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These Brands Are Working to Build Vaccine Confidence in the U.S.

Many Americans are still hesitant to get the COVID-19 vaccine; here are 3 companies lending their brand power in the national push toward mass vaccination.
By Porter Novelli

Even as President Joe Biden sets new vaccination goals and vaccines become more widely available, there is still a concerning amount of hesitancy from Americans to get vaccinated. Health experts have said to truly curb the virus, as many individuals as possible should receive the vaccine — and it will take organizations, government entities, community centers, celebrities, and individuals of all shapes and sizes to encourage vaccinations. This week, we’ll highlight companies that are lending their brand and marketing power to build more confidence in receiving the vaccine.

Ford Motor Company worked with eleven nonprofits to create a PSA to fight misinformation surrounding vaccinations, especially in Black and Hispanic communities. The #VaxWithFacts spot delivers a message of unity, support and advocacy to combat the spread of misinformation among diverse populations. It features leaders from all of Ford Fund’s Multicultural Advisory Committeeincluding organizations like the Arab American and Chaldean CouncilLatin Americans for Social and Economic Development, the National Urban League, and others.

Budweiser has continued to make headlines around their efforts to provide relief in the pandemic. Now, the beverage company has partnered with the Ad Council to create a health campaign dedicated to COVID-19 vaccine awareness and education called “Good Times Are Coming.” Monica Rustgi, Budweiser’s Vice President of Marketing explains why Budweiser is the company to produce this campaign: “As America’s most iconic beer, we’re uniquely positioned to use our influence to remind people how close we are to being able to celebrate together, thanks to these vaccines.”

Walgreens and John Legend teamed up to create a campaign called “This Is Our Shot,” to build awareness that the COVID-19 vaccine is available and is the best way to put an end to the pandemic. The video shows heartwarming snapshots of ways we can get back together once vaccinated, from barbeques to sporting events, with overlaid narrative by the trusted voice of Legend making the plea to get vaccinated. This campaign is part of Walgreen’s many efforts to equitably curb and ultimately end the pandemic.  

Throughout the pandemic, companies have provided support to the effort in new and different ways to meet the moment. At the onset, organizations provided urgent and acute support through donations, paywall removals, and product and service innovations. But as the pandemic continues, companies too must evolve their support to solve for the pressing needs of the day. There is still work to be done to put an end to the pandemic, but the communications brands have put together can play an important role in helping to build trust in the vaccine and ultimately get us back to ‘normal.’

Previously published in the 3BL Media Newsroom.

Image credit: Steven Cornfield/Unsplash

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Porter Novelli is a global purpose communication consultancy born from the idea that the art of communication can advance society.

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