Summary List Placement
With the COVID-19 vaccine rollout underway, pharma giants, non-profits, government agencies and big corporations are racing to persuade Americans to get immunized.
Pfizer, whose Pfizer-BioNTech vaccine began being administered on December 14, rolled out its first ad campaign for consumers on Tuesday. The four PSAs were developed with healthcare groups including the American Nurses Association and the American Pharmacists Association and will run on donated media on local TV channels in 200 markets as well as digital, social, and out-of-home channels.
The campaign comes on the heels of Moderna’s own consumer-aimed campaign in December that highlighted its scientific expertise.
Pfizer’s, developed by New York-based creative ad agency Mischief and communications agency Dini von Mueffling Communications, takes an emotional route, showing intimate moments that people can return to after getting the vaccine.
Read more: Dr. Fauci said up to 90% of population needs to get vaccinated for herd immunity against virus
One shows two friends in a long embrace after one surprises the other, while another shows a healthcare worker interacting with his toddler from a window.
“Research revealed that people are more likely to consider vaccination when reminded of the personal reasons to do so, combined with factual information from trusted sources,” Sharon Castillo, Pfizer’s senior director of media relations in Latin America & the US, told Insider. “[We] hope to inspire the public to get vaccinated by portraying real people, real emotions, and the real moments we are all eager to enjoy again.”
Meanwhile, the Ad Council said Tuesday it raised $37 million toward a $50 million private-sector backed vaccine confidence effort from donors including Bank of America, Google, YouTube, Facebook, JP Morgan Chase, NBCUniversal/Comcast, Verizon, Walgreens, and Walmart.
The advertising non-profit roped in ad agencies including Pereira O’Dell and Omnicom’s Alma DDB and Dentsu Health for the effort. Companies such as Facebook, NBCUniversal, and Verizon are donating media for the campaign, Lisa Sherman, the president of the Ad Council told Insider.
“Despite the fact that people have begun getting vaccinated, the level of hesitancy and the lack of credible information that we’re seeing is still high,” Sherman said. “That just underscores the need for this effort, especially as we know that January could be the deadliest month since the start of the pandemic.”
The group has already produced COVID-related campaigns including informational videos in December featuring Dr. Anthony Fauci and other experts addressing healthcare professionals’ questions about vaccination. The new funding will be its largest public education campaign to date, a critical part of which is joining with public health, civil rights, faith-based and community organizations, Sherman said.
Hospitals and physician primary care groups are also involved. Bryan Cush, president and co-founder at healthcare marketing agency Tidal Health Group said that his firm had been inundated with client requests to do vaccine education efforts.
The various efforts all promote public education and mass adoption of vaccination in the face of longstanding distrust of Big Pharma and skepticism about vaccines — particularly among communities of color, where there’s a long history of medical exploitation.
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Source:: Business Insider