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Toolkit for Black Communities

About the COVID-19 Vaccine Initiative

The Ad Council and the COVID Collaborative are leading a massive communications effort to educate the American public and build confidence around the COVID-19 vaccines.

Our Toolkits

The Ad Council has created several toolkits to help answer Americans' questions about COVID-19 vaccines. These include toolkits for the Black and Hispanic communities who have been hardest hit by the pandemic. We also have toolkits for public health organizations, faith communities, and corporations/employers.

Community Education Toolkit

This toolkit contains tips, tools, and insights to help the public health sector build confidence among the American public.

Toolkit for Hispanic Communities

This toolkit is designed to help organizations educate Hispanic communities about the COVID-19 vaccines.

Toolkit for Faith Communities

These toolkits are for faith organizations and leaders to find tailored materials for their congregants and networks in the Black and Hispanic communities.

Business Community Toolkit - Health Action Alliance

Health Action Alliance provides research-based materials and resources to help businesses educate about vaccines and make it easier for employees and workers to get vaccinated when it's their turn.

About the Ad Council

The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation's most important social causes. The Ad Council has created many of the most iconic campaigns in advertising history including Friends Don't Let Friends Drive Drunk, Smokey Bear, and Love Has No Labels.

About COVID Collaborative

COVID Collaborative is a national assembly that has brought together leading experts and institutions across health, education, and the economy to turn the tide on the pandemic by supporting state and local officials.

You Have Questions. That’s Good.

Getting informed about COVID-19 vaccines is an important step to help us stop this pandemic. Here are some of the most frequently asked questions to keep your partners and stakeholders informed. These questions have reviewed by the Centers for Disease Control and Prevention and the U.S. Department of Health and Human Services.


Our insights and recommendations come from the following sources:

  • Literature review of existing research around vaccination hesitancy, with a focus on COVID-19 vaccination hesitancy.
  • Consultations with public health and health communications professionals, affiliated with COVID Collaborative and other expert organizations.
  • Insights and input from Ad Council partner creative and media agencies, including Dentsu Health, Been There Done That, Pereira O’Dell.

  • Qualitative in-depth interviews conducted December 10-17, 2020 with a diverse array of 30 COVID-19 vaccination hesitant individuals nationwide (10 Black, 10 Hispanic, 10 white). Interviews conducted in English and Spanish. Conducted in partnership with Ahzul.
  • Nationwide survey conducted December 15-21, 2020. n=1992, including augment samples of Black and Hispanic adults. Sampling and weighting protocols were implemented to ensure U.S. Census-representative results. This online study was conducted in partnership with Ipsos Public Affairs, leveraging their Knowledge Panel methodology.