Ad Council Toolkit: Messaging Recommendations

Messaging kit and downloadable graphics from the Ad Council and COVID Collaborative, with messaging recommendations, do’s and don’ts, and tips about language and tone. These resources are from the recently released Public Health Toolkit, part of the COVID-19 Vaccine Education Initiative.

  • Messaging Recommendations. Strategic guidelines, messaging elements that resonate (and don’t), language considerations, and trusted messengers.
  • Messaging That Resonates. Strategies to build confidence and trust, remind people why the vaccine is important, and help them see it as a critical step in protecting themselves and their families. This also provides specific recommendations for communicating with Black and Latino audiences.
  • Core Insights. Insights from research by the Ad Council and others about the key concerns behind low vaccine confidence — safety, side effects, lack of information, and the speed of the clinical trials. This includes specific research on Black Americans and Latinos, as well as trusted messengers.
  • Downloadable Videos and Graphics. Videos, vaccine FAQs, suggested talking points, and customizable social media copy.


Was this resource helpful to you?