Ad Council: It's up to you campaign

Ad Council, a non-profit organisation, began the 'It's Up To You' campaign to encourage people to get the COVID-19 vaccine in the US.

Campaign details

Brand: Ad CouncilAgency: Pereira & O'DellCountry: United States

Why is this work relevant for Creative Strategy?

Getting America vaccinated is a numbers game. You need 70-80% of the population inoculated for it to work. And here's the situation we faced in December 2020:

  • 30% were going to take it no matter what
  • 20% were NOT going to take it regardless of what we said
  • 20% were likely going to take it once others started to get theirs
  • 30% were leaning towards a no, but still listening

This last 30% is the only one...

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