Unveiled on February 23, 2021, ‘It’s Up to You.’ is a public service ad campaign that aims to convince Americans to get vaccinated against COVID-19 and focused on those who may be hesitant to get the shots.
The COVID-19 Vaccine Education Initiative itself is led by the Ad Council and the COVID Collaborative with the involvement of the Centers for Disease Control and Prevention (CDC) to educate the American public and build confidence around the COVID-19 vaccines.
According to Ad Council, the vaccine education campaign’s goal is to move those who may be hesitant to get the shots from being hesitant to being confident.
According to a recent poll from The Associated Press-NORC Center for Public Affairs Research, as many as 1 in 3 Americans say they definitely or probably won’t get the COVID-19 vaccine. Some scientists estimate that more than 2 in 3 Americans will need to get vaccinated to stop the epidemic that has killed more than 500,000 people in the U.S.
The vaccine education campaign is planned to run throughout the year. An array of English and Spanish ads for TV, billboards, bus shelters, social media and publications is produced for the national campaign and will be rolled out over the next few months.
A few of the ads are expected to feature celebrities like the actors Angela Bassett and John Leguizamo, CNN’s Dr. Sanjay Gupta, and the government’s top infectious disease expert, Dr. Anthony Fauci. The effort includes materials specifically for church leaders, doctors, pharmacists and others in Black and Hispanic communities.
As part of the campaign, a dedicated website GetVaccineAnswers.org also has been prepared for viewers who want to get more information. Creative assets and toolkit also has been prepared for anyone who want to join the ‘It’s Up to You’ vaccine education campaign.
Funded by USD 52 million in donations – supplemented with donated labor and resources, the advertising industry-backed group calls it one of the largest public education efforts in U.S. history.