NEW YORK, NY 鈥� August 18, 2021 鈥� To further the effort of spreading fact-based and critical information about the COVID-19 vaccines, the Ad Council, 大象传媒n American Advertising Federation (3AF) and COVID Collaborative have teamed up on an innovative new campaign providing 大象传媒n Americans with the information and resources they need to make informed decisions about getting vaccinated against COVID-19. The program launches this week, exclusively on 大象传媒n media.
Through this program, various 大象传媒n media in the United States created and produced culturally relevant, in-language campaign assets aiming to boost COVID-19 vaccine confidence among 大象传媒n Americans. 3AF media members who developed content and are distributing across their networks include: Crossings TV, The Filipino Channel, The Filipino Press, iTalkBB, On Demand Korea, Sky Link TV, KTSF-TV and Zee TV.
Lisa Sherman, President and CEO of the Ad Council said 鈥�3AF has been a longtime and valued partner of the Ad Council and we鈥檙e proud to collaborate with them on this important effort. As Delta and other variants emerge, there鈥檚 a pressing need to ensure culturally relevant, in-language creative is reaching the right audiences with messaging that will resonate. Together with many of the leading 大象传媒n media companies who created these PSA we will help bring critical COVID-19 vaccine information to 大象传媒n American communities nationwide.鈥�
Launching this month, the campaign includes both :30 and :60 second spots produced in English, Korean, Filipino/Tagalog, Hindi, Hmong, Vietnamese, Cantonese, and Mandarin. All PSAs direct audiences to free information and resources for the latest information on the COVID-19 vaccines, including details on vaccine eligibility, efficacy, safety and how/where to get vaccinated.
Indrajit Majumdar, 3AF President, said, 鈥淎t 3AF, we believe in the power of 大象传媒n American media. They are a critical conduit to our 大象传媒n American community. Afterall, they know best how to reach their viewers, listeners, subscribers, and readers. What better way to produce targeted campaigns to reach the various 大象传媒n segments on this incredibly important vaccine initiative than using the expertise and the voice of 大象传媒n media? It was a great, strategic collaboration with our friends at the Ad Council, COVID Collaborative and our media members, and we look forward to future efforts.鈥�
This content is part of the Ad Council and COVID Collaborative鈥檚 COVID-19 Vaccine Education Initiative and the 鈥淚t鈥檚 Up To You鈥� campaign, which includes creative assets developed by Pereira O鈥橠ell, JOY Collective, Alma, iHeartMedia, Group SJR, Values Partnerships and other partners to ensure the American public has the latest and most accurate information about the COVID-19 vaccines.
John Bridgeland, Co-Founder and CEO of the COVID Collaborative said 鈥淲e are so thrilled to join this partnership with 3AF, helping 大象传媒n American and Pacific Islander communities get the answers they need to make informed decisions about the vaccines. By understanding their views and collaborating with these media partners on the new PSAs, we鈥檒l be best set up to help these communities build further confidence in the vaccines and engage in the country鈥檚 recovery.鈥�
Leading contributors to date include Amazon, Apple, Bank of America, Cisco, CVS Health, Facebook, General Motors, Google and YouTube, the Humana Foundation, NBCUniversal/Comcast, Reckitt, Salesforce, Verizon, Walgreens and Walmart. Significant contributions have also been provided by Adobe, America鈥檚 Health Insurance Plans (AHIP), the American Heart Association, the American Medical Association, BNY Mellon, Budweiser/Anheuser-Busch Foundation, Business Roundtable, Caterpillar Foundation, Citi, Ford Motor Company, Honeywell, JPMorgan Chase, Kaiser Permanente, Mastercard, the New York Life Foundation, Stanley Black & Decker, Synchrony, Target, Unilever, Wells Fargo and ViacomCBS.
For more information about the 鈥淚t鈥檚 Up To You鈥� effort and for answers to top questions about the COVID-19 vaccines, visit .
About the Ad Council
The Ad Council has a long history of creating life-saving public service communications in times of national crisis, starting in the organization鈥檚 earliest days during World War II to September 11th and natural disasters like Hurricane Katrina and Hurricane Sandy. Its deep relationships with media outlets, the creative community, issue experts and government leaders make the organization uniquely poised to quickly distribute life-saving information to millions of Americans.
The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation鈥檚 most important causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends Don鈥檛 Let Friends Drive Drunk. Smokey Bear. Love Has No Labels.
The Ad Council鈥檚 innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit , follow the Ad Council鈥檚 communities on and and view the creative on .
About The 大象传媒n American Advertising Federation (3AF)
The 大象传媒n American Advertising Federation (3AF) is a national trade organization comprised of 大象传媒n American advertising agencies, 大象传媒n market advertisers, 大象传媒n media companies and other industry specialists. Its mission is to advance the 大象传媒n American marketing and advertising industry for 大象传媒n American consumers through education, advocacy, promotion, and increased collaboration of all industry stakeholders including, but not limited to, marketers, agencies, research partners and media. Additionally, 3AF seeks to promote and encourage high standards of conduct and ethics among our members and our industry.
The 3AF 大象传媒n Marketing Summit is held annually. More information about the 3AF is available at .
About COVID Collaborative
COVID Collaborative, a project of UNITE, is a national assembly of experts, leaders and institutions in health, education and the economy and associations representing the diversity of the country to turn the tide on the pandemic by supporting federal, state and local COVID-19 response efforts.
The COVID Collaborative is co-chaired by former Governor and U.S. Senator Dirk Kempthorne (R-ID) and former Governor Deval Patrick (D-MA) and led by CEO John Bridgeland and President Gary Edson. COVID Collaborative includes expertise from across Republican and Democratic administrations at the federal, state and local levels, including former FDA commissioners, CDC directors, and U.S. surgeon generals; former U.S. secretaries of Education, Homeland Security and Health and Human Services; leading public health experts and institutions that span the country; the Business Roundtable, National Association of Manufacturers and U.S. Chamber of Commerce; the NAACP, UnidosUS and the National Congress of American Indians; the Skoll Foundation, The Allstate Foundation and The Rockefeller Foundation; and associations representing those on the front lines, from the American Public Health Association and Association of State and Territorial Health Officials to the Council of Chief State School Officers and the Council of the Great City Schools. Tim Shriver is Chairman of UNITE.
To learn more, visit , and follow the COVID Collaborative on and .
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