The Ad Council and COVID Collaborative today announced the launch of their COVID-19 Vaccine Education Initiative, “It’s Up To You.” Representing one of the largest public education efforts in U.S. history, Bank of America joins more than 300 companies, organizations and individuals in supporting the campaign, including Angela Bassett, Bishop T. D. Jakes, Black Information Network (BIN), Facebook/Instagram, Google/YouTube, iHeartMedia, NBCUniversal, Sanjay Gupta, and Telemundo.
The initiative urges the public to visit GetVaccineAnswers.org (DeTiDepende.org in Spanish) for the latest information about the coronavirus vaccine, with the ultimate goal of helping people feel more confident and prepared for their vaccination once it is available to them.
Read more about the “It’s Up to You” campaign.
In partnership with the Ad Council, also announcing their promotion of “It’s Up To You” today, is the Black Information Network (BIN) – the first and only 24/7 national and local all news audio service dedicated to providing an objective, accurate and trusted source of continual news coverage with a Black voice and perspective.
Bank of America has partnered with other founding partners of BIN to donate over 1,300 hours of continuous media to spark a deeper conversation around the coronavirus vaccine and to address specific concerns within the Black community. BIN will feature a series of interviews with thought leaders and trusted community voices to help educate people about the vaccine. All advertising on BIN during the “It’s Up to You” campaign will be donated by the Founding Partner brands to support The Ad Council campaign.
“As a Founding Partner of BIN and a member of the Ad Council Coalition, we recognize the opportunity to help address critical communication efforts around the importance of this vaccine,” said Meredith Verdone, Chief Marketing Officer of Bank of America. “‘It’s Up to You’ will accelerate the impact of the Ad Council’s campaign within communities that continue to be disproportionally impacted by the coronavirus.”
In parallel, iHeartMedia will launch a series of more than 20 English and Spanish audio public service announcements across its 860 broadcast radio stations nationwide to support the “It’s Up To You” campaign’s efforts to reach as many diverse people as possible.
Read the BIN press release.
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Vanessa Cook, Bank of America