Vaccine Education Toolkit
This online toolkit provides research, sample messaging and suggested tactics to help local journalists craft vaccine education messages that will best resonate with their audiences. It is provided as an educational resource by the National Association of Broadcasters (NAB), the Reynolds Journalism Institute (RJI) and the National Association of Chain Drug Stores (NACDS).

We recommend you also refer to information provided by the Centers for Disease Control and Prevention (CDC) and the U.S. Department of Health and Human Services (HHS).

Addressing Vaccine Hesitant Communities

In partnership with the Administration and the Ad Council, we are providing a list of communities with large vaccine hesitant populations where additional education and outreach is needed. We urge broadcast stations to check the list below and consider increasing educational programming regarding COVID-19 vaccines if your community is impacted. Research suggests bringing in trusted medical voices from the community to answer viewer and listener questions is most impactful.

See the List of Vaccine Hesitant Communities Request a Local or National Expert Frequently Asked Questions Key Talking Points

NAB is a Proud Member of the COVID Collaborative


These materials have been developed for educational purposes only, not as a substitute for professional medical or legal advice. Should you have questions or concerns about any topic described here, please consult your medical or legal professional.

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