Vaccine Education Toolkit

On-Air Vaccination Ideas and Resources

Live, on-air vaccinations of local on-air talent, trusted community leaders and influencers can have a big impact for audiences with vaccine hesitancy. Many local stations are already featuring vaccine education stories that are building confidence in the vaccine, and here are additional ideas to consider for an on-air vaccination segment to further raise awareness and increase vaccine confidence in your community:

  • Consider a wide array of voices for participation – anchors, meteorologists, traffic correspondents, sportscasters, DJs, producers, community leaders, loved ones and more. Be mindful of including talent that would resonate most with audiences of high rates of vaccine hesitancy, such as Black Americans, Hispanic Americans and rural communities.
  • We know many local broadcasters are already fully vaccinated, so consider including loved ones if there is a powerful hook, such as a family member, father around Father’s Day, friend, neighbor or prominent community member. This would be appropriate for first doses, but also second dose appointments as we are seeing a decline in second dose adoption as well.
  • Medical professionals are among the most trusted messengers regarding the COVID vaccine. A local pharmacist could join you on air for a segment to talk more about the vaccine and answer viewer and listener questions.
  • The Ad Council and the COVID Collaborative have partnered with CVS, Walgreens and Walmart to make pharmacists available to participate in on-air vaccination segments in the media markets with the highest rates of vaccine hesitancy. Click here to find a local pharmacist in your area.
  • Reinforce key messaging tested with hesitant audiences.
    • "We know you have questions, and that's good."
    • "Talk to your pharmacist if you have any questions, they are the most trusted source."
    • "You can also visit additional trusted resources like"
  • Share video and/or a photo of the on-air vaccination on your social channels.
    • Suggested post: Getting vaccinated doesn't just protect me, but everyone around me – most importantly, my family. #IGotTheShot
    • Use the hashtag #IGotTheShot on all social media posts.
  • Please ensure compliance with applicable laws and obtain all necessary releases and authorizations.

Additional resources are available at


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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