HHS readies vaccine confidence campaign with massive ad blitz slated for January | FiercePharma

Half of Americans remain skeptical about COVID-19 vaccines. The U.S. Department of Health and Human Services (HHS) calls that group the “movable middle,” and it plans to spend $250 million to convince them otherwise.

The first phase of the campaign, already underway in December, is an online video and radio effort to prep the market. The bulk of the effort aimed at promoting vaccinations—the “Building Vaccine Confidence” campaign—will officially kick off in late January in a bid to convince people to get the vaccine when it’s their turn.

The strategy includes plans to “heavy-up in vulnerable communities” of people disproportionately affected by COVID-19, including people aged 65 and older; people with comorbidities; and Black, Hispanic, American Indian, Alaska Native and American Pacific Islander populations.

HHS readies vaccine confidence campaign with massive ad blitz slated for January | FiercePharma