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Water Cooler Creative Marketing

Ad Council latest seeks to educate on importance of Covid-19 vaccination


By Ellen Ormesher, Senior Reporter

February 25, 2021 | 4 min read

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative that should be on your radar. Today, the Ad Council and Covid Collaborative say ‘It’s Up To You’ to US citizens, in the hope of educating and informing the public on the importance of the Covid-19 vaccination.

Covid-19 vaccine

Ad Council’s “largest communications effort yet” says ‘It’s Up to You’ to get vaccinated against Covid-19

Earlier this year, Ad Council research fielded by Ipsos Public Affairs revealed that approximately 40% of the American public had not yet made a firm decision on whether or not to get the Covid-19 vaccine, were it to be made available to them.

The data shows that particularly in communities where the impact of Covid-19 has been disproportionate, such as among Black and Hispanic Americans, those who are undecided are significantly less confident they have enough information to guide their decision due to distrust in the government, and the medical community.

Approximately three-quarters of consumers who are undecided say they want more information to address their concerns about the vaccines, even if vaccines are not yet available to them.

To tackle the void in information and education on the importance of vaccination participation, ‘It’s Up To You’ is one of the largest public education efforts in US history, with more than 300 major brands, media companies, community-based organizations, faith leaders, medical experts and other trusted messengers supporting the campaign, and is designed to reach distinct audiences.

Partners include Adobe, Apple, Bishop T. D. Jakes, Black Information Network, Facebook, FOX Entertainment, Google/YouTube, iHeartMedia, John Leguizamo, NAACP, NBCUniversal, Pandora/SiriusXM/SoundCloud, Sanjay Gupta, Telemundo, UnidosUS, ViacomCBS and more.

Created in close partnership with the Centers for Disease Control and Prevention (CDC), ensuring all ‘It’s Up To You; messaging is rigorously vetted and backed by science, the campaigns urge audiences to visit ( in Spanish) to get the latest information about Covid-19 vaccines, with the ultimate goal of helping the public feel confident and prepared to get vaccinated once a vaccine is available to them.

Agency Joy Collective has also worked to adapt the platform with content specifically developed to reach and resonate with the Black communities.

“With the ‘It’s Up To You’ platform, we’re listening to America’s top questions, understanding their concerns, and working to educate and empower people across the country – particularly communities of color who have been disproportionately impacted by the pandemic – so they can make an informed choice about vaccination for themselves and for their families,” said Lisa Sherman, president and chief executive officer of the Ad Council.

“Our extraordinary partners across the communications industry are uniquely positioned to amplify these critical messages at scale. Through this truly unprecedented effort, we can get back to the moments we all miss and save lives.”

To reach vaccine-hesitant individuals across the country, creative agency Pereira O’Dell worked pro bono to develop the creative platform, ‘It’s Up To You.‘ By taking an empathetic approach that reaffirms that it’s understandable to have questions about the vaccines, ‘It’s Up To You‘ also seeks to convey that one of the best ways to get back to the moments and people we miss is by getting vaccinated.

Described as its “largest communications effort yet” the Ad Council has been working with a number of brands over the last year, including Facebook, General Motors and Walmart, to launch a Covid-19 vaccine education initiative, alongside healthcare bodies such as the American Medical Association and the American Heart Association, with the drive raising over $37m thus far.

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