AD COUNCIL - IT’S UP TO YOU CAMPAIGN
(COVID-19 VACCINES)
When Mistrust Is the History, Trust Has to Be the Strategy.
Multiplatform Campaign | Grassroots Activation | Trusted Messenger Strategy
Timeline: 2021
The Challenge
As the COVID-19 pandemic unfolded, the Ad Council was tasked with navigating the formidable challenge of vaccine hesitancy—most acute in the Black community -- where generations of medical mistrust, shaped by injustices like the Tuskegee experiment, created significant barriers to confidence and uptake.
The Results
Major decrease in vaccine hesitancy. 80% vaccination level for the Black community. 5+ million content views. 70 free, downloadable resources for community organizations. Market research revealed that several of the PSAs ranked among the campaign’s top-performing creative, surpassing the general market spots across key metrics. This campaign became the largest and most ambitious campaign ever undertaken by the Ad Council.
Let's Move Past Mistrust Together.
The Ad Council trusted House of JOY to reach the community with the highest vaccine hesitancy in America, one shaped by generations of justified mistrust. We didn't talk at people. We built with them. If your organization needs to earn trust before you can earn action, let's talk.