Agency: dentsu health
Client: dentsu / Market: United States

Vaccinations have dramatically changed the prevalence of diseases throughout the globe such as smallpox, measles and polio. However, approximately a quarter of Americans are reluctant to get vaccinated against COVID-19. To raise awareness of the benefits of vaccinations, dentsu health worked with the Ad Council and the COVID Collaborative on a major information campaign across the United States of America.

Research by the Ad Council in February 2021 revealed that nearly 40% of Americans had not yet made a firm decision to get vaccinated. The data also showed the need to end confusion and bring fresh knowledge to communities of colour, who had been disproportionately affected by COVID-19, had little trust in the government and medical community, and were therefore highly hesitant towards vaccines.

We joined forces with more than 300 major brands, media companies, community-based organisations, faith leaders and medical experts to reach Black and Hispanic communities that have been most affected by the pandemic. Our goal was to help shift this public opinion and encourage a 70% take- up in vaccines.

Kathy Kayse, Chief Media Strategy and Partnerships Officer at the Ad Council, said: “Dentsu health activated the power of their network and came to the table with a robust segmentation approach, helping us to educate millions of Americans about the COVID-19 vaccines. We were honoured to be one of their earliest clients and are excited to see what is next for dentsu health.”