We tested five videos, with the overall positive impression high, 72% in the US and 81% in the UK; mirroring overall willingness to get the vaccine. See results from our monthly COVID tracker study. Digging deeper, we begin to uncover the do's and don'ts of an effective vaccine ad.
Example: Alliance on Aging
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“Uplifting. Positive. Many different varieties of people, age, race, sex taking the vaccine.” Female, 25, UK |
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“Frustration at the lack of details to get the vaccine and lack of explanation of costs especially for those with no insurance.” Male, 57, US |
Example: CVS Health
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“It gives you hope that the end of the tunnel is within reach. There is reason to have hope and to stay holding on to that hope.” Female, 68, US |
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“It’s basically saying you have to get the vaccine in order to hug your family members or see them. They use scare tactics. I’m not a fan!” Female, 35, US |
Keep It Simple
Clearly communicate information, without overloading them with too many details
Educate
Teach them something new & helpful. They want to be informed
Connect
Emotional & inspirational tone can engage, but it can't do all the work
Bank on Reliability
Consider who and where your messaging will be delivered for high impact
