WHAT THIS ALL ENTAILS LISA
SHERMAN PRESIDENT AND CEO OF
THE AD COUNCIL JOINS US NOW
LISA GREAT TO HAVE YOU
RON, WHY DID YOU FEEL IT WAS SO
IMPORTANT TO LAUNCH THIS HEALTH
ALLIANCE AND WHAT IS THE MAIN
GOAL.
>> WELL GOOD MORNING AND THANKS
FOR HAVING ME I THINK LET'S
JUST BACK UP TO THE
MOMENT AND FIRST START WITH THE
FACT THAT WE'RE DEALING WITH
THE BIGGEST PUBLIC HEALTH
CRISIS IN
OUR LIFETIME. AND WE THOUGHT
THAT THE AD COUNCIL THAT
REQUIRE THE MOST SIGNIFICANT
PUBLIC EDUCATION EFFORT IN
OUR HISTORY. AND SO WE BROUGHT
TOGETHER A BROAD COALITION OF
MEDICAL EXPERTS CREATED IN
MEDIA PARTNERS, THE
BUSINESS COMMUNITY. FAITH BASED
ORGANIZATIONS COMMUNITY-BASED
ORGANIZATIONS TO REALLY TACKLE
THIS ISSUE AND REALLY GET
TO REALLY THROUGH EDUCATION
MOVE PEOPLE TOWARDS HAVING MORE
CONFIDENCE IN WITH RESPECT TO
BUSINESS, YOU KNOW, WE KNOW
THAT AMERICANS ARE LOOKING TO
THEM LAWYERS AS TRUSTED SOURCES
OF INFORMATION ABOUT THE
PANDEMIC AND THEY ALSO
FRANKLY EXPECT THEY'RE THEIR
LEADERS REALLY DRIVES THEM OF
THE CHANGE IN THE COUNTRY
AROUND BE IMPORTANT ISSUES THAT
THEY CARE OF NOW AND SO WE
FOR THAT HEALTH
ACTION ALLIANCE IN PARTNERSHIP
WITH THE BUSINESS ROUNDTABLE ON
CDC FOUNDATION. ROBERT WOOD
JOHNSON FOUNDATION THAT THE
BOAT WENT DOWN DAY SHUN
TO REALLY. PROVIDE THEM
WITH THAT IMPORTANT INFORMATION
THAT THEY CAN SHARE WITH THEIR
EMPLOYEES AND THEIR CUSTOMERS.
>> SO YOUR NECK YOU RECOMMEND
THAT EVERY BUSINESS SHOULD.
>> HAVE
A VACCINE POLICY OR JUST A PLAN
FOR GETTING PEOPLE BACK INTO
THE OFFICE WHAT WOULD THAT LOOK
LIKE.
>> WELL I THINK THE MOST
IMPORTANT THING IS WE WE
UNDERSTAND THAT WE HAVE AN
UNPRECEDENTED CHALLENGE OF
TRYING TO GET 300 MILLION
PEOPLE TO TAKE A SPECIFIC
ACTION AND AT THE SAME TIME AND
WE KNOW THAT ABOUT 40%
OF P PEOPLE ARE STILL TAKING A
WAIT AND
SEE ATTITUDE ABOUT WHETHER THEY
WILL ACTUALLY GET THE VACCINE
WHEN IT'S AVAILABLE
TO THEM. SO WE FEEL THAT OUR
JOB IS TO
PROVIDE FOLKS WITH THEN THAT
INFORMATION SO THAT THEY CAN
GET ANSWERS TO THE QUESTIONS
THAT THEY HAVE AND WE THINK
WHAT WOULD HELP THAT WINDS IS
DOING IS PROVIDING EMPLOYERS
IT'S WITH THE ANSWERS TO THOSE
QUESTIONS THAT THEY CAN HELP TO
7, 8, AND BEGIN SHARE
INFORMATION WITH
THEIR EMPLOYEES.
>> DO YOU THINK THAT COMPANIES
GOING TO AND A VACCINE IS ARE
THEY EVEN ALLOWED TO MANDATE OR
IS THIS JUST IN THE MATTER AND
OF ENCOURAGING PEOPLE TO BE
VACCINATED.
>> YOU KNOW I THINK THAT'S
THAT'S AN OPEN QUESTION AND I
THINK PEOPLE ARE STILL DEBATING
HOW TO APPROACH
THAT ISSUE. YOU KNOW THAT IS
WHY WE BELIEVE THAT EDUCATION
IS A VERY CRITICAL FIRST.
>> STAFF AN ELEMENT TO
THIS SPEECH.
>> BECAUSE FUNDAMENTALLY I
THINK ONCE PEOPLE ARE MORE
FULLY UNDERSTAND.
