Content Toolkit Available to Support Vaccine-Hesitancy Communications

The Ad Council and national COVID Collaborative launched their COVID-19 Vaccine Education Initiative, “It’s Up To You” with multiple creative assets for hospitals and community groups to leverage on their own channels. 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.

Created in partnership with the Centers for Disease Control and Prevention, “It’s Up To You” messaging urges audiences to visit ( 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.

Open source toolkits are hosted here. The Ad Council toolkits include downloadable messaging guidance and shareable content, including content specifically tailored for the Black community, the Hispanic community and the faith community. Read more here on the plans for the national ad campaign.

The Ad Council previously released content to urge health care workers to get vaccinated. Those materials are available here.