Vaccine Education Toolkit

Public Education Campaigns and Messaging

Get radio and TV spots, B-roll, messaging and additional tools to educate audiences.

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

Ad Council "It's Up to You"

The Ad Council's "It’s Up to You" campaign encourages audiences to get the latest vaccine information—knowing that personal education is the first step in building vaccine confidence.

Learn More About The Ad Council Campaign

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The Conversation Between Us, About Us

Black doctors, nurses and researchers dispel misinformation and provide Facts about COVID-19 vaccines in a campaign from Greater Than COVID and the Black Coalition Against COVID.

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PSAs from the Former Presidents and First Ladies of the United States

The Ad Council and COVID Collaborative announced new PSAs as part of their COVID-19 Vaccine Education Initiative’s “It’s Up To You” campaign featuring former Presidents Barack Obama, George W. Bush, Bill Clinton, Jimmy Carter and former First Ladies Michelle Obama, Laura Bush, Hillary Clinton and Rosalynn Carter.

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Suggested Messaging from the U.S. Department of Health and Human Services

The U.S. Department of Health and Human Services has provided talking points to help increase vaccine confidence while reinforcing basic prevention measures.

View Talking Points

B-Roll Footage

Courtesy of the National Association of Chain Drug Stores (NACDS), licensed for use in the U.S. only.

Download B-Roll Footage


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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