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As the highly infectious Delta variant continues to sweep the nation – and children, teens and young adults are back to in-person learning and events as Covid cases surge – … read moreapproximately one in four of all eligible Americans still have yet to get vaccinated against Covid-19. To help build further confidence among two critical populations, the Ad Council and Covid Collaborative today announced new PSAs speaking to young adults and to parents. With significant support from leading media platforms, influencers and the American Academy of Paediatrics (AAP), the dedicated efforts address the many questions young adults and parents continue to have about the vaccines, both for themselves and their families. According to new research from the Ad Council, nearly one in five young adults age 18-24 remain undecided about getting vaccinated as well as one in five parents of kids 12-17 who are unsure about vaccinating their children against Covid-19. This is in comparison to about one in 10 of the total adult population that is hesitant. The data also unveils unique barriers and trusted voices for both audiences. Young adults largely are seeking clarity about any perceived unknown long-term side effects and are motivated to get vaccinated by family and friends. Mostly seeking advice that the benefits of Covid-19 vaccination significantly decrease the risks of infection, parents find that paediatricians and other health care providers are the most trusted sources of information about Covid-19 vaccines. To reach these key audiences, the Ad Council teamed up with creative agency Deutsch LA on a new campaign to inspire undecided young Americans ages 18-24 to protect themselves and their loved ones by educating themselves about Covid-19 and the vaccines. Additionally, creative agency Saatchi & Saatchi and AAP partnered with the Ad Council and Covid Collaborative to develop a series of PSAs geared toward parents of kids 12-17 years old that empowers them to make informed decisions about the vaccines for themselves and their families. Alan Cumming, John Lutz, Kellie Martin, Dr. Joe Park, Alyssa Milano, Alex Shibutani, Kerry Butler, Tracie Thoms, Isabella Gomez, Gary Whitta and June Diane Raphael have also lent their support to the effort, using their channels to further educate their fans about the vaccines. Developed by creative agency Deutsch LA, the PSA speaking to young adults brings together pairs of people who know and deeply care about one another – one vaccinated and one vaccine-hesitant – and captures their poignant interaction as they discuss their various, differing, viewpoints. Each conversation is unique, reframing difficult conversations from a shame-free place of love and empathy. The film's closing message, "Let's make an informed decision. Together." underscores the notion of people coming together to hear each other out with mutual respect. Viewers are guided to GetVaccineAnswers.org for additional information and a conversation guide to aid in having their own discussions with loved ones about the vaccines.
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