The U.S. Ad Council's new national COVID-19 vaccine ad campaign goes for the soft sell

New COVID-19 vaccination ads
(Image credit: Screenshot/YouTube/The Ad Council)

Many people are counting the hours until they can get their COVID-19 vaccination, and a much smaller number will never get the shot, but about 40 percent of Americans say they are on the fence — and that's the group the Ad Council is targeting with its new ad campaign, launching Thursday. The ads will run for months on TV, radio, streaming services, social media, and other platforms. They will evolve with the availability of the vaccine and any new developments.

The ad campaign's tagline is "It's Up to You" — specifically, it's up to you to learn about the vaccines, says Ad Council president and CEO Lisa Sherman. But the ads also suggest it's up to everyone to end this pandemic so we can hug our loved ones again without potentially infecting them with a deadly virus. The Ad Council directs viewers to a new website, GetVaccineAnswers.org, with information about the vaccines and where they can get inoculated.

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Peter Weber, The Week US

Peter has worked as a news and culture writer and editor at The Week since the site's launch in 2008. He covers politics, world affairs, religion and cultural currents. His journalism career began as a copy editor at a financial newswire and has included editorial positions at The New York Times Magazine, Facts on File, and Oregon State University.