Pope Francis becomes the voice of Ad Council’s Covid-19 vaccine awareness campaign


The Ad Council has enlisted the help of several well-known figures to help spread the word about the COVID-19 vaccine. The impact of former Presidents and First Ladies, entertainers, athletes, and music icons (including Willie Nelson) has been used in public service announcements for its vaccine education effort, “It’s Up to You,” and that’s only the beginning. The most recent promotion currently from the Vatican, by none other than Pope Francis.

The new video addresses the organization’s first-ever worldwide crusade features Pope Francis, accompanied by six cardinals and diocese supervisors from North, Central, and South America. They inform spectators of the safety, effectiveness, and potential to save lives of Covid vaccines in English, Spanish, and Portuguese.

Pope Francis says in the commercial that obtaining the vaccine is an “act of love. I pray to God that each one of us can make his or her own small gesture of love. No matter how small, love is always grand.”

The commercial continues the Ad Council’s push to rectify COVID-19’s uneven effect on communities. It was created in collaboration with the Dicastery for Integral Human Development of the Vatican. The creation was overseen by Landia and Big Star, with Pereira and O’Dell in charge of the overall campaign platform.

According to current data, 72 percent of adults in the United States have had one dose of the COVID-19 vaccine, but just 67 percent of Hispanic adults have received the vaccine. Covid cases continue to rise over the world, notably in North, Central, and South America. The completely vaccinated people range from 5.5 percent in Honduras to 30 percent in El Salvador.

Considering that Catholicism is the majority religion in Latin America, what better approach to build vaccination trust than through the platform of the religion’s most powerful leaders? “To the world’s billion-plus Catholics, the Pope is one of the most trusted messengers and holds unparalleled influence,” said Lisa Sherman, President and CEO of the Ad Council, in a statement. “We are extremely grateful to him, and the Cardinals and Archbishops for lending their voices and platforms to help people across the globe feel more confident in the vaccines.”

As per the dialogue between Ad Age and Pereira & O’Dell co-founder and Creative Chairman PJ Pereira, “This campaign was built to recruit influential voices, allow them to make the message theirs, all while keeping the different statements connected in tone, strategy and values. Nowhere in our wildest dreams would we have imagined the Pope to lend his voice to this campaign.”


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