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The Department of Health and Human Services is spending $ 10 million to air four new TV commercials this month, two administration officials told CNN, presenting vaccination as a way for Americans to fight the pandemic and take back their lives with the slogan “We can do this.” One of the advertisements is in Spanish and another, narrated by Henry Louis Gates Jr., the eminent intellectual, author and filmmaker, is aimed at black Americans.
The deployment comes as the Biden administration prepares for the next phase of the U.S. vaccination effort, with vaccines becoming more accessible and more widely available. All adults are expected to be eligible for vaccination by May 1, which brings concerns about vaccine reluctance to mind.
Beyond TV commercials, the administration’s trust vaccine campaign centers on efforts to equip trusted voices with the information and resources needed to promote the safety and effectiveness of the coronavirus vaccine. . The administration tuned up these efforts after research showed Americans were more likely to rely on doctors and community leaders to decide whether to get the vaccine.
Nearly 300 organizations – including physician groups, sports leagues, rural organizations, labor unions and religious groups – have signed up to be part of this effort, which the administration calls the COVID-19 Community Corps.
The administration plans to provide these groups with weekly updates on the science behind vaccines as well as talking points, fact sheets and other resources to help people plan their vaccine appointments. .
HHS and the U.S. Centers for Disease Control and Prevention are also launching new Facebook profile photo frames to help Americans who have or plan to get the vaccine encourage their friends and family. Facebook will promote the executives and encourage influencers to use them, HHS said in a statement.
The Community Corps also includes groups representing black and Hispanic communities, groups particularly vulnerable to the coronavirus due to high rates of pre-existing conditions and high-risk essential work.
The ads released by the administration on Thursday will run on black-language and Spanish-language media platforms, in addition to being shown on cable and broadcast networks.
The Biden administration also announced last week plans to spend nearly $ 10 billion to expand access to coronavirus vaccines for the most affected and at-risk communities, including $ 3 billion to bolster the confidence in the vaccine in these communities.
Vice President Kamala Harris and Surgeon General Vivek Murthy meet Thursday morning with founding members of the Community Corps.
Thursday’s deployment is just one step in the administration’s efforts to promote and increase confidence in coronavirus vaccines. Congress has allocated $ 1 billion to this effort through the $ 1.9 trillion coronavirus relief bill that Biden enacted last month.
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