Want to get your COVID-related messaging out as effectively as possible? Here’s a toolkit from the Ad Council and COVID Collaborative that features downloadable graphics, plus messaging recommendations, do’s and don’ts, and tips about language and tone.
The non-profit Ad Council brings together creative minds in advertising, media, technology and marketing to address social causes, and was the driving force behind ad campaigns including Friends Don’t Let Friends Drive Drunk, Smokey Bear, and Love Has No Labels.
The toolkit includes:
- Messaging Recommendations. Strategic guidelines, messaging elements that resonate (and don’t), language considerations, and trusted messengers.
- Messaging That Resonates. Strategies to build confidence and trust, remind people why the COVID vaccine is important, and help them see it as a critical step in protecting themselves and their families. This also provides specific recommendations for communicating with Black and Latino audiences.
- Core Insights. Insights from research by the Ad Council and others about the key concerns behind low vaccine confidence — safety, side effects, lack of information, and the speed of the clinical trials. This includes specific research on Black Americans and Latinos, as well as trusted messengers.
- Downloadable Videos and Graphics. Videos, vaccine FAQs, suggested talking points, and customizable social media copy.