NEW YORK, October 19, 2021 / PRNewswire / – In September 2021, COVID-19 incidence rates in rural America were about 54% higher than elsewhere in the country according to the Rural Policy Research Institute. As this disparity and vaccine hesitation rates continue, the Ad Council and COVID Collaborative have partnered with trusted rural voices such as the American Farm Bureau Federation, the Cooperative Extension System and others to release new PSAs today that introduce and speak to rural Americans across the country. . The public service announcements feature the first-hand impact of the COVID-19 pandemic and vaccines for seven individuals and families, encouraging Americans who may still question vaccines to seek the latest accurate immunization information.
“With the pandemic’s disproportionate impact on rural areas of the country, it is critically important that Americans in rural communities hear these powerful stories from each other, from their neighbors,” said Lisa Sherman, President and CEO of the Advertising Council. “We are grateful to these individuals and their families for sharing their powerful and poignant stories. Our goal is to make their voices heard, to meet rural Americans where they are, and to let these experiences inspire millions of people. others to feel confident in vaccines. “
The search for the Rural Policy Research Institute showed that rural counties had higher rates of COVID-19 than their urban counterparts in 39 states as of September. However, large groups among the rural population who remain undecided about vaccination continue to be concerned about the long-term side effects of vaccines (73.7%) and doubts about the effectiveness of vaccination (69, 6%) due to new cases of breakthrough, according to a recent study. Search the Advertising Council. Recent CDC data reveals that 35% of rural Americans are unvaccinated, which is a 10% lower vaccination rate than their urban and suburban counterparts.
âI have spoken openly about getting COVID last year and getting vaccinated – not wanting to encounter this virus again. I appreciate the many other farmers, ranchers and rural neighbors who also share their trips, including those of these new PSAs, “said Zippy Duvall, president of the American Farm Bureau Federation. âFarmers and ranchers are stronger together, and this is particularly true in the fight against the pandemic. You can’t go wrong seeking information about your COVID-19 vaccination options from a trusted source, like your doctor, and we’re proud to be a part of empowering Americans to make that choice. “
PSAs highlight the experiences of a wide variety of people, including family pharmacists in Texas, football coach at North Carolinanewlyweds in Mississippi, family farmers in Kansas and Georgia, a longtime cowboy in Texas and a self-proclaimed “sports mom” in Georgia. The breadth of identities portrayed in PSAs, and found across rural America, contributes to the relevant and compelling nature of each story. Whether motivated by family, faith, communities, or other perspectives, participants open up about the various factors that went into their decisions to learn about COVID-19 vaccines, and ultimately to get vaccinated themselves.
As the pandemic continues to have a disproportionate impact in rural areas, our immunization education campaign will redouble its efforts to reach the tens of millions of Americans in these communities who are still wondering whether to or no get vaccinated against COVID-19, “said John bridgeland, co-founder and CEO of COVID Collaborative. “A nationwide response must reach all regions of the country and we look forward to helping engage more Americans to get their vaccine questions answered.”
In collaboration with the American Farm Bureau Federation, the National Association of Farm Broadcasting, the National Association of Community Health Centers and the Cooperative Extension System, PSAs will be distributed nationwide with a particular focus on areas rural South and Midwest.
The complete series of seven stories can be viewed here on Youtube.
“We are grateful to partner with the Ad Council to ensure that rural residents have the right tools and the right information to make an informed decision about COVID-19 vaccines,” said Ron Yee, MD, Chief Medical Officer of the National Association of Community Health Centers.
Major industry media partners and trade associations including Facebook, FOX, Google / YouTube, National Association of Broadcasters, Outdoor Advertising Association of America, Radio Advertising Bureau, Television Bureau of Advertising, among others, are committed to providing important media time and space. and amplify the new strengths of PSA. What If Media Group will also continue to provide support by emailing vaccine messages to unvaccinated people living in rural communities. According to the Ad Council model, television and digital creation will be distributed in United States where it will work in the given media.
Deborah Riley Draper, founder of Coffee Bluff Pictures and a Georgia local itself, led the public service announcements. Most recently, she worked with the Advertising Council on the Tuskegee Legacy Series in partnership with the descendants of the men involved in the United States Public Health Department’s Syphilis Study in Tuskegee. Draper is an award-winning and critically acclaimed filmmaker, author, motivational speaker, and advertising agency veteran. She was named to Variety magazine’s “10 Best Documentaries to Watch in 2016” list, and is a member of Film Fatales and alum and mentor of the Facebook SEEN program.
The new content is part of the Ad Council and COVID Collaborative’s COVID-19 vaccine education initiative, “It’s up to you.” The Global Creative Platform was developed by Pereira O’Dell, with additional campaign assets created by JOY Collective, Alma, Saatchi & Saatchi, Deutsch LA, Group SJR and other partners to ensure the American public has the most recent and accurate information on COVID-19 vaccines . To date, the campaign has received $ 200 million in media support and related advertising across all channels, with at least 75% of Americans eligible for the vaccine having seen “It’s up to you” ads and having conducted over 9 million sessions on GetVaccineAnswers.org . Of those who visit GetVaccineAnswers.org with concerns, almost 60% left more confident about the possibility of getting vaccinated.
Major contributors to date include Amazon, Apple, Bank of America, Cisco, Comcast NBCUniversal, CVS Health, Facebook, General Motors, Google and YouTube, The Humana Foundation, Reckitt, Salesforce, Verizon, Walgreens and Walmart. Significant contributions were also provided by Adobe, America’s Health Insurance Plans (AHIP), American Heart Association, 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.
The Advertising Council
The Ad Council has a long history of creating public service communications that save lives in times of national crisis, from the organization’s earliest days during World War II until September 11th and natural disasters like Hurricane Katrina and Hurricane Sandy. Its close relationships with the media, the creative community, subject matter experts, and government leaders make the organization uniquely positioned to quickly get vital information to millions of Americans.
The Ad Council is the place where creativity and causes converge. The nonprofit brings together the most creative minds in advertising, media, technology and marketing to tackle many of the country’s most important causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends don’t let their friends drive drunk. Smoky bear. Love has no labels.
The Ad Council is a non-partisan, non-faith organization, engaging a wide range of communities, including the faith community, to positively impact society. The organization’s innovative social welfare campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.org, follow the communities of the Advertising Council on Facebook and Twitter and display the creation on Youtube.
COVID Collaborative is a national assembly of experts, leaders and institutions in health, education and economics and associations representing the diversity of the country to turn the tide of the pandemic by supporting response efforts federal, state and local to COVID-19.
The COVID Collaborative is co-chaired by the former U.S. governor and senator Dirk Kempthorne (R-ID) and former governor Patrick Deval (D-MA) and led by the co-founder and CEO John bridgeland and president Gary Edson. COVID Collaborative includes the expertise of all Republican and Democratic administrations at the federal, state, and local levels, including former FDA commissioners, CDC directors, and US general surgeons; former US Secretaries of Education, Homeland Security, and Health and Human Services; leading experts and public health institutions spanning the country; the Business Roundtable, the National Manufacturers Association and the US Chamber of Commerce; the NAACP, UnidosUS and the National Congress of American Indians; the Skoll Foundation, the Allstate Foundation and the Rockefeller Foundation; and associations representing those on the front lines, from the American Public Health Association and the Association of State and Territorial Health Officials to the Council of Chief State School Officers and the Council of the Great City Schools.
SOURCE The Advertising Council