Ad Council, Asian American Advertising Federation and COVID Collaborative team up on vaccine education campaign

August 26, 2021 (New York, New York) – To further the effort of spreading fact-based and critical information about the COVID-19 vaccines, the Ad Council, Asian American Advertising Federation (3AF) and COVID Collaborative have teamed up on an innovative new campaign providing Asian Americans with the information and resources they need to make informed decisions about getting vaccinated against COVID-19. The program launched this month, exclusively on Asian media.

Through this program, various Asian media in the United States created and produced culturally relevant, in-language campaign assets aiming to boost COVID-19 vaccine confidence among Asian Americans.

Lisa Sherman, President and CEO of the Ad Council said “3AF has been a longtime and valued partner of the Ad Council and we’re proud to collaborate with them on this important effort. As Delta and other variants emerge, there’s 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 Asian media companies who created these PSA we will help bring critical COVID-19 vaccine information to Asian American communities nationwide.”

Launching this month, the campaign includes both :30 and :60 second spots produced in English, Korean, Filipino/Tagalog, Hindi, 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, “At 3AF, we believe in the power of Asian American media. They are a critical conduit to our Asian American community. After all, they know best how to reach their viewers, listeners, subscribers, and readers. What better way to produce targeted campaigns to reach the various Asian segments on this incredibly important vaccine initiative than using the expertise and the voice of Asian 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.”

This content is part of the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative and the “It’s Up To You” campaign, which includes creative assets developed by Pereira O’Dell, 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 “We are so thrilled to join this partnership with 3AF, helping Asian 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’ll be best set up to help these communities build further confidence in the vaccines and engage in the country’s recovery.”

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’s 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 “It’s Up To You” effort and for answers to top questions about the COVID-19 vaccines, visit GetVaccineAnswers.org.

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