThe months and even years of worry have been especially hard on these families as they adjusted their activities through the pandemic to keep their children safe COVID vaccination for this age group is one more tool parents now have in their toolbox to help their children thrivequotIn addition to the Sesame Workshop PSAs the Ad Council and COVID Collaborative39s COVID19 Vaccine Education Initiative quotIt39s Up To Youquot also released new PSAs in March featuring doctors and medical experts including one geared towards answering parents39 questions about the COVID19 vaccines and their safety for kids View the spot above or hereThe overarching creative platform for the COVID19 Vaccine Education Initiative quotIt39s Up To Youquot was developed by Pereira O39Dell with additional campaign assets created by JOY Collective Alma Saatchi ampamp Saatchi Deutsch LA Group SJR Coffee Bluff Pictures and other partners to ensure the American public has the latest and most accurate information about the COVID19 vaccines Since launching a year ago the campaign has received 3278M 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 124 million sessions to GetVaccineAnswersorg Of those who visit GetVaccineAnswersorg with concerns nearly 51 left feeling more confident about getting vaccinatedLeading contributors to the vaccine education campaign include Amazon Apple Bank of America Cisco Comcast NBCUniversal CVS Health Facebook General Motors Google and YouTube The Humana Foundation 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 BudweiserAnheuserBusch Foundation 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 questions about the COVID19 vaccines visit GetVaccineAnswersorg DeTiDependeorg or vaccinesgovClick 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 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Sesame Street's Elmo and His Dad Louie Star in New PSA Informing Parents of Young Children about COVID-19 Vaccines

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