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Community Education Toolkit

Create the Right Message

What we say—and how we say it—matters.

The Ad Council and COVID Collaborative are excited to offer audience insights and messaging guidance for general audiences and specific communities to help you build vaccine confidence in your community.

How to use our messaging strategy resources

If you are creating your own campaign messaging, you can use our message guidelines, message briefs, and list of answers to common questions you may receive from your community.

If you are looking to understand audience mindset, we also have topline and in-depth audience insights available.

If you are looking to develop a campaign specific to the Black, Hispanic, Black Faith, or Hispanic Faith communities, we have additional materials and research available on our other toolkits.

We have conducted extensive qualitative and quantitative research - including with cross-cultural focus groups - to uncover the most impactful messaging frameworks.

This document provides do's and don'ts, topics that resonate, and information on trusted messengers.

Key messaging takeaways

Validate concerns and answer questions

Lead with empathy and respect that people have real questions or concerns.

Reflect on moments missed

Remind people of the desire to get back to life and missed moments like visiting family and friends.

Help them see their effect on others

Emphasize that vaccination not only helps the individual, but also loved ones and neighbors.

Use a positive tone

Be inviting and respectful and acknowledge that the choice is theirs to make.

Not sure how to best answer your community members questions? Prepare yourself with talking points from our Frequently Asked Question resources, vetted by the CDC.

We also have the answers to key questions specific to the Black and Hispanic Communities.

More answers to the most pressing COVID-19 vaccine questions can be found at getvaccineanswers.org

Messaging Briefs

Messaging Brief for Parents of Teens

This brief contains audience insights and messaging frames that will help you customize your communications for Parents of Teens.

Messaging Brief for Young Adult Audiences

This brief contains audience insights and messaging frames that will help you customize your communications for Young Adult audiences.

Messaging Brief for Black Audiences

This brief contains audience insights and messaging frames that will help you customize your communications for Black audiences.

Messaging Brief for Hispanic Audiences

This brief contains audience insights and messaging frames that will help you customize your communications for Hispanic audiences.

Messaging Brief for General Audiences

This brief contains audience insights and messaging frames that will help you customize your communications for general audiences.

Young Adult Conversation Guide

This conversation guide contains audience insights and messaging frames that will help you customize your communications with young adults.

Audience Insight Fact Sheets

Black Audience Snapshot

Download our Black Audience Fact Sheet which includes demographic skews, trusted messengers, and key messaging takeaways.

Hispanic Audience Snapshot

Download our Hispanic Audience Fact Sheet which includes demographic skews, trusted messengers, and key messaging takeaways.

If you want to download our videos directly from leading public health experts and healthcare providers, visit adcouncilfactlibrary.org.

In-Depth Research Insights

This report covers our extensive research on COVID-19 vaccine hesitancy and the messages that work best to build confidence.