‘It’s Up to You’: Ad campaign to encourage coronavirus vaccination gets underway

For tens of millions of Americans still unsure about taking coronavirus vaccine shots, advertising industry experts and government scientists have a new message: “It’s Up to You.” That message and accompanying ad campaign — shaped by months of consumer research and backed by more than $50 million in donated funds — is to be unveiled Thursday across TV and digital video, social media and audio platforms like Pandora and Spotify. It also will include messaging tailored toward Black and Hispanic communities, where studies have found a lack of trust about the coronavirus vaccines and their long-term effects. The ads and related events will feature celebrities, scientists and members of the faith community.