The COVID-19 vaccination effort has three massive challenges. First, the scientific challenge — creating the vaccine. Done. Next, the logistical challenge of getting the vaccine in the arms of all Americans. That’s happening, and accelerating quickly. Finally, there is the communication challenge of combating vaccine hesitancy.
In December of 2020, 50% of the country wasn’t sure if they would take the vaccine. So Pereira O’Dell worked with the AdCouncil to create a campaign that addressed hesitancy in a respectful and empathetic way, and one that could be open source, so that the entire marketing world could join in.
And they have. Currently, more than 300 publishers, tech platforms, agencies and brands are participating in the project.
We created “It’s Up To You” as an idea architected for scale. To be used by many and to go everywhere. From grassroots activations at churches to informative notes on streaming tv; from "Know More" buttons on search engines to emotional stories told on tv. We even had four former Presidents of the United States and their First Ladies join the effort.
Not because of our idea, of course... but because of how important this campaign is. We are very humbled to be part of this historical moment, when the advertising industry and the marketing ecosystem is being called to battle the greatest threat of our generation.