The Ad Council and COVID Collaborative Reveal ‘It’s Up To You’ Campaigns to Educate Millions of Americans about COVID-19 Vaccines

Newsroom Ads, Creativity

To reach vaccine hesitant individuals across the country, creative agency Pereira O’Dell worked pro bono to develop the creative platform, “It’s Up To You.”

The Ad Council and COVID Collaborative today revealed the platform for their COVID-19 Vaccine Education Initiative, “It’s Up To You.” Representing one of the largest public education efforts in U.S. history, more than 300 major brands, media companies, community-based organizations, faith leaders, medical experts and other trusted messengers are supporting the campaigns designed to reach distinct audiences. These partners include Adobe, Apple, Bishop T. D. Jakes, Black Information Network, Facebook, FOX Entertainment, Google/YouTube, iHeartMedia, John Leguizamo, NAACP, NBCUniversal, Pandora/SiriusXM/SoundCloud, Sanjay Gupta, Telemundo, UnidosUS, ViacomCBS and more.

Created in close partnership with the Centers for Disease Control and Prevention (CDC), ensuring all “It’s Up To You” messaging is rigorously vetted and backed by science, the campaigns urge audiences to visit GetVaccineAnswers.org (DeTiDepende.org in Spanish) to get the latest information about COVID-19 vaccines, with the ultimate goal of helping the public feel confident and prepared to get vaccinated once a vaccine is available to them.

To reach vaccine hesitant individuals across the country, creative agency Pereira O’Dell worked pro bono to develop the creative platform, “It’s Up To You.” Taking an empathetic approach that reaffirms that it’s understandable to have questions about the vaccines, “It’s Up To You” conveys that one of the best ways to get back to the moments and people we miss is by getting vaccinated against COVID-19. Agency JOY Collective has also worked to adapt the “It’s Up To You” platform with content specifically developed to reach and resonate with the Black communities. The strategic framework underpinning the “It’s Up To You” platform, normalizing hesitancy and answering important questions, was developed by BeenThereDoneThat.

“This is not only the most important campaign of our generation, but it needs to be the largest too,” said PJ Pereira, Creative Chairman, Pereira O’Dell. “It had to be an idea that worked not only for the audience but allowed for brands and publishers to make it theirs, too.”

Creative assets in English and Spanish will appear nationwide across broadcast TV, digital, radio and social media beginning this week. Additional work will also roll out over the coming weeks, including content developed by modern culture marketing agency Alma, which customized the creative platform to produce “De Ti Depende,” a campaign designed to resonate with Hispanic communities in the U.S. Registration is also now open for a special edition of Hispanicize on March 12 featuring Dr. Anthony Fauci, Beto Perez, John Leguizamo, Karen Martinez, Luis Guzman and others.