Defeat misinformation
Ad Council: Fight vaccine skepticism
Mistrust in vaccines has been rising in the U.S. in recent years driven by politics and false narratives about their effectiveness, development, and side effects.
As the COVID-19 vaccine became widely available, about 30% of Americans remained hesitant about receiving the shot. BPI partnered with the Ad Council to reach vaccine skeptics with a message that might change their minds.
Through in-depth research and polling, we identified the false narratives that were doing the most harm as well as the most effective counter-narratives. Our campaign was designed to combat skepticism through counter-misinformation strategies that get to the root of the mistrust that allows misinformation to take hold.
Through in-depth research and polling, we identified the false narratives that were doing the most harm as well as the most effective counter-narratives. Our campaign was designed to combat skepticism through counter-misinformation strategies that get to the root of the mistrust that allows misinformation to take hold.
Outcomes
The US saw a surge in vaccine shots. We developed narratives that made people as much as 53% more likely to take the vaccine.
Earned coverage in trusted national publications, including the New York Times and Washington Post.
Awards
Best Collaboration Finalist
PRWeek Purpose Award
See more
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