MESSAGING RECOMMENDATIONS regarding COVID-19 vaccinesURL: https://adc-covid-toolkit-production.s3.amazonaws.com/storage/TOOLKIT_Messaging-1.pdf?mtime=20210217153350&focal=noneAttachment: TOOLKIT_Messaging-1.pdfSource: Ad Council and COVID Collaborative
The Ad Council and COVID Collaborative are leading a massive communications effort to educate the American public and build confidence around the COVID-19 vaccines. Guided by the leading minds in science and medicine and fueled by the best talent in the private sector, the COVID-19 Vaccine Education Initiative is designed to reach different audiences, including communities of color who have been disproportionately affected by COVID-19. The following insights are based on extensive qualitative and quantitative research we conducted in December 2020 to ensure our messages are research-based and resonate with audiences. Specifically, we tested potential messaging with a variety of Americans nationwide, including white Americans, Black Americans and Hispanics.