Where do things stand with the federal government’s paid vaccine ad campaign?
The ABA has learned about two key updates on the federal government’s effort to buy TV and radio advertising that promotes COVID vaccinations. Many of you have already benefited from the effort – while I know others have been left completely out of the campaigns.
- The government’s media buyer remains the Fors Marsh Group (FMG). The administration is currently in the second wave of its “We Can Do This” paid education campaign, which is targeting women and health care decision makers in particular communities across the country. Arizona is NOT currently listed as a target state due to our higher number of vaccinations, although I know many of you have been able to be part of targeted buys regardless.
- The third wave of the campaign will begin in June and focus on parents to express the safety and benefits of the vaccine for 12-16 year olds. The flight will also focus on young adults 18-24. FMG indicated that TV news will be included as a medium to drive this message. The agency of record for the television buy is Wavemaker.
Campaigns like this are the reason why we built and continue to share out our new list of sales contacts for every commercial TV and radio station in Arizona (now linked on our homepage). You are also free, of course, to directly reach out to these agencies as it makes sense.
The NAB is leading our effort to push for broad reach and as much equity as possible as this campaign continues. Additionally, the federal government is planning to hold a vaccine roundtable event in Washington – potentially next week – that would include NAB reps in addition to Health and Human Services Secretary Xavier Becerra and Surgeon General Vivek Murthy, providing a key opportunity to reinforce broadcasters’ leadership on vaccine education.