A thoughtulf new PSA from the Ad Council brings togther young adults, both vaccinated and unvaccinated, to discuss vaccine hesitancy from "a place of love and empathy."
The film, from Deutsch L.A., brings together real-life pairs of people, from siblings to friends and partners, in which one is vaccinated and one vaccine-hesitant. They're filmed in a studio as they discuss their different viewpoints, fears and concerns, with the conversation getting more emotional as they delve into questions such as "What if you're one of those cases who end up in the hospital?" and "Do you really want to be the person who goes to a party and gives somebody the virus?"
Rather than directly asking people to get vaccinated, the film’s closing message is “Let’s make an informed decision. Together.” Viewers are guided to GetVaccineAnswers.org for additional information and a conversation guide to aid in having their own discussions with loved ones about the vaccines.
“We wanted to start a conversation between people in loving relationships who happen to disagree on the COVID-19 vaccine. Too often these conversations are contentious and between strangers. We wanted to see what would happen if we peeled away that noise and started in a place of empathy and vulnerability,” said Diego de la Maza, EVP head of production, Deutsch L.A. in a statement. “While this certainly led to some heated moments on set, the conversations were noticeably different because they were grounded in love. The outcome is a compilation of authentic personal moments that highlight the importance of arming yourself with the facts and making a decision that’s right for you and your loved ones.”
The film is part of a wider campaign from the Ad Council breaking this week that also includes PSAs targeting parents of unvaccinated children age 12-17. These were created via Saatchi & Saatchi, and take both an emotional and light-hearted approach to encourage parents to start thinking of the possibilities that could come from having a fully-vaccinated family.
TV, digital and out-of-home creative will run across the U.S. where it will run in donated media.