>> THE BACK.
>> SCENES AND HOW THEY CAME TO
BE AND HOW SAFE THEY ARE WE
BELIEVE THAT THEY'LL.
>> COME TO THOSE DECISIONS
ON THERE.
>> AND YOU KNOW IT'S PERFECTLY
NATURAL
FOR PEOPLE TO HAVE QUESTIONS
AND WE WANT TO VALIDATE THAT
YOU KNOW WE
WANT TO BASICALLY SAYING OF
COURSE YOU HAVE QUESTIONS AND
WE CAN PROVIDE YOU WITH
THOSE ANSWERS. AND I ALSO THINK
YOU ARE RESEARCH SHOWED THAT
PEOPLE REALLY WANT TO GET THEIR
LIVES BACK AND IT'S REALLY
THROUGH THIS PROCESS OF
EDUCATION AND HOPEFULLY
ULTIMATELY VACCINATION IF WE
CAN GET BACK TO THE MOMENTS
THAT WE ON THIS WHETHER IT'S
GETTING OUR KIDS BACK IN SCHOOL
OR BEING ABLE TO TRAVEL AGAIN
AND THERE ARE SHARING FAMILY
HOLIDAYS AND SO THIS IS A STEP
TOWARDS THAT AND THAT FEELS
LIKE A REALLY THAT'S WHY THE
EDUCATION PIECE IS SO CRITICAL
SO WE'RE SHOWING.
>> AN AD I BELIEVE IT'S IT'S
YOUR AD ABOUT GAS HERE IT IS
ABOUT PEOPLE TO GAIN SOME TRUST
IN TO THE VACCINE.
>> WHAT IS THE
GOAL HERE. AND KIND OF WHAT
WENT INTO THIS WHERE WHERE IS
THIS AD RUNNING.
>> SO THIS THIS IS A PLATFORM.
WE'VE CREATED A CREATIVE
PLATFORM CALLED IT'S UP
TO YOU AND IT REALLY BEGINS TO
ACKNOWLEDGE THAT EVERYONE HAS
QUESTIONS MANY PEOPLE WE CAN TO
HELP THEM PROVIDE THOSE
ANSWERS.
AND AND THAT AND
WITH THOSE ANSWERS YOU CAN GET
BACK TO THE MOON IT'S THAT
YOU MISS. I THINK WHAT YOU'LL
SEE IS IT'S A IT'S A VERY HE'S
A PLATFORM, BUT
IT'S CUSTOMIZABLE SO THAT WE
CAN REACH DIFFERENT AUDIENCES,
WE KNOW THAT CERTAIN AUDIENCES
THERE IS
A HIGHER LEVEL OF THERE'S NOT
SO MUCH AS MUCH CONFIDENCE IN
THE BLACK
AND HISPANIC COMMUNITIES AND SO
WE CAN TAILOR THIS CREATIVE TO
SPEAK. OR DIRECTLY TO THOSE
AUDIENCES SO IN CULTURALLY
RELEVANT WAYS.
>> ON THAT NOTE, I KNOW YOU
ALSO PLANS TO ADDRESS SOME
OF THAT HEALTH INEQUITIES IN
MINORITY COMMUNITIES, HOW SO.
>> WELL YOU KNOW WE
ARE APPROACHING THIS EFFORT I
LIKE TO CALL IN AIR GAVE IN A
GROUND GAME SO WE'RE GOING TO
HAVE BROUGHT. INFORMATION
AVAILABLE ACROSS THE COUNTRY
WHAT YOU WOULD TYPICALLY EXPECT
FROM AN AD COUNCIL CAMPAIGN ALL
ACROSS ALL MEDIA TYPES BUT
BECAUSE OF THE MAGNITUDE OF
THIS EFFORT IN ADDITION TO THAT
AIR GAME WE NEEDED TO HAPPEN
VERY ROBUST GROUND GAME AND SO
WE ARE PARTNERING
WITH COMMUNITY-BASED
ORGANIZATIONS
FAITH-BASED ORGANIZATIONS.
>> TRUSTED SOURCES AND TRUSTED
MESSENGERS LIKE PHARMACISTS AND
AND MEDICAL DOCTORS
EU MINISTERS.
>> HU CAN REALLY THOSE ARE THE
PEOPLE THAT PEOPLE THAT PEOPLE
TRUST AND ARE LOOKING TO FOR
INFORMATION BECAUSE AS WE
DISSECTED THE ISSUE
OF HESITANCY WE UNDERSTAND THAT
IT'S ROOTED INTEREST
AND SO. IT'S A VERY
NUANCED ISSUE AND THIS OF
GROUND GAME IS GOING TO ALLOW
US TO WE CAN MEET PEOPLE WHERE