"It's Up to You" campaign

The Ad Council and COVID Collaborative's 'It's Up To You' Launching New Efforts to Inspire Vaccine Confidence in Young Adults
14 de mayo de 2021

As part of their COVID-19 Vaccine Education Initiative, the Ad Council and COVID Collaborative today announced dedicated efforts speaking to young adults about the COVID-19 vaccines, now that vaccine eligibility has been expanded nationwide to Americans 12 and older.

With significant support from leading technology and media platforms, influencers and organizations, the efforts aim to address vaccine hesitancy specific to young adults ages 18-29 across the country.

Recent research from the Ad Council revealed that while young adults largely believe in the importance of vaccines, they have ongoing hesitancy about the safety and efficacy of the COVID-19 vaccines. Approximately 55 percent of young adults are unsure or disagree that the benefits of COVID vaccines outweigh the risks, a statistic that has remained unchanged over the last few months. Key concerns among this demographic include the perceived rush of vaccine development and lack of long-term data to help inform their decision, as well as worries around whether the vaccines will have an impact on fertility. Taking these factors into account, nearly one-third of young adults are taking a "wait and see" attitude about the vaccines, despite being eligible for vaccination.

"While young adults in our country understand the importance of the COVID-19 vaccines, nearly half have questions that they need answered before making their decision and that's where our campaign can make an impact," said Lisa Sherman, President and CEO of the Ad Council. "We're grateful for the immense support of our partners, who are leveraging their platforms in creative and innovative ways to help young adults get the facts they need to make an informed decision about the COVID-19 vaccines."