New research from the Ad Council shows that one in five young adults are unsure about getting a Covid-19 vaccine and the same percentage of parents of kids ages 12-17 haven’t yet decided if they want to vaccinate their kids against the disease. A new campaign running as part of the Ad Council and Covid Collaborative’s “It’s Up to You” vaccine education initiative is targeting those groups with PSAs to encourage them to protect themselves and their families.
“Through honest conversation, a light touch of humor and scientific facts, this new creative will help inspire millions across the country to feel more confident in the vaccines during a pivotal point in the pandemic,” Ad Council President and CEO Lisa Sherman said in a statement.
Creative agency Deutsch LA developed the “Do It for Me” spot directed at young adults, which shows vaccinated people having conversations with their vaccine-hesitant friends and family.
“You’re a grown-ass man. You’re not afraid of needles,” one participant says with exasperation.
The chats become more emotional, with several people brought to tears. “Can you imagine being a person that goes to somebody’s house and gives them a virus that kills them?” another asks. The film ends with a call to visit getvaccineanswers.org, a website from the Ad Council and Covid Collaborative that provides answers to common questions about the vaccine, and closes with the message, “Let’s make an informed decision. Together.”
Bringing the message to everyone
To further expand the initiative, Saatchi & Saatchi produced a pair of spots geared specifically towards parents. In the two short PSAs, kids are seen having fun. The videos then pause and a loading screen bar appears, with a message reminding viewers that these moments can only truly resume when kids are protected against Covid-19 and dangerous new variants.
The spots were developed in collaboration with the American Academy of Pediatrics. They are supported with digital, OOH and social artwork created through the Adobe Creative Residency Community Fund.
Celebrities including Tony-winning actor Alan Cumming and Olympic ice dancer Alex Shibutani are supporting the effort on their own channels. The PSAs will also be amplified through donated TV, OOH and digital ads provided by media partners including Amazon, Facebook and WarnerMedia.
