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  • How to Sell the Coronavirus Vaccines to a Divided, Uneasy America

    David Montgomery

    April 26, 2021 |

    The Washington Post |

    Text |

    Over 3000 Words

    Response Location: United States

    To help address Covid vaccine hesitancy, the non-profit marketing firm Ad Council and its partners developed a multi-dimensional public service campaign. Relying on a balance between appealing to personal responsibility and to the desire to return to normalcy, they focused the messaging and their efforts on encouraging people to do their research and ask the questions that were stopping them from being vaccinated. Preliminary data indicate that the campaign has reached hundreds of thousands of people and encouraged conversations that have impacted the public attitude towards the vaccines.

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