CNN – New ads promoting the Covid-19 vaccines are making their debut this week, targeting specific communities that have had a slow uptake of the updated shots.
Black audiences are encouraged to get vaccinated in the “On Point” video, released by the US Department of Health and Human Services on Monday.
A Spanish-language ad titled “No te pierdas el juego” also started airing Monday, targeting Latino audiences. An English version of the ad, the title of which translates to “Don’t Miss the Game,” is scheduled for release next month during the FIFA World Cup.
The recently authorized booster vaccine protects against the original SARS-CoV-2 virus and the more recent omicron variants, BA.4 and BA.5.
“The new television ads airing today send an urgent message to communities at high-risk of severe illness from COVID that the updated vaccine is the best tool we have against hospitalization and death,” Sarah Lovenheim, HHS assistant secretary for public affairs, wrote in an email to CNN on Monday.
“The ads [have] a special focus on communities that have historically been underserved.”
“These ads also reflect our commitment to equity in our COVID response and the need to redouble efforts to reach Black and Hispanic communities about the benefits of the updated vaccines,” she said.
“We have seen COVID infections increase in prior winters, and it does not have to be that way this year. We now have updated COVID-19 vaccines to protect you against the Omicron strain.”
HHS debuts ads for updated Covid-19 booster, focusing on adults 50 and older
The new ads, first reported on CNN, will run in 15 US markets, according to HHS. Radio and print versions will run in 30 markets across the country.
HHS also released two radio ads Monday targeting rural communities: a football-themed ad called “Can’t-Miss Moments” and a country music-themed ad called “Feel Good Country.”
