The Biden administration is all set to unveil its first advertisement for television on Thursday. These ads will encourage Americans to get the vaccine and fight coronavirus. It is part of a plan which will have various pro-vaccine messages directly from the White House. The government is pushing to achieve Biden’s plan to make sure the country is back to normal by the Fourth of July.
This campaign called “We Can Do This” will air on many broadcast stations and cable channels all over the country. It also includes targeted and multi-million dollar ad buys for the Spanish language and Black media. The government is also introducing pro-vaccine photos that Americans can use as a frame on their profile pictures on Facebook and other social media sites. Facebook is collaborating to promote them and will also run these ads on their digital platforms.
The Biden administration is also involved in beginning a network of important figures and local leaders who will encourage vaccines. This is being done because research suggested that trusted voices do win over Americans who are hesitant to get vaccines. Thursday morning will see Surgeon General Vivek H. Murthy and Vice President Harris hold a virtual meeting with network members who are being called the “Covid-19 Community Corps” to discuss the start of the campaign.
This network has over 275 member organizations who are a diverse mix of sports leagues, advocacy organizations, prominent voices, and faith leaders. It has participants like the NAACP, American Medical Association, the NFL, and the National Association of Evangelicals. Politico was the first one to detail this effort.
The two parted approach by Biden officials was introduced as the next step in the government’s plan to improve public education efforts.
A statement was made by the Health and Human Services Department saying that they intend the ad campaign to be seen as “a hopeful and unifying call to action that we each can do our part to end this pandemic by getting vaccinated.” April will see this administration spend over $10 million dollars on this ad campaign as per an HHS official who spoke anonymously.
This campaign has been developing for a month. Biden officials have been working with various creative agencies and have also used the $250 million contract that was signed in 2020 by the Trump administration with Fors Marsh which is a consultancy. Officials have stated that the campaign was being held on hold until vaccines were available for everyone so that the campaign can be more effective.
The administration is also purchasing ads in outlets of media that mostly cater to Pacific Islanders, Native Americans, and Asian Americans as per officials.
Officials working with the administration have stated that they plan to use this new network to disperse health information updates and also expand pro-vaccine messages. American citizens can volunteer to participate in this effort by registering with HHS.